Ultima II

In Asia, beauty shows its strength
Ultima II

Evolving the definition of
beauty for a new generation
of women.

Reinventing a feminine legacy

For decades, Ultima II has stood apart at shelf as an aspirational, innovation-driven beauty brand. But in recent years, the crowding of the category and the introduction of a new demographic—high-spending millennial women—had hurt the brand’s performance.

Determined to take back share in its Asian markets, Ultima II teamed with us on a comprehensive rebranding effort. We started with consumer understanding, analyzing global trends and the competitive landscape to uncover the desires of the contemporary Asian consumer.

It yielded a new positioning—“strength in beauty”—that guided a new brand narrative and visual expression. Celebrating modern feminine strength and youthfulness, the creative system came to life across diverse touchpoints, including packaging, communications and immersive in-store experiences.

Extending reach through innovation

To simplify Ultima II’s complex portfolio, we developed a brand architecture that organized its short- and long-term product pipelines—an effort that expedited innovation and encouraged the brand’s extension into new categories and consumers.

Taking Asia
by storm center-left-box

Ultima II’s success has broadened
the brand’s reach across the continent.