NEW EXTENDED BEAUTY RANGE

Getting it onto the bandwidth of Young Influencers

Assignment

Palmer’s sales and share of the very competitive body care market were falling.  With a new range it was time to change that.

Action

Research showed that Young Influencers are the key to the market.

Eschewing conventional mass media we negotiated an exclusive sponsorship deal for an entire series of GOSSIPGIRL on ITV2.

This was supported by print advertising in a limited number of relevant publications including Now, Look, Dare and Beauty.

Judgement

Brand search metrics sharply increased in the run up to Christmas.

Crucially sales increased 5% period-on-period and there was a corresponding increase in market share.