Clarins faced the challenge of marketing their new Multi-Active skincare range to an emerging Gen Z and millennial demographic. With proven anti-aging and stress-related aging ingredients, the goal was to refresh their approach and appeal to a younger audience aging into the anti-aging category (traditionally associated with an older demographic).
In a saturated space, an unconventional approach was essential to stand out. The campaign theme focused on storytelling and emotional appeal, highlighting skincare routines to manage stress and stress-related aging to ambitious millennials and gen-zers with busy work and social lives.
Collaborating with Bumpp agency, I developed the influencer strategy, shortlisting creators and guiding the campaign’s execution. From negotiation to content review, I provided day-to-day support and ensured alignment with the campaign objectives.
High-value content creators were recruited to provide an honest look into their busy lifestyles and stress management strategies, demonstrating how the product added value to their lives – not just a product placement.
The campaign’s success was evident not only in social metrics but also in e-commerce and retail performance. Stockists reported an influx of younger customers seeking Clarins products, proving that a creative and engaging collaboration can achieve more impactful results.
Working in partnership with Bumpp Agency as a freelance consultant
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