Products and services focused on beauty. Includes cosmetics, fragrances, hair products, nail products, etc.; beauty services such as salons, spas, etc.
I Am What I Make Up
In 2017, COVERGIRL had to modernize itself in the face of constant new news from niche and prestige brands. So we did something unprecedented: we changed beauty's most memorable tagline. COVERGIRL's new line, I Am What I Make Up, was an important update to "Easy, Breezy, Beautiful." It reframed prescriptive understandings of makeup and celebrated it as an act of self-expression. This brought about a cultural reappraisal, with COVERGIRL at the helm, and resulted in double-digit sales growth and increased market share for the brand.
Say No to Preservatives Campaign
Skin care products brand has always used the term "beauty" as their marketing strategy, but preservatives as "evil" of skin care products. Due to several factors such as cost/storage/quality, the brand awareness is far behind competitors and brand interaction is too low. However, the core spirit of the brand is "no preservatives", FANCL decided to go against the other way and "hidden beauty" that reveals the ‘secret’ of beauty makeup! Challenging restriction and successfully raising awareness, getting excellent circulated click results and significantly surpass KPI. We’ve gotten positive feedback which are more than expected, and unexpected growth rate.
Agency: Inspire Advertising