AUPRES SUNCARE EVENT ACTIVATE YOUR BEAUTY

TitleAUPRES SUNCARE EVENT ACTIVATE YOUR BEAUTY
BrandSHISEIDO LIYUAN COSMETICS CO.
Product / ServiceAUPRES
CategoryB01. Use of Digital in a Promotional Campaign
EntrantBEIJING DENTSU ADVERTISING Beijing, CHINA
Entrant Company BEIJING DENTSU ADVERTISING Beijing, CHINA
Advertising Agency BEIJING DENTSU ADVERTISING Beijing, CHINA

Credits

Name Company Position
NUMATA YUTARO Beijing Dentsu Advertising CO., LTD. Senior Account Director
YUANKE Beijing Dentsu Advertising CO., LTD. Senior Account Manager
GUOKUN Beijing Dentsu Advertising CO., LTD. Account Manager

Brief Explanation

This event promotes sun protection products. By encouraging our members to exercise, we give them an opportunity to experience the functions and strengths of our sun protection products first-hand and to actively understand how our products can help them. In the process, we also promote a healthier living style and an improved and more energetic lifestyle. The event helps AUPRES shed its traditional image of making cosmetics for mothers, thereby instilling the brand with more vitality and growing the membership base.

The Brief

The cosmetic industry often holds its membership events in hotel ballrooms, and members tend to grow tired of such events due to their high repetitiveness and predictability, and thereby lose interest over time. Such information sessions typically employ an instructor who lectures on product features while beauty consultants assist members in selecting and testing the products. This does not help shorten the distance between the beauty consultant and the user, nor does the user truly appreciate the products’ functions in such a short timeframe; as a result they rare result in purchase. We hope to remedy all three situations.

Describe the success of the promotion with both client and consumer including some quantifiable results

The enhanced interaction between the beauty consultants and members had markedly improved member knowledge of product effectiveness and unique selling points. The products enjoyed an improved sales volume of 70% compared against previous periods. This road show toured 22 cities in China over a period of 3 months, engaging 5,000 members in all.The event encourages consumers to protect their skin while engaging in a healthier lifestyle, all under the guidance of digital. We promote a healthier digital culture. We promote Beauty with Digital!

Explain why the method of promotion was most relevant to the product or service

1. Combine indoor and outdoor venue in order to promote our sun-protection products, to offer our members a fresh experience. 2. The beauty consultant explains the products to members directly; following application, trainers lead members to the outdoor venue to engage in outdoor activities, which are then recorded in the beauty consultant and member’s mobile phone apps. Information such as calories burned and interactive goals achieved (such as shared paths between the beauty consultant and the member, or collaborative paintings) are stored. The activities help promote the brand’s new values of vitality and health. 3. The members, while engaged in outdoor activities, can experience first-hand the sun-protection products’ effectiveness, which would then lead to purchase.