Context

This initiative aims to debunk false myths about beauty and skincare that often spread on social media and disorient consumers. The two brands offered tangible action to help consumers make an informed beauty choice. Shiseido, the Japanese giant brand renowned for its historic skincare and cosmetic know-how and innovation, has partnered with Douglas, a leading company in selective perfumery in Italy, for the Beauty Expert project.

Creative Minds

The campaign, developed in collaboration with Rai Pubblicità, features Maria Esposito. A standout star of “Mare Fuori,” the record-breaking drama that has dominated the Italian media landscape over the past two years. The fourth season alone has garnered over 70 million hours of viewing in just eight weeks. Also, in terms of digital viewing, “Mare Fuori” was the most consumed on-demand content for the first four months of 2024. The Beauty Expert project debuted on February 14, 2024, in conjunction with the airing of the fourth season on Rai 2 and RaiPlay. The first of four episodes dedicated to debunking skincare myths aired, covering topics such as hyaluronic acid, acne and makeup, sunscreen, and dark circles.

Rai Pubblicità proposed a serial advertising format called “Branded Stories,” allowing the brand to develop a structured and impactful narrative. In these episodes, Maria Esposito voiced her doubts about skincare and makeup, turning to beauty expert Linda Renna for advice, thereby emphasizing the importance of consulting experts and seeking personalized consultations.

Furthermore, the Beauty Expert initiative by Shiseido and Douglas offers consumers the opportunity to book a personalized Skincare School session for free. By scheduling an appointment at Douglas stores or on the Douglas.it website, consumers can better understand beauty products, learn how to choose them, and receive guidance on their proper usage. Through these free Skincare Schools, Shiseido and Douglas demonstrate their commitment to helping consumers make informed beauty choices.

Rai Pubblicità was responsible for the development and implementation of the campaign. The project development involved the Brand Integration and Special Initiatives teams.

Results

The campaign achieved remarkable success, as demonstrated by Rai Pubblicità’s research, which showed excellent results at all levels. Comparing viewers with non-viewers of “Mare Fuori”, significant uplifts among women aged 18-64 were noted on key brand KPIs such as Awareness, Favourability, Opinion, Identity, Consideration, and Advocacy for both Shiseido and Douglas. This comprehensive success indicates that the campaign effectively worked across the full funnel, performing well on both upper and lower funnel KPIs.

On top of that, the free personalised Skincare Schools with lessons on the correct usage of beauty products  counted for 6.500 registrations.

The initiative’s impact was further amplified by a launch press conference organized by Rai Pubblicità in collaboration with Shiseido and Douglas. This event engaged numerous beauty-focused publications as well as trade marketing and communication publishers. The campaign was appreciated and referenced as an innovative communication model by other clients targeting the same audience, suggesting its potential for scalability and repetition with other clients.

Source: egtaknowledgehub.com