Neutrogena needed to increase its brand and product awareness amongst South African consumers. Perfect Solutions was briefed to drive sales of selected Neutrogena products, whilst educating target consumers of the benefits of using a dermatologically approved skincare product.
Many South African consumers were not very familiar with the recommended process for facial skin care and the target consumers were those who are ‘on the go’. We needed to make sure that consumer engagements were quick, relevant and convincing.
Qualified and trained beauty advisors dressed formally in white uniform were placed in the skin care aisles of selected retail and lifestyle stores, who would immediately enquire whether the patron would like her skin type to be instantly tested. Based on the patron’s skin type, the Neutrogena beauty advisor then recommended the respective Neutrogena products most applicable to the patron’s skin type.
A scratch card competition was also included throughout the campaign whereby consumers who purchased any Neutrogena product could stand a chance to instantly win tote bags, Neutrogena hand creams, tablets, as well as Spa Vouchers.
A total of 220 retail outlets from Gauteng, Western Cape and KwaZulu Natal were activated over 6 months. Every third consumer with whom the beauty advisor engaged with purchased a Neutrogena product; and on average, each 3-hour activation resulted in the sale of 14 Neutrogena products.