Gurdeep Puri
Founding Partner at The Effectiveness Partnership
London, Großbritannien
TitelLashfinity
Agentur
Kampagne Max Factor Lipfinity - Procter & Gamble
Werbende Procter & Gamble
Marke Max Factor
PostedSeptember 2003
Produkt Lashfinity
Geschäftsbereich Augen-Make-up
Philosophie CREATIVE STRATEGY

As every devoted lipstick user knows, eating and drinking are Lipstick’s worst enemies. Using this insight, an advertising campaign was created that illustrated how Lipfinity would last through an evening of eating and drinking.


Stylistically, the advertising used the glamour of Hollywood and an endorsement from a make-up artist to reinforce Max Factor’s ‘make-up of make-up’ artists equity and give it more credibility.


Intrinsic to the advertising was also a demonstration of how to use the product. The first step was to ‘paint the lips’ with a coloured base-coat. The second step, a moisturising topcoat, keeps the lips soft and smooth without dissolving the colour. The result is lipstick that lasts for eight hours.



OTHER COMMUNICATIONS PROGRAMMES

A critical factor in the success of Lipfinity was a comprehensive PR programme, which generated powerful word-of-mouth and extensive support for the brand. The programme began with seeding make-up artists nine months before the launch. This was followed with one-on-one briefings to beauty editors and served to develop the first Lipfinity ambassadors. The final element was a wide-ranging in-store programme including point-of-sale material that echoed the images and demonstrations of the advertising. There were also smaller-scale country-specific programmes such as an ‘Amnesty’ in Boots UK whereby consumers got ‘Advantage points’ if they surrendered their old Lipstick and purchased Lipfinity.


MEDIA

· Television

· Consumer Magazine

· Point-of-sale

· Public relations

· Interactive/On-line

· Trade/professional

· Sales promotion


TOTAL MARKETING EXPENDITURE

Between €10 million and €20 million


MEDIA STRATEGY

The objective of the media was to drive awareness and trial. The factor that differentiated Lipfinity from previous campaigns was the consistency of message across each medium, and the breadth of mediums used.


The campaign was launched with TV and print advertising to generate rapid awareness with the target audience. Subsequent bursts of television were used to communicate new shades while reinforcing Lipfinity’s long-wear performance. Overall spending was at a similar level to competitors, and marginally higher than previous Max Factor initiatives.


A second phase of advertising was introduced to maintain Lipfinity’s position as the number one long lasting lipstick. This campaign was supported by TV and in-store ‘bundling’, whereby consumers were able to gain discounts by purchasing Lipfinity with newly launched Lashfinity & Facefinity (long-lasting mascara and foundation) in order to maximise results across the business.


SUMMARY

The phenomenally successful launch of Lipfinity has transformed Max Factor’s business, by achieving dramatic growth, and re-definined the lipstick category to create a new long-wear segment. Importantly, growth has been sustained, a real achievement in the cosmetics business, where new products are constantly being launched and are typically short-lived. Finally, the success has been repeated again and again as the initiative has been rolled out across Europe.
Problem CAMPAIGN OBJECTIVES

1. At least double the size of Max Factor’s Lipstick Franchise in the launch year

2. Create a Lipstick property that can be sustained over the long term

3. Use the Lipfinity initiative to leverage the total Max Factor business


TARGET AUDIENCE

The Lipfinity target are women, 25-44, who are educated, outgoing, active and stylish. She regards make-up as essential and since lipstick is so closely tied to her image, she’s careful to select a lipstick that looks chic and sophisticated.
Medientyp Fernsehen & Kino
Länge
Markt Großbritannien, Italien, Spanien
Planner Director
Senior Econometrician
Werbeleiter
Marketing Director

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