Glam by Manicare. (Relaunch)_
Beauty accessory heavyweights Manicare asked us to relaunch their false lash brand Glam Eyes. This was a brief laden with challenges, concerning the brand, category perception and major barriers to trial. Our task was to relaunch Glam with the objectives of awareness, brand perception, and trial.
To dispel the negative perception of lashes, we came up with a disruptive idea – to conduct Australia’s first beauty-related Social Experiment. Introducing Get Your Glam On, an idea that could cut through the cluttered beauty landscape. With no guarantee of a positive outcome, Get Your Glam On was idea that called for a brave client.
The Social Experiment – we enlisted 30 fashion and beauty influencers and their combined social media audience of 800,000 to see if Glam lashes make the difference.
Brand Campaign – we devised a strategy for the brand’s overarching creative territory which played out over retail collateral and digital space.
Video Content & Amplification – we then crafted a video to take the Experiment to a wider audience. This content was amplified through a targeted media approach.
In the congested beauty category, the Get Your Glam On results were dramatic.
- 1.3 million video views (including 811,000 completed views)
- Over 4 million digital impressions
- Increased market share from 38% to 46% (+8%)
- Sales up by 27%
Get Your Glam On was a brave idea enabled through a true client-agency partnership. We achieved heavyweight results for a featherlight product.
LMG is now working with McPhersons across their full health and beauty portfolio which includes brands such as Revitanail, Manicare and Lady Jayne.