Campaign: Clinique Even Better

The Challenge:

To launch the new product 'Clinique Even Better Clinical', into a category (hyperpigmentation) that doesn't exist, to an audience that do not understand the need for or benefits of it. And to do this in one of the most competitive spaces in the beauty marketplace in a way that makes it the most sought after product in skincare.

Insights:

A universal truth: most women desire to keep looking young. However hyperpigmentation has never captured their imagination, despite 4 in 10 women claiming to suffer from uneven skin tone and dark spots. When it comes to fighting the signs of ageing, wrinkles are the universal enemy!

8 out of 10 readers in a research study we did partnering with Hachette who tested the product saw improvement in their tone and felt it helped keep their skin looking younger. We needed to educate people to believe that we could help them look even better.

Strategy and plan:

Our ideas was to make skin tone the new wrinkles. We lifted 'hyperpigmentation' into the mainstream; building knowledge and understanding of the problem, credibility around the benefits and efficacy of the product in four ways:

1. We invited key influencers into conversation, getting them to try and talk about Even Better, making the link between better skin tone and an even better life.
2. We gave women the means to test and better understand the product through online skin clinics and diagnosis centres.
3. Exploiting existing relationships of trust, through partnering influential media brands
4. Hyping the magic. Premium, eye-catching, innovative ideas (in proximity to 'counter') to communicate the revolutionary nature of the solution.

Results

Even Better Clinical was the No.1 BEST SELLING SKU in May/June 2010 across all prestige beauty products.
May/June sales targets smashed by 125%
141 PR mentions YTD
34,000 unique visitors to www.becomingevenbetter.co.uk