Campaign SpotlightPress Release

Grey Hong Kong releases limited-edition Safeguard scent to capture 30 years of protection in China

HONG KONG — From the familiar bar of white soap used by mothers to wash their children’s hands to the fragrance of soap that accompanies families resting in the shade after a fresh shower, Safeguard has always been a reassuring presence in the lives of families in China. Especially with the added attention the brand places on health protection.

With its decades-long existence in so many households, the brand decided to celebrate its 30 years in a unique way by creating a limited-edition scent that accentuated the Safeguard memories of childhood and family nostalgia, alongside a film and other social communications.


To most people, the scent of Safeguard is also the scent of protection.

The online campaign was launched featuring Chinese celebrity Gong Jun who also participated in numerous public events to promote the limited-edition fragrance. The film was distributed across digital platforms such as Weibo and WeChat and is a week-long campaign.

Fanny Fan, the president of Personal Cleansing & Care China and Global Safeguard Franchise, said, “We are thankful to you all. With the scent of Safeguard, may protection stay unchanged and continue to make every person feel reassured and cared for.”

Agency on record Grey Hong Kong Creative Partner Joe Yue added, “Safeguard is an important brand that has been a part of households in China for three decades. We wanted to make this campaign special and to celebrate this significant event. What better way than a holistic campaign featuring a limited edition signature scent filled with nostalgia!”

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