BRIEF
- Raise awareness, desirability, and purchase of Clarins new Multi Active Day and Night
- In a hugely cluttered category, get an older skewing brand with low awareness, on the mind of millennial women
- Change popular perception and conversation surrounding aging and wrinkles
SOLUTION
The conversation had to change about beauty. Alongside the Maxus strategic planning team, we knew we needed to approach beauty from a place of experiences, empowerment, aging gracefully and celebrating life's richness.
Celebrating aging moments, or moments that were #WorthTheWrinkle, was the angle we knew could create a new language and experience of skincare in the market.
As a result, we built an app that, powered by an algorithm, that scanned, sorted and identified users unforgettable #WTW life moments via a facebook integration, matching to categories like "Overcame your Fears", "Cried Tears of Joy" and "Pushed Your Limits".
This gave the user a selection of images from their own facebook photos in these areas, finding experiences such as marathons, graduating, weddings, babies being born, riding on an elephant! - to create a dynamic, personalized shareable :60sec video with Clarins end branding, that users then shared via social.