SUPER FOOD SUPER SKIN DINNER PARTIES by OMD FUSE, OMD Sydney for Estee Lauder

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SUPER FOOD SUPER SKIN DINNER PARTIES

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Industry Hospitals, Healthcare facilities & Medical Services
Media Promo & PR, Case study
Market Australia
Agency OMD FUSE
Agency OMD Sydney
Released October 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: ESTEE LAUDER
Product/Service: CLINIQUE
Date of First Appearance: Oct 4 2010
Entrant Company: OMD FUSE, Pyrmont, AUSTRALIA
Business Director, Fuse Sydney: Joanne Liddell (FUSE)
Client Services Director: Melissa Mullins (FUSE)
Account Director: Annette Ross (M2M)
Communications Manager: Hannah Serov (FUSE)
Media placement: Magazine Advertorial FPC - InStyle, Marie Claire, WHO & Famous. - 11th October 2010
Media placement: E-Newsletter Inclusion - Instyle, Famous, New Idea, & Women's Health. - 11th October 2010
Media placement: Electronic Direct Mail - Marie Claire - 13th October 2010
Media placement: Magazine Advertorial Ship - Marie Claire - 3rd November 2010
Media placement: Magazine Advertorial TPV - WHO - 15th October 2010
Media placement: Social Media - WHO - 15th October 2010
Media placement: Social Media Targeting Women 18-35 - Facebook- Run Of Site - 1st November 2010
Media placement: Solus E-Mail - Ticketek Database, Clinique Database EDM - 4th October 2010
Media placement: Electronic Newsletter - Ticketek Database - 1st November 2010

Insights, Strategy & the Idea
In 2010, CLINIQUE was in serious jeopardy - sales growth was 3.9% behind total cosmetic growth in department stores.

The brand had lost relevance in our target’s lives and its ‘serious-about-skincare’ positioning was the problem.

The target’s approach to beauty had moved on from simply using the right products on their skin. It was now about eating right, exercising & achieving work-life balance.

The challenge was to stay true to the brand’s heritage whilst giving it warmth and a local identity. We needed to evolve them from a dermatologist-developed, ‘serious-about-skincare’ brand, to becoming a ‘healthy beauty’ company.

We created The CLINIQUE Superfood, Superskin dinner parties - glamorous events focussed on the ingredients required for great skin. Each event provided an occasion for our target to look their best and reminded women that beauty on the outside is intrinsically linked to health and wellbeing on the inside.

Creative Execution
An event series allowed us to create and capture content and fuel editorial, social media, PR and word-of-mouth channels with interesting and relevant information around the topic of Superfoods and Superskin. It gave the target an opportunity to dress up, put on make-up, and feel beautiful!

Celebrity chef, Luke Nguyen and nutritionist Teresa Cutter were challenged by CLINIQUE to create a ‘Superfoods’ menu. The messaging from these experts was about achieving glowing skin, not only about the products you use, but how you ‘feed’ skin from the inside out.

We needed to acknowledge their desire to lead holistically healthy lifestyles, whilst being mindful that it was more at social occasions, rather than the gym, when the target felt at their beauty best.
This strategy allowed CLINIQUE to establish themselves as a brand focused on the science of beauty yet incredibly relevant in today’s world of health and nutrition.

Results and Effectiveness
Clinique halted their share decline and actually went 0.3% ahead of the category during the campaign period.*

Of those exposed :
- 40% were more likely to agree Clinique ‘is approachable’
- 63% were more likely to agree that it is ‘a fun brand’ (1)**
- 51% were more likely to recommend Clinique (1)***
- 52% said they intended to purchase a Clinique product.
Of those who attended, a staggering 89% said they intended to purchase more Clinique products.(1)****


* Beauty Update 2010
(1) OMD Insights Clinique Dinner Party research
** Perceptions of Clinique
*** Likelihood to recommend,
****Purchase Intent