Garnier Ultralift - Swapping labcoats and jargon for tangible proof
UltraLift, Garnier’s anti-ageing range, was a brand in steep year-on-year decline, having lost 30% of its sales in just four years. Garnier had scientific proof that UltraLift worked but, in an overhyped market, the language of science was thoroughly devalued and consumers were increasingly sceptical. In response to this, the ‘UltraLift challenge’ was launched, bypassing the usual ‘labcoat lecture’ approach by issuing a direct challenge to consumers to try the product for 14 days. Consumers were provided with a wrinkle reader to measure changes to their own skin. This created tangible evidence that was talked about by real people, which was supported by TV and online advertising. The result was an immediate reversal of UltraLift’s sales decline, a 40% increase in unit sales 18 months after the campaign began, a 16% increase in penetration, 239,000 requests for UltraLift challenge sample-kits and a revenue ROMI of 1.91.