The Challenge
The rise of in-home beautification, accelerated by the COVID-19 pandemic, presented a unique opportunity as consumers shifted away from in-spa services. Women were increasingly experimenting with and investing in at-home beauty and grooming innovations, creating a demand for products that could meet these evolving needs. The challenge was to capitalize on this shift and support retail sales during the key holiday period by promoting a new beauty tool that aligned with the latest trends. This required highlighting the tool’s ability to deliver professional-quality results at home, positioning it as an essential addition to their beauty regimen.
The Solution
We created a targeted CTV plan to reach millennials and Linear TV plan to capture the salon waxers audience during peak summer season when other brands went dark.
Used a mix of DRTV to improve exposure in high-profile dayparts/programming and retail support to maximize frequency
The Results
