Since entering the Hong Kong market, Korean skincare brand Wellage has partnered with creative agencies Noah Workshop and De Goose on an innovative profit-sharing model—taking creative teams’ dedication and creativity to new heights to drive shared success with the client.

Crowd-Pulling Activation: From Expired to Innovation

We identified skincare users’ stockpiling of expired masks at home as an opportunity. An on-ground activation in Causeway Bay was launched to invite customers to exchange their expired masks for Wellage’s latest innovation—with queues forming even before the event officially began. The overwhelming response was a powerful demonstration of how consumer insight + bold execution drive real engagement.

Product Video: Speed Demonstrated

A product video quickly followed, directed by Howard Lui of Bakery, showcasing the product’s speed of hydration with a vivid analogy: “works as fast as a drive on the Island Eastern Corridor.” Two young influencers illustrated this rapid effectiveness (速速水潤奇蹟), making the benefit instantly relatable. The result? Fans asking where to get it—immediately.

Strong Client-Agency Partnership 

Wellage’s innovation goes beyond marketing—it’s transforming brand-agency partnerships. By adopting a profit-sharing structure with Noah Workshop instead of traditional fixed agency fees, they’ve built stronger ownership and motivation across Noah and De Goose teams.