The main motto behind the campaign was to create buzz around the launch of Cheryl’s Cosmeceuticals DIY OxyBlast facial kit which delivers oxygen deep into the skin, leading to increased luminosity and enhanced radiance.
Cheryl’s wanted to showcase a virtual experience to its brand advocates through the online session, which could help boost the brand's imagery as an expert brand that is also agile to launch products as per the need gap in the market. The case study dives into further details about the campaign execution and results.
Category Introduction
The skincare market is a massively growing market in India. According to a report by Technavio, the beauty and personal care products market size worldwide has the potential to grow by $57.79 billion during 2020-2024, and the market's growth momentum will decelerate during the forecast period because of the decline in year-over-year growth.
Considering that the beauty and personal care products are now comprising the impact and recovery pressured by the outbreak of Covid19, brands and companies have margined their focus on launching new products to gain a competitive advantage while maintaining their standards of Lifestyle and Beauty portfolio.
Brand Introduction
Founded in 1986, Cheryl’s Cosmeceuticals is a professional skincare brand catering to the needs of the Indian consumer. The L’Oreal group acquired it in 2013 to reach a wider audience looking for customized skincare solutions. The brand has 34 years of product research to find ingredients suitable for the Indian skin type and deliver satisfactory results.
The marketing objective of the brand is to create both awareness and aspiration by following a more customer-centric model that intersects both digital and physical channels. Their aim is to position themselves as the ultimate professional skincare brand which offers advanced solutions for every skin problem faced by the Indian consumer today.
Summary
The brand wanted to promote its usage during the festive season and to guide all the beauty/ skincare enthusiasts on how some easy tips and tricks can help them have a much-needed festive glow at home.
Problem Statement/Objective
With the pandemic not allowing people to go out to salons and get facial treatments, the idea behind conducting an influencer campaign was to get the right kind of influencers onboard to explain and take the users through the techniques and benefits of the DIY OxyBlast facial kit. With digital being the new normal, a Zoom session took place a week before Diwali, hosted by Gunjan Jain, National Education Manager of Cheryl's, in association with Vibhuti Arora, Facial Yoga Expert.
Brief
Create interest among users by conducting an online session and delivering them tutorials with the help of the Oxyblast Facial Kit and experienced/ verified professionals. Get onboard beauty/ lifestyle influencers and help promote the campaign #OxygenForYourSkin to gain insightful traction.
Creative Idea
With the festive season this year being a low-key affair, the idea behind hosting an online session was to guide people in bringing the festive glow at home. Filter Coffee Co. used a mix of micro, nano, and macro-influencers who are known for their beauty tips to be a part of the session and create maximum reach around this activity.
With influencer marketing picking up and creating a great impact in the new normal, Cheryl Cosmeceuticals aims to conduct similar influencer activities in the coming months, to build engagement within its target audience.
Challenges
Without the possibility of holding a physical influencer meet, Filter Coffee Co. had to think of a way to get everyone together virtually while also keeping the users hooked and engaged.
Execution
The campaign was launched via Zoom and further promoted on Instagram with support from a mix of micro, nano, and macro-influencers known in the beauty/ skincare community.
The brand wanted to convey to Cheryl’s community that focusing on yourself during uncertain times like these regardless of however less festive you feel is really important. Taking care of your skin during times like these will only boost your morale and keep you going even while at home and that’s why you have to #KeepTheGlowOn. They wanted to share their thoughts with the audience on how important #OxygenForYourSkin was. especially during the festival of lights and hope (Diwali).
Through an influencer-packed panel for the zoom session hosted by beauty experts from the Chery’s Team, the brand successfully reached an impressive 4 Lakh users. It encouraged the users to experience a virtual and affordable shift to virtual tutorials and maintain their salon glow at home.
Cheryl’s Cosmeceuticals witnessed a very decent audience engagement trail and also caught the attention of women across the country.
Filter Coffee Co. helped the brand collaborate with a lot of influencers from the beauty and lifestyle industry such as Khushnaz Turner, Nauheed Cyrusi, Alisha Pekha, Silkeena Maalik, Tina Khakkad, Prerna Mehra, Natasha Luthra, Saachi Daga, and Nivrity Das, and more.
Results
The Brand’s Total Outreach via Influencers resulted in a whopping 4,12,622 user traction. Cheryl's Cosmeceuticals witnessed 23K Opens and 91 K Views in total.
Quotes
Gunjan Jain, National Education Manager, and Skincare Expert, Cheryl’s Cosmeceuticals said, “We are known for providing Indians with skincare solutions that are sustainable and solve all their skin concerns through our expert-led salon treatments and our homecare products. I am glad that along with FCC and Vibhuti we could drive the launch of the latest new offering from Cheryl’s to not just the beauty blogger community but also to the consumers.
Anuja Deora Sanctis, Founder, and CEO, Filter Coffee Co. added, “Working with Cheryl’s Cosmeceuticals on this campaign was exhilarating and a strategic step up for the team given the uncertain times we all witnessed. With the festive season in 2020 being a low-key affair, the idea behind hosting an online session was to guide people in reliving a salon-like experience at home by trying out the Oxyblast Facial Kit. It was quite an interesting challenge to help the brand achieve such tremendous results regardless of the dynamic virtual shift that the industry faced.”
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