To mark and promote the launch of its new Double Serum, Clarins aimed to strengthen the relationship with its female readers and to create a strong brand message for its new product.
ELLE France offered Clarins high visibility and interactivity through a 360° campaign involving a beauty test for ELLE online visitors along with the creation of a promotional “mini-magazine”, advertisements and editorials on Europe 1 radio station to support the campaign, and a competition via social networks.
4.
1.
RECRUITMENT of beauty testers by way of
a questionnaire produced in collaboration
with Clarins
2. SELECTION of 30 testers from
amongst the ELLE beauty test
applicants
3. TESTING of the Double
Serum product for 1 week
5.
4. ANNOUNCEMENT OF THE RESULTS from the beauty
testers
# Results of the beauty
test: statements, statistics
and word of mouth
Wide angle + Homepage
takeover in the Beauty section
# Links to the Clarins site with an
exclusive ELLE offer: 1 free
sample of a beauty care
product or make-up with every
order
# Editorial content
dedicated to the Double
Serum product
Interstitial
6.
4. ANNOUNCEMENT OF RESULTS from the beauty testers
ADVERTORIALS
RADIO SPOT
Listen 45''.mp2
8.
DEDICATED FACEBOOK SECTION
Competition concept:
Users had to answer questions
on the composition of Double
Serum to have the chance to
win a year’s supply of Clarins
products.
