COMPLEXION RESCUE BY BAREMINERALS
Position a product extension to break through the cluttered beauty market – and sell out in the first two weeks
After the success of bareSkin Foundation, bareMinerals was set to launch it’s next innovation in February 2015 – Complexion Rescue Tinted Hydrating Gel. bareMinerals asked JWALK to support the campaign by developing creative for TV and digital ads in a way that would breakthrough the cluttered marketplace of bb creams, cc creams, and tinted moisturizers, while making sure to differentiate from bareSkin Foundation and align with the evolved branding of Natural Beauty.
By focusing on the storyline, “What if makeup could rescue your skin?,” JWALK marketed the lightweight hydrating gel as an innovative, easy-to-use, multi-benefit day time product, with both immediate and long term results. We developed an emotional tie to the consumer by linking hydrated skin and perfect coverage to confidence and natural beauty. We created two breakthrough TV spots that kept the creative integrity as bareSkin TV, but offered a fresh perspective with original music and evolved branding design elements. Our digital standard banners and rich media units engaged and educated consumers in a fun, interactive way.
The campaign was a huge success. Products sold out within the first two weeks at major retailers. The digital banners overall CPV performance outdid the average goal benchmark and drove significant traffic to the landing page – a total of 187 million impressions and 723,000 landing page visits. The TV commercial contributed to the high demand in retail stores and online, and its success has lead bareMinerals to continue its relationship with JWALK for the upcoming launch in 2016.