A 360° activation that calls out!
Raise consumer awareness of the importance of fresh produce.
When you buy industrial orange juice, the oranges have been harvested months ago so the vitamins and colour are gone because they have been chemically processed. Everyone knows that. What is less well known is that it is the same thing with beauty products.
“In a market saturated by so-called healthy and 100% natural products, the difference of Les Cosmétiques Frais is that they produce ultra-healthy, ultra-efficient but above all ULTRA FRESH skincare products in only 3 days from the order, directly from the field to our skin” explains Fabrice Guyon, Founder of the brand. “It’s high time to give meaning back to beauty“, says Chloé Chaniot, Creative Director at 87seconds; and to do so, the creative agency accompanied the brand from the re-branding to the street marketing operation, including of course the realization of a 360° campaign!
The 87seconds agency responded to this challenge by producing the brand’s very first campaign, remaining true to the brand’s fresh and authentic image.
First, the creative team proceeded to the re-branding of the brand including a new logo, new graphic elements and a new editorial line. In line with this, the agency produced a film highlighting Les Cosmétiques Frais’ greatest strength: its unique production process.
In addition to the film, the collaboration included the creation of poster prints, social media content and the organisation of a street marketing activation. The aim? To raise consumer awareness of the importance of fresh produce. And to achieve this, Les Cosmétiques Frais stepped out of their comfort zone!
In addition, the brand opted for the influence strategy proposed by the creative agency in order to gain visibility and therefore virality. Charlotte Lemay (@chamellow), Rachel Trapani (@racheltrapani), Acha (@acha_happybody) and Caroline Costa (@Carolinecostaofficial) took part in the game by inviting their community to come and test the products on the spot and meet them.
The fresher, the healthier, the more effective
The key message of the campaign
“The key message we wanted to get across: Don’t put anything on your skin that you wouldn’t eat”, as Chloé Chaniot, Creative Director of 87seconds, explains. Between a fresh fruit salad or a canned fruit salad, we all prefer the fresh one? Well, a 100% natural beauty product is like a good fruit, it must be fresh if it is to be ultra-healthy and ultra-effective. Consumers were then invited to test the fresh products, adapted to their skin.
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