58% of girls think that they have some sort of problem with their skin. Acne, skin bumps, and redness make them feel shy and unconfident. Problems should be treated medically, but it is a long process.
Vichy Laboratories created Dermablend 3D: a unique masking foundation to help girls feel confident by smoothing away the deepest bumps and correcting skin color flaws.
The product is really effective, yet we faced several challenges during strategic development.
Dermablend 3D masks skin imperfections so much so that people don't believe it's real and safe:
"It clogs the pores!"
"It is not for me; it is for professional cosmetics."
"Isn't it harmful for my skin?"
Women used to buy foundation products in mass-market stores, but all Vichy products, due to global policies, are available only at pharmacies. And Vichy has a leading position there because of experience — you see nice, visible shelves, and often you can ask a consultant how it works and obtain samples to try.
To fight those challenges, we came up with an idea. What if we could bring pharmacy experience online and make an accent for e-commerce sales?
Here is how we did it:
First of all, relevance:
with narrowly targeted ads, we found those who need to mask visible skin problems.
After, we explained how it works via a 3D presentation, which obviously showed the product's effect and how it worked.
To convince our customer, we introduced our "friend": beauty opinion leader Dasha Zolotareva.
She was happy to test our product on herself and make a video to show all girls that there is a solution.
Finally, everyone who was interested could order the set of Dermablend 3D samples.
Within 1 week of ordering the sampling set, we refreshed their memory about the product and offered them the opportunity to buy Dermablend 3D online.
And it worked.