Zhong He Feng Jing - China’s organic rice brand - wanted people to switch from ordinary rice to organic rice.

While Zhong He Feng Jing organic rice contains more nutrients than ordinary rice, people could not see the nutritional differences between their rice and ordinary rice.

In Asian history, women used the same ingredient for porcelain skin and healthy living. Their secret? Rice water. When infused with water, the rice’s nutrients are beneficial to the skin.

Inspired by rice water for beauty skincare, we made people see the nutritional benefits of organic rice, by making them feel beautiful inside and out Beauty Rice Bottle.

We created Beauty Rice Bottle, a rice-inspired device that's shaped with a translucent body and undulating lines to define a rice shape. Every part is precisely engineered to make your very own rice water for beauty care.

Made from a smooth, continuous surface that’s comfortable to both hold and use, every inner detail is meticulously crafted for perfect infusion - from the brand’s logo engraving within the filtration, to the organic shaped dripper - allowing rice water to drip naturally.

Feel the richness of rice water, as every micro nutrient is gently absorbed into your skin, and complete your beauty routine with a nourishing meal to feel beautiful inside and out.

Instead of targeting our audience at healthy living websites and forums, we launched our campaign into beauty forums. By changing the way we look at rice, we also changed the people's perception towards organic rice. They were eager to try out this organic rice water to feel the difference, and ultimately learned about the nutritional benefits of organic rice.

Target audience: Female, age 20 - 50 years old, urban to semi-urban

Creation and distribution of assets: social video, WeChat posts/articles

Beauty Rice Bottle is a rice-inspired device that's shaped with a translucent body and undulating lines to define a rice shape. Every part is precisely engineered to make your very own rice water for beauty care.

Made from a smooth, continuous surface that’s comfortable to both hold and use, every inner detail is meticulously crafted for perfect infusion - from the brand’s logo engraving within the filtration, to the organic shaped dripper - allowing rice water to drip naturally.

Feel the richness of rice water, as every micro nutrient is gently absorbed into your skin, and complete your beauty routine with a nourishing meal to feel beautiful inside and out.

Beauty Rice Bottle made headlines in online forums with over 187 million impressions and social conversations. Beauty Rice Bottle educated people about the nutritional benefits of organic rice, and Zhong He Feng Jing saw a 20% year over year sales increase after the campaign.