Safeguard Celebrates 30 Years of Comfort and Protection

From the familiar bar of white soap used by mothers to wash their children’s hands, to the cleansing fragrance that lingers after a fresh shower, Safeguard has been a reassuring presence in the lives of Chinese families.

The brand has decided to celebrate its 30 years of household protection with a limited-edition scent that accentuates those nostalgic Safeguard memories of childhood, alongside a film and other social communications.

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

The online campaign has been launched featuring Chinese celebrity Gong Jun, who’s 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, president, 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.”

Joe Yue, creative partner of Grey Hong Kong, said, “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!”