Products and services focused on beauty. Includes cosmetics, fragrances, hair products, nail products, etc.; beauty services such as salons, spas, etc.
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
COVERGIRL needed to reinvigorate the brand and put it back on Millennials' radar. Our solution lay in Katy Perry and by upending the traditional beauty marketing model. We transformed Katy from static "face" into the lens through which we developed products and communicated them to fans. Katy Kat by COVERGIRL became a juggernaut success - with over 1 billion earned impressions in the first three months, we've exceeded our weekly sales goal each week since launch, for 15 weeks in a row.
Client: Procter & Gamble
Agency: Grey New York