Unifying Garnier Haircare and Skincare for the First Time
We greened Garnier sales with a 10% boost by making the brand irresistible to eco-minded shoppers.
People don’t typically buy beauty products because they make something else look good. But that’s the promise we unlocked for Garnier. With a first-ever campaign that unified Garnier’s hair care and skin care lines, we showed shoppers how self-care also provides care for the planet. Beauty Responsibly transformed beauty enthusiasts into beauty activists.
Launched during Earth Month, national editorial content told our story, on-pack AR experiences brought ingredient sources to life and we incentivized offer redemption with charitable donations. Retailer-exclusive on-pack hair chalk made it easy for enthusiasts to show they’re going green IRL and on social to trigger eco donations.
For the second pulse during back-to-school/college, Garnier endeared itself to women looking to make meaningful impressions. By partnering with Her Campus, Garnier got into the hearts and hands of students with editorial content, giveaways and sampling events. Retailer extensions gave Garnier a dedicated presence online, in-feed and in-aisle. Our 57MM impressions successfully unified the Garnier megabrand and had shoppers adding both hair care and skin care to baskets, with 7% growth on new items, 10% on featured brands and a 5% increase in shoppers buying +1 Garnier products in a given trip.
EDITORIAL
Scan. Learn. Give. Garnier
AR triggered on-pack takes shoppers to the ingredient sources and our sustainability story.
Kits containing samples and a month’s worth of Garnier megabrand gift cards were pushed via social channels and with charitable incentive for redemption.
Customer Activation:
Walmart
Flaunt What You Stand for
Launch Walmart exclusive: Garnier Green Hair Chalk GWP on haircare + face care that gets her to “Go Garnier Green” and post pic online with #GarnierBeautyActivist to trigger donation to TerraCycle.
National Back-to-School
An Influential Campaign
Nationally, we partnered with Her Campus to leverage our “Green Your Back-to-School Routine” shopper platform digitally and on college campuses and enlisted seven top elite influencers on behalf of Garnier.
Customer Activation: Target
An on-Target Campaign
Pulling our national program through to retail, we executed a Target.com brand page, digital & social content, and GWP bags that featured a collaboration with Luna protein bars.
Results
Beauty Responsibly established the first-ever masterbrand story for Garnier, and the results show the power of a +1-strategy based on a values-based mission.
At Target, our buyer was very happy about the performance of our 2018 back-to-school campaign and was excited to see how we could build on that success for the following year and beyond. At Walmart, the buyer was thrilled to outpace the rest of the market.
+7%
Growth on new items and +3% on core, while the rest of the US declined -2% in sales
+10%
Unit growth on featured brands at Walmart
+6%
Sales growth at Target vs. pre-promotional period
+5%
Sales growth at Target vs. pre-promotional period
+23%
CTR on social content. 23% above 0.17% benchmark
500K
Garnier samples distributed on college campuses
50%
Sell-through in the first week for the Target exclusive GWP
