United Kingdom, 12th October 2017
Our Senior Experience Manager, Hannah Courtney, tells us how M&C Saatchi Experience and LIDA brought to life Clinique’s new Even Better Glow foundation…
M&C Saatchi PR’s Experience arm in partnership with M&C Saatchi LIDA were tasked with raising awareness across the UK of Clinique’s new foundation – Even Better Glow. But how do you effectively communicate the benefits of its new moisturising foundation? We needed to demonstrate first hand Even Better Glow is infused with minerals and vitamins, proven to nourish your skin, so skin glows with and without foundation.
As part of a wider integrated communications campaign, which included social, we delivered a 4-week experiential shopping mall activity which was not only aesthetically striking, but was highly immersive and innovative with various touch-points suited to a wide range of consumers.
Presenting Clinique like never before, the on-brand touring stand was designed specifically to go beyond your everyday make-up demonstration, we sought to ignite consumer imagination of what Even Better Glow can do for their skin through a live presenter-led pairing gameshow, bringing the ‘Even Better’ benefits to life through technology.
Tasked with matching eight face pairs, consumers were presented before and after shots of models, whilst wearing the foundation and then without. A live leader board collated shopper’s scores over the day, with the chance to win a £100 Clinique goodie bag for those completing in the quickest time.
The pairing game enabled customers to see the overall skin benefits to using the foundation; not only did women look fabulous with the product, their skin had also cleared up and improved on the whole thanks to the product’s infused minerals and vitamins. The stand presented Clinique as giving women the confidence to be natural beauties with or without make up.
We also had Clinique make up staff on hand who offered colour matching services followed by a 10-day colour match sample collected in store. The activation engaged over 1,500 consumers through the live game show and colour matching as well as distributed just under 3,000 sample pots to drive colour matching in store. An overall glowing success.