CASE STUDY: Lancôme -Graduating From Marie Claire Beauty Academy
Provided by Time Inc. UK
IPC launched the "Beauty Academy", a unique partnership between Marie Claire and Lancôme, to reinvigorate the Lancôme brand.
What was the Challenge / Background of the Campaign?
Lancôme are traditionally a display/TV advertiser concentrating the bulk of their media spend on driving awareness of pillar launches. The original formula for the brand has been 'luxury', technology and modernity; a positioning not necessarily clear to the consumer. From the outset it was clear there was a confused message at counter with a lack of consultant expertise and a 'scientific' creative message that was too complicated for the consumer. Something new was needed to reinvigorate Lancôme, bringing it to life and IPC with Marie Claire, instigated this fresh direction
What was the Campaign Objective?
The objectives for Lancôme were to: Be the No.1 destination in beauty expertise and give consumers access to beauty insight through cross platform promotion, Bring Lancôme to life in-store and build profile of key Lancôme experts and, Create partnership with a key media partner.
What was the Solution?
IPC came up with the Beauty Academy which is a unique partnership between Marie Claire and Lancôme. The 7-month joint venture encompasses magazine, a bespoke Beauty Academy channel online, in-store, 3rd party partnerships, marketing/subscription opportunities and a national survey supported by PR to generate further editorial coverage. The Beauty Academy offers consumers advice and expert tips on every aspect of their beauty regime. The Academy offers advice on all beauty products, including competitors, adding credibility to Lancôme as the experts in the minds of consumers
What were the Results?
"Through combining our consumer insight and cosmetic know-how, we have complemented each others expertise to build an exceptional academy dedicated solely to beauty. It will be a truly new territory of communication in the market place including a series of stand-out editorial formats in magazines and super didactic and interactive on-line advice tools that will build excitement for both Lancôme and Marie Claire". Joanne Bletz, Marketing Director, Lancôme.
What were the Key Learnings of this Campaign?
This campaign demonstrated a new approach to special projects within the market and a strategic communication platform with the client, that puts Lancôme at the forefront of expertise within the luxury beauty market. The campaign refocused and inspired the client.