The idea
We showcase the USPs of Lavera’s new skincare line “Barrier Balance”, using the umbrella of the Lavera Skin Education Academy, created by BCN, which provides comprehensive knowledge on skincare and beauty. To ensure strong recognition of the Academy, we use cross-campaign logo branding at all touchpoints.
We segment the target group according to age: under 30 and over 30. We reach younger people, who need sound information and education about skin care and products, with our brands GRAZIA and INSTYLE. We address them with native explanatory digital content and social media. We target the older segment, which is already brand-savvy, with a combination of print and digital media focusing on awareness, branding, and brand event experiences – via our brands FREUNDIN and myself.
The native storytelling
75,113 views
Our editorial hub at grazia-magazin.de consolidates all topics through online advertorials, branded content, and editorial articles – accompanied by a GRAZIA editorial test and a branded content article on instyle.de. freundin.de and myself.de target the 30+ age group with branded content articles.
The print staging
1.45 million readers
The topic “skin health and the microbiome” is credibly placed in the appropriate context of each print brand – as a classic advertorial in myself, as an event follow-up report in FREUNDIN, and as an editorial test in GRAZIA. The product sample on the FREUNDIN backing card allows subscribers to test the product directly.
The eye-catching ad
2,151,492 ad impressions
The double midscroll supports the launch of the new Barrier Balance skincare line: as a first mover on myself.de and with a top CTR on freundin.de.
The POS placements
2,649,833 ad impressions
At the point of sale, we reach the target group at the perfect moment: with co-branded GRAZIA DOOH placements in shopping centers.
The content for Instagram and TikTok
523,043 views / 219,135 impressions
For social media, we create editorially-produced sponsored TikTok videos with how-tos, tutorials, and hacks on GRAZIA and INSTYLE. In addition, the GRAZIA editorial team sets up a Pinterest board dedicated to the Skin Education Academy.
The social challenge #welovebarrierbalance
462,417 gross reach
Via brandsyoulove, ten content creators exclusively test the new Barrier Balance skincare line and talk about it on Instagram and other social platforms. Our testers loved the skincare line – as shown by the fantastic 100% recommendation rate!
The exclusive after-work event
Among friends
20 readers are invited to an exclusive after-work event with Lavera and FREUNDIN. The enjoyable evening includes an informative panel talk and a workshop where participants can try the products themselves.
The success
By looking specifically at the target group and segmenting by age group and communication behavior, we were able to implement a differentiated and effective communication strategy. The respective approach via social media, print or digital ensured optimal reach and relevance of the marketing measures and addressed the individual needs and preferences of 20 to 45-year-old women.
The idea of the “Skin Education Academy” was more than just a marketing campaign - it is a movement towards more conscious and informed skincare. Under its umbrella, everything revolves around the in-depth and holistic transfer of knowledge about skin care and beauty. In this way, we promote awareness and understanding of the skin's needs and highlight the USPs of the new lavera skincare range.
