Blog : Growth

Moisture Rescue  Garnier

Moisture Rescue Garnier

Context

The Moisture Rescue skin care is a recent addition to Garnier’s product range. This global beauty giant wanted to enjoy his well-established reputation in hair coloring and styling products to meet the needs of its loyal customers in other categories. The arrival of a new moisturizing gel product was an opportunity for Garnier to consolidate its position among the younger clientele.

 

Solution

A sampling strategy was put forward to quickly stimulate word-of-mouth testimonials and sales. A multi-channel campaign targeting users of competing brands was introduced. A personalized email was sent to several thousand consumers, inviting them to apply for one of the 1000 full-size samples in exchange for feedback. The other respondents received a mailing containing an envelope and a high value coupon. The news spread like wildfire, with tens of thousands of applications within hours. A resounding success for Garnier.

When physical meets digital – Adweek 2013

When physical meets digital – Adweek 2013

Mark Morin, President of Strategies Marketing Direct, presents “Physical Meets Digital” at FFWD Adweek 2013 in Toronto. Discover how to build design and deliver an integrated cross-media strategy combining physical — specifically direct mail — with digital and traditional media to produce more sales and better ROI.