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Medi-Cosmetique — a range of revolutionary cosmetic-care skincare
brand enters the Australian market
Build reach and brand awareness.
Target different customer audiences.
Engage heavily within the Chinese community given the brand is ranked in the Top 5 skincare brands in China.
Communicate differently to ensure we drove the reason to choose FILORGA vs meso-injections.
Gender & Age: Female, 25-44
Interest: Aging, Anti-Aging Cream, Beautiful Skin, Beauty, Exfoliation, Facial, Personal Care, Skin Care, Cosmetics, Moisturizer, Cleanser, Skin, Lotion, Cosmetology, Dermatology, HydraFacial.
Targeting Categories:
Main Interests: Fashion / Beauty / Makeup / Perfume / Luxury / Shopping / Competitor / Cosmetic
FB/IG Audience Size: 3M-3.5M
MYER Geo: 1.6M
Tactical Audience
Interests: Gifting / parents / partners / anniversaries / birthdays /Moments
Both female and male
FB/IG Audience Size: 550K-600K
MYER Geo: 1.2M
Contextual Segments
Cosmetic specific needs: Cosmetic Laser / Cosmetic surgery / Ageing Skincare Needs
Skincare Regime: Specific treatments / Area treatment / Brightening / Whitening
Competitors: SKII / Dermalogica / La Prairie / Alpha H / Ultraceuticals / Cosmetics Skin Specialists
FB/IG Audience Size: 2M-2.5M
MYER Geo: 1.4M
Main Interests: Fashion / Luxury Beauty / Travel / Dining Out / Family
Skincare Regime: Cosmetics treatments / Whitening / Brightening
WeChat Audience Size: 1M
FB/IG Audience Size: 200K
MYER Geo: 44K
Success metric to measure: Ad Recall Rate & View Through Rate
Social Media: Targeted 25-55 age group, with key skincare interests & LAL.
Audience: Retargeting
FB/IG campaigns to create engagement between the brand and their target audience, whilst driving data collection.
Paid search campaigns will capture demand from informational searches to support the brand to be found.
Success metric to measure: Engagement Rate, CTR & Sign Ups
Social Media: Driving conversion through best sellers & sign-up CTAs
Chinese Channels
On WeChat, we achieved 329K page views, +6.1% vs. planned.
Weibo achieved 93K impressions, 65% were aged between 18-40
KOLs Partnerships
Achieve 426K views across two Chinese KOLS.
I have been using Filorga OPTIM-EYES Eye Contour for 2 weeks and it has been amazing. It has a very smooth and light texture that absorbs into my skin almost immediately. Overall the results were fantastic with reduced fine lines and puffiness. I definitely would continue using this product in my daily skin/eye routine.
Love the easy application of this product. For me, an eye cream has to be easy to apply and be absorbed quickly into the skin. This product nails it on both counts.
It actually makes your skin brighter. I tried the mask and was surprised that in 15 minutes my skin felt brighter and fresher! Definitely purchasing this again.
I loved this Meso Mask as it was very nice and light on the skin. I have sensitive skin so it was very hydrating and smoothing for me.
One of the best anti-ageing products I have ever used. Will definitely buy it.
I have to admit, I am always skeptical about anti-wrinkle creams… but I was pleasantly surprised with this product. I felt that after around 14 days I could see some change to the fine lines around my eyes. I will continue to use this as I can see some difference 🙂 That makes this product so worth it !!
Product Reviews
Over 330 product reviews, +221% vs. planned, all directed to Myer.com.
Samplers found Filorga to be effective, hydrating and smoothing.
We received 4.35/5 rating, category benchmark is 4.1/5.
High purchase intent, with 73% said they would buy Filorga.
Paid search campaigns captured demand from transactional searches to increase sales at Myer.
FB/IG purchase campaign targeted people who've engaged with the brand at the top of the funnel and drove purchase intent online and instore.
Success metric to measure: CTR
Social Media: Incentivized to draw customers instore or online
Social Media
Over 1.9M impressions across the campaign.
VTR% achieved over 70% and VCR highest performance was over 59%.
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🖋️: @sallyhunwick
🌐: https://www.marieclaire.com.au/beauty/elie-saab-le-parfum/
Discover #ELIESAAB fragrance collection @myer
www.myer.com.au/b/Elie%20Saab
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