No7 : LCBS Lockdown Lines
“botox in a bottle” miraculously taking off those COVID years
CONTEXT: During UK lockdowns, skincare began to boom. But despite being sold exclusively at Boots (one of the few retailers allowed to remain open), No7 Laboratories saw a 48% decline. So to switch the momentum, we decided to pump some energy into one of their top sellers, Line Correcting Booster Serum.
CHALLENGE: Win over new, non-skincare-fanatic consumers to give the miracle serum a try
INSIGHT: Hitting pause on our lives made us more aware of our aging … in fact with the help of dermatologists, we found that 60% of UK women had noticed new wrinkles during 2020.
CREATIVE IDEA: We coined these newly acknowledged signs of aging ‘lockdown lines’ and positioned LCBS as the unique solution, bringing levity to the unifying wrinkle-inducing realities we’d been living this past year. Rather than show beautiful women applying skincare products in isolation, we utilized influencers sharing the product with one another, and their real, crazy, at-home lives as the backdrop.
RESULTS: We met our business target on day 4 of the 4-week campaign, generating a +250% uplift in sales that continued to grow. LCBS became, and remained, the top selling product (by revenue, profit & volume) on Boots.com. And 40% of these purchasers were entirely new to Boots.
AWARDS:
Drum Award - ‘customer insight’ category
Campaign MediaWeek Awards - shortlist in fashion&beauty category
PRESS: