The story and task
A strategic need to differentiate OXY in the skincare sector...
We researched and built a creative/strategic platform to ‘hang off’ all communications and retail initiatives - based on the until now too secret ingredient of seaweed from Brittany. which we made into the new hero of the product story.
We enlisted support of an acne suffering TV Doctor, signed up exclusive stories with The Daily Mail, and created the right fresh positioning backed by product efficacy and science.
The 'skin science approach' led to completely new packaging livery leading with the seaweed imagery, drove sales above KPIs - including doubling sales on the day after the Daily Mail article - and pulled in over 100 media attendees to brand events. On message coverage flowed across national, lifestyle and social media channels, and the brand grabbed major share of customer attention.