最初回之心動接觸 — UL·OS x Sin Tik Kei
Men don't buy skincare because someone told them to. They buy it because it gets them closer to something — or someone — they already want.
The six-SKU answer — gift box. The campaign had to lift the full line simultaneously, not a single hero product. We bundled all six SKUs into a single limited-edition gift box — turning a complicated multi-line push into one collectable purchase decision, and giving the receipt mechanic something worth the trip to Watsons.
The event build — 「UL·OS點點迪迪碰面會」 at The FOREST, Mong Kok. This was where the campaign lived or died. Outdoor venue meant a rain contingency engineered into the booth from day one — every structural element designed to hold up under either weather.
The set was built as a stylised UL·OS sculptural environment in the brand's signature green, with the oversized product shots the client wanted front and centre integrated into the architecture rather than tacked on. Designed every in-event touchpoint — backdrop, photo moments, lip cards, queue flow — so each interaction generated a shareable artefact and reinforced the product hierarchy at the same time.
The visual world. Went "first love" aesthetic across the campaign film and social feeds — soft focus, bright natural lighting, blue-and-white palette tied directly to the packaging. Broke decisively from the clinical sterile look that defines pharmaceutical-affiliated skincare. The look did the work the copy didn't have to.
Supported by city-wide bus shelters and billboards to push critical mass into the retail window.
Sold out the 300 limited-edition gift boxes at Watsons within the campaign window — moving the full six-SKU line through a single bundle. The May 12 event filled The FOREST and turned a fan moment into a measurable sales conversion. The campaign generated active discussion across Instagram and LIHKG, earning the kind of organic conversation male skincare rarely gets. Repositioned UL·OS as the witty, audience-aware leader in the category — a brand that understands what actually motivates its customer.
