How we created new, younger customers for Clarins
In today's dynamic market, savvy brands are actively engaging younger consumers. This shift is crucial as we navigate generational changes in consumer demographics and purchasing power. Brands that aren't adapting are missing out.
We partnered with Clarins to launch a content creator campaign aimed at attracting a younger audience of women. The focus was on engaging them with Clarins' new Multi-Active Day and Night anti-ageing face creams, encouraging early interest in anti-ageing skincare, and driving them to stores.
The Brief
Our objective was to leverage the launch of Multi-Active to captivate women aged 20-35. We aimed to educate them about stress-ageing, its early signs, and how Multi-Active's ingredients can help prevent it. Additionally, we sought to introduce these younger women to Clarins - a brand traditionally associated with an older demographic - thereby cultivating its future, loyal customer base.
Our Strategy and Creative Approach
The campaign targeted ambitious women with busy work and social lives, because they are particularly susceptible to stress-ageing due to their fast-paced lifestyles.
Our campaign “Charge Glow Recharge Repeat” showcased the routine and benefits of using Multi-Active’s plant-based ingredients for combating stress-ageing.
The creative narrative was designed to empower women: Charge up for the day with the energising day cream, Glow through the day despite stress, Recharge at night with the relaxing night cream, and be ready to Repeat it all the next day.
This approach resonated with our target audience, as it was relevant and authentic, demonstrating how the product could add value to their lives – not just a product placement.
Unique Talent Selection
We took an unconventional approach to talent selection for Clarins. Instead of typical product promoters, we sought diverse storytellers. We partnered with FlexMami, Tina Provis, Claudia Bonifazio, and Sarah O’Sullivan. They were asked to offer an authentic glimpse into their busy lives, sharing the stresses they face and how they manage them, all while educating viewers about stress-ageing and the Multi-Active products.
This collaboration allowed them to present their genuine, unfiltered lives to their Instagram and TikTok followers, which they were excited about because it’s not something they usually get to do in a product partnership.
The Impact
The results exceeded expectations. Our goal was to foster active audience engagement and drive sales for Clarins products. The organic engagement rate on Instagram and TikTok surpassed benchmarks for our talent and other product partnership campaigns.
The campaign garnered over 3 million video views. Viewers shared their appreciation for the real-life, behind-the-scenes content, even though they knew it was a product promotion.
The talent enjoyed showcasing their multidimensional lives—day jobs, chores, relationships—beyond the usual influencer persona of glitz and glamour.
Ultimately, our campaign played a key role in the successful launch of Multi-Active by connecting Clarins with this new audience. Stockists reported an influx of younger customers seeking Clarins products, proving that a creative, engaging collaboration with influencers can achieve more impactful results than standard product placements.
Feedback From Clarins
“Working with Bumpp to bring Multi-Active to life was a pleasure. As the brand continues to acquire a younger audience, the team responded with an exciting, new and fresh influencer strategy that helped put this pillar of our anti-ageing franchise on the map for Gen Z and Millennials.
The team are veterans in the communications space and the collaboration process was very dynamic. The team were incredibly responsive and able to adapt to the brand’s requests – very professional and keen to deliver.”
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