In 2016, Elizabeth Arden launched its most significant product innovation – PREVAGE® ANTI-AGING ANTIOXIDANT INFUSION -, the first water essence product from Arden Active Skincare, to meet the needs of the Asian consumer. To reveal the new product to the media and to boost sales, RF Thunder developed a strategic communications campaign for its launch in two major Chinese cities, Shanghai and Nanjing, which included media events, Tmall (China’s largest open B2C platform) participation and exclusive Revlon and Elizabeth Arden top management interviews. Each city had custom-themed events, demonstrating the unique functions and features of PREVAGE® and its Arden Red Door heritage. At the Shanghai Exhibition Hall, art designs such as water flow, metal, light and shadow were perfectly fused with high technology, highlighting the skincare concept of PREVAGE® through sight, sound, touch and smell. Famous Chinese actress, Maggie Jiang, was also introduced to highlight the unique features of PREVAGE® including strengthening the skin’s natural defenses and counteracting skin damage. Some 34 selected media titles, 20 KOLs and 40 business partners attended the PREVAGE® launch. Twelve million people online were reached through 20 KOLs and seven live streaming broadcast KOLs and media, achieving 13 online and 21 TV media exposures.