Even the very best beauty or personal care product formulation can’t be a success if no one knows about it – hence why marketing is so important for cosmetics brands.
Here are some of the cleverest marketing initiatives we’ve recently seen.
The British Skin Foundation’s ‘Burnable Billboard’
The British Skin Foundation (BSF) chose a novel and attention-grabbing way to raise awareness for sun protection after its research showed that over a third of people quizzed in the UK had already been sunburned this year.
The non-profit created high-tech billboards that ‘burn’ in real time and placed these in Southampton and London, as well as smaller displays in Manchester and Birmingham.
Its “Burnable Billboard” installation uses AI technology and thousands of interpolated images to accurately depict in real-time how skin burns, based on the live UV level around the billboard.
To create the billboard, an AI model, developed in collaboration with a dermatologist, was trained to produce realistic depiction of sun damage across three different skin tones.
It starts with images of healthy, undamaged skin, and then shows each stage of sun damage, to show the skin ‘burning’ in real-time, based on the live UV level.
Chief operating officer at the British Skin Foundation Phil Brady says the display was created to demonstrate just how damaging and powerful UV rays can be. “With harmful UV exposure linked to potentially life-threatening skin cancers, our campaign aims to highlight the importance of sun safety - and to encourage protective behaviours to become a part of everyday life,” he explained.
Dove’s Extreme Wash Test
Unilever’s hero skin care brand Dove is known for its creative marketing efforts and its recent activation in Chile’s Atacama Desert was no exception.
The brand wanted to prove the ‘24-hour moisture’ claim it was making for its new Deep Moisture Body Wash, so where better to do so than in one of the driest places on earth?
The brand sent influencers and beauty editors to partake in the Extreme Wash Test (EWT) – an activation in Chile’s Atacama Desert designed to demonstrate the performance of the body wash in one of the harshest environments on the planet.
Wild’s Paddington Bear collab
Refillable body care brand Wild has teamed up with Paddington Bear for its new Orange Marmalade scented deodorants.
The new scent has been launched alongside a limited- edition deodorant case, which features a picture of the iconic bear.
e.l.f x Sunnie partnership
Cosmetics brand e.l.f. has partnered with media company Hello Sunshine (founded by Hollywood actress Reese Witherspoon,) to launch Sunnie, which it dubs “a first-of-its kind media, experiential and lifestyle brand created to support, inspire and champion the next generation of women as a full ecosystem and community.”
Sunnie is based on the ideas that teens and young women “need tools – not rules – to succeed without the pressure of having everything all figured out" and the partnership aims to build “a highly inclusive online and offline experience that champions curiosity, celebration and connection.”
Witherspoon and e.l.f. Beauty’s chief marketing officer Kory Marchisotto launched the concept at the Cannes Lions International Festival of Creativity in June.
Marchisotto commented: “We are joining forces to create cultural change and give rising stars what they’ve been missing to reach their highest potential: tools, support and space to shine.”
Prada’s banana candy & Sabrina Carpenter video cameo
Prada Beauty has just launched a new Prada Balm lip balm in Banana Yellow, as a homage to the fashion brand’s iconic Spring/Summer 2011 collection that featured bananas.
When it came to promote the bright yellow lip balm, parent company L’Oréal has taken inspiration from the early Noughties trend of celebrity endorsement in pop videos. The brand worked with pop star Sabrina Carpenter to market the new launch in the singer’s ‘Manchild’ music video, where she is seen snacking on Prada branded banana sweets.
