Skinceuticals

SOCIO-TERRITORIAL MARKETING

Strategic objectives

Support the corporate reputation with sustainable development contents.
Raise the company awareness (target: 2M people).
Increase the sell-out (target +15%) and mkt share (target +4%).

Operation phases

Identification of potential areas of intervention interesting for the brand, whose mission is to protect women’s skin from air pollution.
Creation of a tailor-made socio-territorial marketing activity in line with the brand values: “Beauty Renovation, science renews beauty”.
Mibact partner identification: shortlist of 5 statues of female beauty deteriorated by atmospheric agents and in need of restoration.
Choice of 3 statues through a voting mechanism on social media by consumers.
Drive to store operation at pharmacies: a free skin check for consumers who had voted.
Restoration of the 3 statues, with 65% tax credit for the company thanks to the Art Bonus for measures in favor of cultural patronage.
Online verification of the restoration status, and return of the statues to the community.

Results

Increased awareness: + 4.3 M people reached (+ 1.2 M online video views).
Growth in sell out (+25%) and market share (+4%).

Thanks to this activity, Skinceuticals by L’Oréal highlighted its commitment to social responsibility and increased visibility and sales, constructively involving the target and returning to the community 3 masterpieces of the Italian artistic heritage restored to their original beauty.