The core message of the campaign was “3 kind of Oriental Ingredients to supply the Chi (energy) of your hair. The 3 outdoor elevators decorated as the 3 ingredients from outside and moving up and down the model’s hair was able to visually communicate the message in a functional way demonstrating the flow of Chi (energy) to strengthen and protect hair

The innovation generated more than US$200,000 worth of free PR value on prime time TV news and major newspaper dailies and was successful in increasing the market share of Lux Oriental variant while undermining the massive investment by Asience at launch.