Results and Effectiveness

1. L’Oreal Dermo Expertise’s market share following September’s launch was the highest ever achieved in 2008 (+10% share vs. August). This exceeded our #2 target as we jumped from #3 to #1 best selling brand in the ageing category for that month. (Source: AC Nieslen Retail Audit for L’Oreal’s 2008) 2. Our education effort was compelling! The press event saw an unprecedented journalist turn-out, resulting in coverage in over 48 leading Beauty/Lifestyle publications. This event alone garnered over S$70,000 worth of publicity! (Source: AC Nieslen Retail Audit for L’Oreal’s 2008)

Creative Execution

Magazine and newspaper titles were selected to cover all spectrums of working women. Editorial led with topical stories on Preventive Ageing written by influential beauty editors. Educational advertorials delved into the technology and benefits of the product range, complemented with sampling to showcase efficacy. Internet was employed actively on leading mass and women centric sites. EDMs were also used to drive recruitment and trial. Television served as a rapid awareness builder with teasers to draw in the audience and create intrigue to cut through the clutter, followed by the standard TVC. Bus stop shelter posters (a little used medium for the category) added to the “big-ness” of the campaign by creating islandwide visibility and reinforcing top-of-mind recall near retail points.

Insights, Strategy and the Idea

A stressful urbanite lifestyle has taken its toll on the skin of young working women leading to earlier onset of ageing. L’Oreal Paris’ new Derma Genesis redefines ageing, by PREVENTING rather than SLOWING AGING. To resonate with loyal consumers in a highly cluttered and undifferentiated category, communication of the message had to deliver both impact and clarity. Campaign goals: 1. Grow market share to Number 2 spot in the Ageing category 2. Compellingly educate consumers that Derma Genesis was able to prevent ageing The INSIGHT: Women are creatures of habit when it comes to their beauty regime! Engaging the right voice to talk to them was key. Beauty editors became KEY advocates to convince loyal women to switch their skincare. Use of print was critical being a beauty and fashion bible for women. Other media touchpoints was used to deliver awareness to aid overall product comprehension.