For nearly half a century, Simple has defined itself by what it is not – no colour, no perfume. However, as competitors have put increasing emphasis on ingredient led hyperbolic claims, Simple’s reductive positioning had started to limit the brand’s growth. The communications challenge was to find a way to add a new and positive dimension to the brand, without alienating the existing customer base. The creative campaign focused on giving the brand a distinctive point of view on beauty. The 'Simple says' campaign used women with an understated, glowing beauty as spokespersons for achieving natural beauty, though TV, PR and online among others. The campaign generated £5.9m of incremental market value in the eight week on-air period and an ROMI of almost 3:1