SKIN FIRST, MAKE-UP SECOND
BRAND LAUNCH IN GERMANY
Welcome to Germany
We had the privilege of accompanying the US wet n wild and Physicians Formula brands during their market launch in the DACH region. Our strategy to increase awareness: Own content as a scroll stopper on Instagram, earned media via targeted PR measures, and recommendations via influencers who focus on beauty-related topics.
To strengthen sales for Physicians Formula during the nationwide Rossmann launch, the measures were supplemented by co-operations with well-known TV personalities, influencers who enjoy particularly high coverage and activating beauty halls.
PR begins at home
And today, the new home of a brand is its Instagram channel. Thus, the production of beauty shots on the model took top priority. In addition, flat lays were presented that focussed on product features. For example, we photographed the waterproof wet n wild Mega Protein Waterproof Mascara with turquoise during an underwater photo shoot, and the Wild Shine Nail Color glitter nail polish was draped on a miniature dance floor.
The Hollywood challenge
To reach the younger target group of wet n wild, we cooperated with Constantin Film in the feature film and DVD After Truth, and raffled cosmetic sets in the relevant media channels. The challenge consisted of applying the protagonist Tessa's make-up with the respective beauty products. We produced the matching wet n wild popcorn motifs for the social media channels as well as for the raffles in advance.
On the other hand, the Physicians Formula brand combines decorative cosmetics with skin care. The brand was developed by leading allergist, Dr Frank Crandall in 1937.
The motto is: "Skin first, make-up second". Here, we developed a more natural visual language to convey the core messages.
n the first weeks alone, more than 100 publications, among others in Glamour, InStyle, ELLE, Cosmopolitan, Grazia, Freundin, FACES, The Curvy Magazine, Bunte, InTouch, JOY, and RTL. Influencers with a wide reach tested the cosmetic products and posted consistently inspiring Instagram Stories, with clear buying recommendations.
Client: embb with the wet n wild and Physicicans Formula brands