Dermalex.
Restoring the nation's confidence.
Product launch campaign.
470.3m reach to date.11% Boots voucher redemption.300,000 OTS across all four locations.9.6k sample sachets distributed.
Product launch challenge.
Build brand awareness of the Dermalex range for Perrigo (parent company) to help achieve the vision of becoming the credible go-to brand for problem skin management for all skin condition suffers. Execute a first-class product launch campaign for REPAIR + RESTORE.
Product launch solution.
A three-staged approach:
- Survey-based PR activity highlighting attention-grabbing stats on the impact of skin issues on confidence and building Dermalex brand awareness through coverage in the national press.
- Eye-catching experiential, the Dermalex REPAIR + RESTORE Roadshow, designed to visit locations near top-performing Boots stores across the UK. Distribution of samples of the moisturiser, provision of hand massages and confidence-boosting tips and handing out of redeemable Boots vouchers at Boots, helping boost the confidence of the nation and ultimately drive purchase in Boots.
- Follow-up PR building awareness of the brand and driving trial of the full product range.
Product launch results.
- 470.3m reach to date.
- Survey-based coverage in the Sun, Independent, Mirror and Metro.
- 11% Boots voucher redemption.
- 300,000 OTS across all four locations.
- 9.6k sample sachets distributed.
Product launch testimonial.
“How we feel about our skin massively affects our self-confidence – the average woman endures 84 ‘bad skin days’ each year – we wanted to change this and launch a skincare solution that can give women their confidence back. Repair + Restore is a game-changing product, and Five by Five’s launch prowess allows us to get this onto the streets and into the hands of the people who deserve it.”
Laure de Brauer, Head of Marketing – Perrigo.