Pharmaceuticals, Beauty Products, Cosmetics & Toiletries

The Shortlist
CAMPAIGN
Midnight Sun
AGENCY
Ogilvy & Mather Advertising
CLIENT
SSUP Bangkok 1991 Co., Ltd.
BRAND
Cute Press
DETAILS
Cute Press is a local Thai cosmetics brand which struggled with its position in the facial sunscreen market as the competitive landscape was overwhelmed with global brand players focusing on innovation, technology and high SPF. Thai women, however, was left unsure about products’ performances and did not truly understand the scientific jargon. The strategy is “Turn function into a “Zaap” conversation” by creating a light-hearted drama, the most popular Thai show genre for Thai women, which focused on product benefits and performance in an entertaining and conversational way to cut through the market. The result showed 63% YOY sales growth and recruited 19.4% first-buyers out of total new Cute Press users.
CAMPAIGN
Laser or L'Oreal
AGENCY
McCann Melbourne
CLIENT
Loreal
BRAND
L'Oreal Skin Care
DETAILS
Australia is a country obsessed with cosmetic procedures. In 2015 we overtook America as the biggest market for cosmetic surgery per capita, with over $1 billion dollars spent annually on procedures that can cause significant financial and physical pain.
 
For the launch of Revitalift Laser X3, L’Oreal Paris set out to show Australian women that there are alternatives to painful, expensive & invasive cosmetic procedures. And to prove this, we conducted the ultimate experiment.
 
Laser OR L’Oreal. A first of its kind public side-by-side comparison, on the same face.
 
Over four weeks, Australian women watched as one very brave volunteer, Kate, underwent laser skin resurfacing on the right side of her face, while she used L’Oreal Revitalift Laser X3 on the left side of her face. After four weeks, the results were in, and they were astonishing.

L’Oreal Revitalift increased its market share by 33% during the period.
 
And Kate showed that when it comes to a cream vs. a laser, you’d only ever go one way.
 
CAMPAIGN
Pond's Acne Clear: Break Up with Break-outs!
AGENCY
Ogilvy & Mather
CLIENT
Unilever
BRAND
Pond's Acne Clear
DETAILS
Pond’s rescued women from a vicious cycle of acne-inspired self-recrimination.  And along the way, rescued itself from years of business decline.
Acne care in Indonesia, once a basic category dominated by Pond’s, had become a critical battleground.  It was the fastest growing skin category, and was vital for recruitment into the broader skincare market.
That should have been good news for us.  It wasn’t.  Opportunity drew competitors – specialist brands armed with specialist claims.  The category was outgrowing Pond’s and before we knew it, we were staring down seven hard years of declining market share.
We had to convince young Indonesian women to give Pond’s a second chance.  A breakthrough product innovation from Pond’s R&D was a good start.  But to earn her trust, we had to:
·         Convert her disappointment (her acne inevitably returned) into an insight.
·         Have the courage to break our own habits and align more closely with hers.
Pond’s “Break Up with Break-Outs” campaign linked a powerful new insight with a new, digital, journey-based approach, to grow by a whopping 43% in just the first 6 months!
CAMPAIGN
Prospan - Don't Ignore a Cough
AGENCY
AFFINITY
CLIENT
Flordis
BRAND
Prospan
DETAILS
The Australian natural medicines company, Flordis, approached us for help to re-launch their newly acquired herbal cough remedy brand, Prospan.

Our creative insight and cough predictive algorithm resulted in a 27% increase in sales YoY, in a market which shrank by 8.5%. 
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