Ultima II

In Asia, beauty shows its strength

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

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

Ultima II

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

Reinventing a feminine legacy

Extending reach through innovation

Taking Asia
by storm

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Have a challenge? We’re all ears.
Let’s talk about how we can partner.

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

Ultima II

Evolving the definition of beauty for a new generation of women. corner-left-box

Reinventing a feminine legacy

Extending reach through innovation

Taking Asia by storm center-left-box

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CPG Brand Workshops

Desires Workshop

Desires Canvas

Innovation Platforms

Have a challenge? We’re all ears. Let’s talk about how we can partner.

Have a challenge? We’re all ears. Let’s talk about how we can partner.

Have a challenge? We’re all ears. Let’s talk about how we can partner.

Have a challenge? We’re all ears. Let’s talk about how we can partner.

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

Taking Asia
by storm

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

Have a challenge? We’re all ears.
Let’s talk about how we can partner.