MAKEOVER BREAK by Starcom Mediavest Group London for Max Factor

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Industry Cosmetics & beauty products
Media Promo & PR, Case study
Market United Kingdom
Agency Starcom Mediavest Group London
Released May 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: PROCTER & GAMBLE
Product/Service: COSMETICS
Date of First Appearance: May 1 2010
Associate Director: Jonathan Greenfield (MediaVest London)
Account Manager: Deborah Phethean (MediaVest London)
Senior Account Executive: Vanessa Cretoux (MediaVest London)
Media placement: TV - Channel 4 - 1st May 2010

Insights, Strategy & the Idea
In a saturated UK cosmetics market, Max Factor was tasked with differentiating itself from its rivals more clearly. The growing similarity between brands’ initiatives, and a general focus on product over equity messaging across the competitive set meant that a degree of commoditisation was developing, with consumers being attracted by the best instore offers. We had to make them believe in Max Factor’s competitive advantage in delivering its promises. To be truly effective we had to deliver this with scale.

The Max Factor target enjoys experimenting with cosmetics to create new looks. While she considers herself competent, she realises that experts can offer her new tips, tricks and trends to help transform her look with better results. Seeing products being applied provides her with the application advice she desires, credibility in the end result of a given product, and the confidence that she herself will be able to achieve it.

Creative Execution
Creating a makeover break proved a great platform for our challenge. Driving portfolio efficiencies, we enlisted three relevant beauty brands: Max Factor, Olay, Clairol. Brand expert involvement helped show the expertise we have to hand, and the showcasing of product application communicated the associated beauty benefits and clearly showed how they are achieved.

Channel 4, a key UK channel and makers of various successful TV makeover shows, were used to produce the execution. By creating a unique ‘storymercial’ format split into three c.90” parts, viewers enjoyed the makeover in three consecutive ad breaks of their favourite shows on C4.

Each section covered a different aspect of the makeover and built anticipation for the following part. Along with Max Factor’s YouTube channel and Facebook fan page, the multi-brand site provided product information and another chance to view the TV films, so consumers could start practicing the looks on themselves.

Results and Effectiveness
Delighted client! The use of TV, supplemented by online video views, provided the scale Max Factor expected.
All 3 brands experienced significant increases in Top of Mind awareness and all featured products saw positive shifts in purchase intent, including a 32% increase for Max Factor.

Our audience felt we were credible: Max Factor brand image scores jumped, particularly for “Brand I would recommend” (+21%) and “Brand I trust” (+17%).
Consumers were “amazed by the transformation” and convinced, saying they have seen “how easy it is to create a glamourous look at home using quality high street products”.