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Garnier Beauty
Responsibly

The Challenge

For the first time Garnier was ready to bring together it’s full portfolio in a true Megabrand campaign.

We set out to build a campaign that took shoppers from thinking Garnier is a brand it’s ok to bypass at shelf to one that she can believe in and one which believes in her.

To start, we harnessed their untapped brand purpose, finding a new balance of emotion and function.

At each pulse period we played to our advantage – leading with our winning proposition in haircare & styling to cross sell into skincare.

Beauty and Responsibility often are on opposite sides of a cause. One selfless. The other selfish.

Garnier is the only beauty Megabrand who aligns their beauty mission with their sustainability ethos, allowing every woman who feels the same to never have to sacrifice. So we’re reaching out to transform Beauty Enthusiasts into Beauty Activists.

DON’T JUST LIVE RESPONSIBLY, BEAUTY RESPONSIBLY

DRIVE PERIOD 1 EARTH MONTH

  • Healthy looking beauty is not an age or a trend, it’s a belief. And she’ll buy based on a brand’s values.

  • “I know the green bottle but Garnier doesn’t feel like it stands for beauty or will add anything to my beauty routine.”

  • Educate the Emerging Beauty Enthusiasts that Garnier is a beauty brand with a mission – to be a beautiful partner for the woman she wants to be and good for the planet.

AR triggered on pack takes shoppers to the ingredient sources and our sustainability story.

Garnier is arming Beauty Enthusiasts with “Earth Month Activist Kits,” containing samples and a month’s worth of Garnier megabrand gift cards. Pushed via social channels and with charitable incentive for redemption.

RETAILER EXCLUSIVE FLAUNT WHAT
YOU STAND FOR

Launch Walmart Exclusive: Garnier Green Hair Chalk GWP on haircare + face care that gets her to “Go Garnier Green” and post pic online with #GarnierBeautyActivist to trigger donation to TerraCycle.

DRIVE PERIOD 2 BACK TO SCHOOL

  • Apparel, accessories, hot tech are what she thinks she needs for BTS; but after a couple weeks there’s another shopping trip to “true up.”

  • “I’m not necessarily thinking of my beauty routine when it comes to all the prep for BTS / BTC”

  • Garnier will prove that we’re the personal care partner to help you make a first and meaningful impression for the year to come.

Nationally, we partnered with Her Campus to leverage our “Green Your Back to School Routine” shopper platform digitally and on college campuses.

To amplify our reach, we partnered Her Campus’s InfluenceHer Collective and enlisted seven top Elite influencers on behalf of Garnier.

Pulling our national program through to retail, we executed a Target.com brand page, Digital & Social Content, and GWP bags that featured a collaboration with Luna protein bars.

Haircare was featured on a dedicated endcap with strong Garnier branding to disrupt guests while shopping.

To drive purchase at Target shelves, we created neckhangers promoting $1 off Garnier products to build a multi-product purchase to build a routine for Back to School.

BEAUTY RESPONSIBLY RESULTS

Beauty Responsibly established the first-ever Masterbrand story for Garnier. And the results show the power of a +1 strategy based on a values-based mission.

RETURN ON INVESTMENT

  • For featured Garnier brands, we saw +7% growth on new items and +3% on core, while rest of US declined -2% in Sales

  • Total Garnier at Walmart: 2018’s Earth Month was the only month to produce positive unit growth (+8%)*; we saw +10% unit growth on featured brands

  • At Target we saw a +6% $ sales growth vs pre-promotional period

  • We saw a 5% increase in shoppers buying +1 Garnier products in a given trip

RETURN ON ENGAGEMENT

  • Meredith Print Native Content reached over 57MM readers

  • Native Articles drove 55,000+ page views, with an average reading time of 68s – 39% above the 49-second benchmark

  • Our social content had an average CTR of 0.21% – 23% above the 0.17% benchmark

  • Garnier Samples distributed on College campuses

  • At Target, exclusive GWP saw 50% sell-through in the 1st week!

RETURN ON RELATIONSHIP

  • At Target, our buyer was very happy about the performance of our 2018 Back to School campaign and was excited to see how we could build on that success for the following year and beyond

  • At Walmart, the buyer was thrilled to outpace rest of market