Scent of Safeguard is the Scent of Protection

This case is about modernizing a beloved, but aging brand in China – in everything from perception to sales channel.

Safeguard was the leader in the handwash category, but 700 new competitors entering over the last 5 years and a shift in shopper behavior away from offline stores to online commerce platforms put this leadership at risk.

Moving forward meant going back to our base notes. We turned Safeguard's famous 'pure white scent' into the 'scent of protection' – a limited edition perfume only available on China's two major online commerce platforms.

'Safeguard perfume' was the most searched key words on social commerce platform Douyin and search on TMall outpaced the category by 57% – leading to #1 sales on both platforms and 1.3% gain in market share.