Products and services focused on beauty. Includes cosmetics, fragrances, hair products, nail products, etc.; beauty services such as salons, spas, etc.
‘Let’s speak openly’
Our challenge was to build a communication breaking 4 key barriers in using tampons and resulting in o.b.® growth in market penetration. Fashion and showbusiness influencers suited to different barriers, bold and direct language of communication, segmentation of consumers and communication broke key barriers connected with using tampons and encouraged women using pads to use o.b.® tampons. All the materials were present where most of the myths about period are found – the Internet. The campaign was efficient - each goal we set was overrun.
Client: Johnson & Johnson Poland
Agency: VML Poland
Efficacy with unique NIVEA care.
In the environment of similar concepts and decreasing prices on female deodorants’ market, it’s hard to increase shares. We adopted launch strategy of a product with the unique, hard-to-copy formula driving consumers attention to product’s benefits rather than its price. Using our advantages we introduced NIVEA Protect&Care line with unprecedented formula including NIVEA crème ingredients and fragrance. Benefits communication paid off – new antiperspirant brought a dynamic increase of shares, became the best novelty on female deodorants market over the years 2015-2016 and increased NIVEAs advantage over no2 brand in category.
Client: NIVEA Poland