Good Morning Creative had collaborated with UL·OS, an Otsuka Pharmaceutical (香港大塚製薬) sub-brand specializing in men’s skincare, to launch an awareness campaign.

The Objective

• To create a new communication theme and six key visuals that strongly appeal to the target male audience while clearly conveying consumer benefits.
• By adopting a product-centric approach, the campaign made the UL·OS formulas as the main focus, foregoing celebrity endorsements and brand ambassadors.

The Communication Theme

The new theme, 健膚全然大丈夫, highlighted UL·OS’s comprehensive solutions for men’s skincare concerns. The Japanese term 大丈夫 (Daijobu), meaning “no problem”, not only emphasized the products’ Japanese origin but also connects with its Cantonese equivalent, 大丈夫(Mature Man), creating a double-meaning that resonated with the target demographic.

The theme was consistently incorporated into each product’s tagline, addressing specific skincare issues with straightforward messages:

• 健膚濕紙巾 (Face & Body Sheet) – 汗臭？大丈夫！(Sweat Odour? No Problem!)
• 健膚沐浴液 (Skin Wash) – 體臭？大丈夫！(Body Odour? No Problem!)
• 潔面泡沬 (Face Wash) – 面油？大丈夫！(Oily Face? No Problem!)
• 防曬乳液 (Sunblock) – 日照？ 大丈夫！(Sunshine? No Problem!)
• 健膚保濕液 (Skin Lotion) – 粗糙？ 大丈夫！(Rough Skin? No Problem!)

The Product-centric Approach

To position UL·OS products as heroic, reliable and highly functional, Good Morning Creative worked with photographer Jared Lam to produce dynamic product shots that amplify the brand’s capable and dramatic aesthetic. 

We also designed manual-style USP icons to categorize and showcase the products’ functionalities, considering the male audience’s preference for easily recognizable visuals. These efforts strengthen the overall brand identity.

To solidify UL·OS’s positioning as a men’s skincare problem-solver, we developed product KVs for the Face & Body Sheet and Skin Wash, targeting body odour concerns during summer. These visuals were placed in high-traffic areas like bus shelters, MTR trains, and bus seat backs to maximize reach.