Brief:

Client: L'Oréal Paris, North America.

Comms Objective: Educate consumers on the new Revitalift Night Serum, how to use, and why Pure Retinol makes it a superior product.

Solution:

Audience Insights:

— Women whose confidence has been diminishing as they begin to age, conscientious of wrinkles, fine lines etc. Taking more interest in future-proofing their skin and anti-aging products.

— They want products to live up to what they say they will do, but would also rather not spend a fortune.

— Convinced by efficacy results, testimonials and word-of-mouth.

— Chances are they’re aware of retinol and it’s benefits, but they’re unsure and/or nervous about getting started.

Product Benefits:

New L’Oréal Paris Revitalift is the most effective, safest, and cost-effective way for consumers to become a retinol convert.

Creative Exploration:

To create a suite of assets around key messages that would resonate with consumer mindsets. With only static product images available, our task was to bring these creatives to life in the most engaging way possible for social.

— Retinol Ingredient Education: What is it? Product introduction.

— Debunking Retinol Myths: Common misconceptions.

— Acclimation Period: Tips for getting started, safely.

— Routine: Incorporating it into your everyday routine with SPF.

Platforms & Placements: IG Stories, Pinterest, FB In-Feed, Digital OOH.

Results:

Key Success Metrics

Top performing creative saw -16% reduction in cost per impression against benchmark.

Overall campaign drove 15.8% higher engagement rate vs average campaign.

Hudson's Yard, New York

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Hudson's Yard, New York

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