Since its launch, freeplus has primarily focused on sensitive skin. In early 2023, following a brand image upgrade with iBLUE, the “simplicity” concept gained traction among young consumers, who also provided valuable feedback on the brand.

We identified significant needs among individuals with oily and acne-prone skin. In summer 2024, we will collaborate with freeplus to introduce two innovative products and three interconnected campaigns aimed at this segment.

In this campaign, iBLUE will employ a “1 + 1” strategy:

• 1+1 in Communication: Emphasize product strengths while engaging young audiences through popular stars with substantial reach.
• 1+1 in Product Selling Points: Highlight the brand’s strong amino acid foundation and analyze targeted ingredients for oily and acne-prone skin to differentiate from competitors.

1+1 in Promotion Channels: Utilize both online and offline channels, including press conferences and pop-up events, to maximize product visibility at every consumer touchpoint.