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Behind the idea: For many women, as they get older, beauty becomes more and more complicated. Every new moisturiser shouts about a revolution in skincare using confusing dermo-babble; trendy makeup looks seem to become intimidatingly young and hard to achieve, and so they stick to what they know.
We asked, what if a beauty brand could inspire her to get creative again and give her the confidence to know she’s getting the skincare she really needs?
Welcome a new kind of beauty range, simply called, B. Premium, yet affordable, it offered all the latest, must-have ingredients and makeup styles, at high-street prices, available exclusively at Superdrug.
Through the integrated 'Live life beautifully' campaign, we used inspiration and a down to earth charm to invite the women of Britain to embrace beauty every day. No gobbledygook, just simple thoughts, ideas and products that genuinely fit into her life. We started the conversation via social influencers, then continued the dialogue at every point of contact.
The results of all this beauty talk? A 455% sales uplift (smashing the target of 300%).
Role: Developed this fully-integrated launch campaign from concept to delivery. Client-facing creative lead and brand guardian, I was also responsible for brand tone development, experiential, long copy (DM, ECRM, long-format press), and brand guidelines.
Agency: TMS London
Press ads in Grazia supported the campaign out of home. A different kind of beauty ad, we spoke her language and invited her to join the conversation.
A luxury experiential tour allowed thousands of women to discover, play and share news of the brand themselves. Taking centre stage in key shopping malls across the country we invited women to join masterclasses, have a makeover, experiment with products, take away samples and inspiration, and drove them to social media for added rewards.
Check out the agency's tour film for more detail.
We delivered a luxury skincare sample via DM with supporting pre and post ECRM which took the conversation directly to her.
The website
We continued to give guidance and inspiration on the brand website, which contained easy to achieve how-to videos alongside simple to understand product descriptions.
Full-instore takeovers delivered inspiration, confidence and ultimately encouraged purchase across Superdrug stores nationwide. Header cards shared the brand's approachable yet premium imagery, cross-merchandising shelf barkers inspired consideration in unexpected aisles, get-the-look cards were available to take away, and a special bag-with-purchase took the brand out onto the streets and reiterated that luxury feel.
The Results
The 'Live Life Beautifully' campaign created a seamless customer experience at every point of contact. From sales to samples, the results delivered far beyond expectation.
One beautifully simple idea for the PR launch was to create a pop-up shop in Covent Garden that swapped people's 'ideas for a beautiful life' in exchange for a product.
Although this element never got made, the PR company did use the floral B. logo at the press launch.
Behind the idea: This award-winning work aimed to raise awareness of the 1 million children suffering in bad housing in the UK by emotionally engaging commuters on the topic.
Thanks to the idea winning a CBS Outdoor competition, it was given free media space throughout the London Underground and all production costs were covered.
Thanks to its impact the work received extra airtime, further sites in London and Manchester, as well as free press and media coverage. Plus a few nice industry awards, including a Creative Circle Gold.
An online Skyscraper ad and a leaflet handed out near the live DEPs at stations during rush hour supported the campaign.
Off the back of its success, the following year we continued to work with Shelter and pressed home the importance of safe, reliable and affordable housing. Discover some Shelter tube cards for more on this.
Role: Developed the DEPs and all supporting material from concept to delivery. Responsibilities included casting, overseeing edit and copywriting.
Agency: Hooper Galton
The skyscraper opened up to reveal a short film of a child pushing against the screen desperately trying to escape, and concluded with our call to donate.
Handed out at stations that featured the DEPs
