By shortening the market lifetime of a soon-to-be discontinued product, we unlocked further budget for Clarins thus creating a cross-sell opportunity across their brand portfolio.
Clarins frequently has to balance media support for competing products within its extensive brand portfolio. With minimal budget increase, our goal was to introduce a new product to market while securing "Double Serum" positioning as the #2 serum in the US.
What we did
- Created a flighting and audience strategy that allowed each product to be uniquely featured while allowing the other to draft off its visibility
- Maximised momentum and increased the value of media in the market through our flighting and audience hand-offs
- Shortened the time in market, unlocking budget, and introduced serum ad engagers to the new eye product, thus creating a cross-sell opportunity to offset cannibalisation
Total Eye Lift was rated #6 eye treatment product in the US.
Total Eye Lift was rated #4 ‘best new product’ for Clarins based on revenue.