My Nature MyClarins
How do you convince an optimistic, health-conscious, socially responsible, digitally addicted, young generation – many of whom think Clarins is a brand 'for their mum' – that MyClarins is the perfect skincare range for them? With a fresh, engaging integrated campaign that goes beyond skincare and has them exploring their own unique nature of course.
Clarins was launching a whole new range of products designed specifically for young women. But although the range's all-natural vegan formula perfectly aligned with today's twenty-something beauty needs, they still perceived the brand as one their mum uses. We needed to show this new generation that MyClarins was made for them.
We discovered that our fresh-faced audience builds their regime around their lifestyle choices - not just their skin. So whether they're late-night, non-stop dancing queens or espresso-drinking early birds, the key to success was to make the range feel totally personal to them.
My Nature MyClarins used experiential and a supporting integrated marketing campaign to show 18-25 year-olds that this brand gets their multi-faceted, adventurous, health-conscious, socially-responsible, tech-obsessed natures. Not only that, it has the perfect products to complement them. Across 14 cities, OOH, digital and in-store, we delved into our audience's worlds to deliver products that felt custom-made for their lifestyles.