Clarins wanted its complementary express skin services to drive footfall, so it commissioned LEAP to take its multichannel ‘We Know Skin’ campaign from ideation through to production and delivery. On the second anniversary of the UK’s first lockdown, March footfall rates were 15.7% lower across the retail sector than during the same period in 2019. Clarins, like other brands, needed to entice customers with experiences that could only be enjoyed in store.
LEAP’s creative team and beauty account directors grew the seed of an idea around unplugging from the chaos of life and combined this with their in-depth experience of the Clarins look, feel and values. Using a small selection of supplied imagery and campaign messaging they crafted an eye-catching collage. Featuring editorial style layouts with a contemporary look and feel, its vibrant spring-toned colour palette complemented the in-store environment. Photographs of three example sessions sparked the desire to experience human connection and care from a Clarins Skin Expert. The ads drove bookings through QR codes or buttons to the Appointments webpage.
Leveraging the technical constraints and user behaviours associated with each media channel, LEAP’s production team maximised creative effectiveness. They optimised design elements for website standout and OOH appeal, and they crafted attention-grabbing animation to target social media scrollers.
Clarins’ brand managers were so impressed with LEAP’s creative design that their e-commerce and point-of-sales teams decided to roll it out across their website and in-store displays. As retail footfall continued to recover, LEAP’s ‘We Know Skin’ campaign for Clarins was a step in the right direction.