UL.OS tells stories of brotherhood in campaign to promote men’s grooming products

Otsuka Pharmaceutical’s sub-brand UL.OS has launched an integrating campaign to showcase its new products tailored to men.

The core of the “Only men know men the best'' campaign is the TVC series, which has adopted playful plots and men’s language to tell the advantages of UL.OS' products. In the facial cleanser ad, for example, one of the characters explains that the facial cleanser is suitable for rubbing - a common way among men to wash their faces apparently.

Apart from rubbing, the TVC also demonstrates that the facial cleanser is applicable to different skin types, while men can also shave after applying the cleanser.

"UL.OS’ product concept could easily be conveyed from men’s perspective through demonstrating their daily needs and habits. Unlike other traditional skincare brands that focus only on the product ingredients, the TVCs stress on the hassle-free product application and the post-use experience, together with men’s brotherhood interaction," said Anise Chow, associate sales and marketing director of Otsuka Pharmaceutical.

The entire series comprises a number of TVCs with each of them showcasing one product. In addition to the facial cleanser, products mentioned in this TVC series include body soup, wet wipes and sunscreen.



Apart from TVCs, the through-the-line campaign also showcases the products through OOH media, online channels, and social platforms. The brand said the ideas behind this campaign are different from its competitors, which usually tell men to care about their skins as a means to promote the products, Instead, UL.OS is offering a simple option for them.  

The company discovered after studying the Hong Kong market, that there was little in the way of male grooming brands and skincare products in the city. It was also revealed that male customers in Hong Kong "did not bother", "did not have the knowledge", and “do not know how” to choose skincare products.

Arriving in Hong Kong last year, UL.OS has decided to reach out to a new market segment – male customers who wished to start the habit of grooming but were hesitatant and confused due to the diversified skincare products in the market. 

"In view of the age of media fragmentation, we reckon it’s not necessary to have all five products being featured in one TVC. The TVCs create memorable scenes, catch eyeballs, and resonate with the local men. These can help build our brand in consumers’ minds," Chow added. 

 

Credits:

Client: Otsuka Pharmaceutical (HK) Ltd. 
Associate sales and marketing director: Anise Chow
Associate marketing manager: Eli Lam
Senior marketing executive: Billy Law
Assistant marketing executive: Yuki Cheung

Creative agency: Hakuhodo Next Ltd.

Film production: Director Anthony Yip, tuckshop films

Photography: Lawrence Ching