The philosophy of Clarins is simple: create high quality skincare products derived from natural active ingredients. They celebrate the inner beauty of their clients by fusing positive habits with products to enhance the body. The company combines this ideology with preserving the environment of their ingredients and people. Push was approached to launch a promotional gift set campaign that communicates these values in order to generate and increase consumer engagement.
The company credits its success as a market leader to a solid foundation of trust. Consumer confidence is maintained by connecting buyers to core values of the brand. Our objective was to craft a master narrative that positions the brand as an ethical skincare company and communicate this through a series of gift bag designs. The campaign takes users on an immersive journey that connects their purchasing behaviour to their responsibility as a consumer. We researched the ingredients within every product offering to understand their origination and level of impact on the body and planet. This knowledge injected authenticity to create believable stories that match the purpose of each gift set to multiple client segments.
Working with Clarins, Push identified key marketing territories to explore. These were distilled into three distinct concepts that revolved around the concept of gift giving. The first design, ‘A Gift with Purpose’, acknowledges the power of small change by prioritising products sourced from sustainable ingredients. The second bag, ‘Enjoy Nature’s Gifts’, exhibits gratitude towards nature and appreciates beauty on all scales.
The final version, ‘A Gift to Replenish’, stresses the importance of regeneration to the life cycle of the planet and to ourselves. A flawless execution of a coherent gift package set allowed Clarins to upsell and cross promote their entire skincare range. Honouring the brand’s leading value resulted in engaged consumers and a 20% increase in gift bag redemptions for the year.