For ladies aged 18-34, waxing was still the preferred method of hair removal.
Whereas Epilators, that tweezes hair from the root, had yet to take a firm hold in Europe.
Braun appointed smp to develop a promotional and POS strategy for their Silk Epil product. The campaign needed to rollout across a number of European countries and work alongside the above the line TV campaign. We gladly helped smooth the journey.
Using our shopper planning and touchpoint tools we developed an effective in store strategy and identified the mindset of our shoppers as ‘fulfilled’. As a result reaching them would call for eye-catching drama at the point of purchase, in the heart of the beauty regime counters. We also had to consider individual countries’ instore and on pack limitations and language translations.
Working from the ATL campaign, we developed our creative proposition and look and feel. We also produced a toolkit to address instore, trade, experiential, on-pack strategy and supportive creative. This helped us excite the markets with our ideas and encouraged retailers to place orders based on their individual needs. We fulfilled the artwork, with each market supplying written and translated copy reflecting our English messaging. Print was undertaken on a local level with head office taking care of the larger installations.
The success of this campaign established Silk Epil as the number one Epilator of choice, resulting in significant sales uplift across all markets. It also marked the start of a five year relationship with Braun. Beautiful.
Shopper Journey Planning
in all markets during the time we worked on the brand