A global cosmetics brand, LIERAC Paris, launched a range of innovative products “DIOPTI” based on periocular aesthetic techniques. Their formula was enriched with peptides that form a shield to protect against blue light and periocular cellular damage. That formula was offering the product unique features and could build a niche market opportunity by combining the technology and the scientific endorsement by specialists in the skin. The brand strategic pathway was to use the range of products to recruit new consumers by building a marketing plan in a niche market
We had to find the answers to 5 key questions:
After building a meticulous and robust marketing plan in close cooperation with LIERAC leadership team of, we prepared the ground for the recruitment of three Key Opinion Leader dermatologists to utilise their voice as the scientific validation on the damages that can be caused by blue light in the skin of the periorbital area. Consequently, the necessity to protect the skin would be more than obvious and self-proven.
We prepared a pitch presentation and presented it to the KOLs. Upon their agreement to be the brand ambassadors for LIERAC, we offered them the opportunity to trial the product range and built together the key messages to communicate to a large audience of pharmacists.
We arranged to have a satellite symposium in the largest national congress for pharmacists. The scientific panel, consisted of our brand ambassadors, had a very interesting and interactive discussion with the attendants on the benefits of taking care of the skin against the effects of blue light.
A big audience constituted of key accounts and big pharmacy After the collaboration which was planned and executed along with the PR department of LIERAC, the marketing messages were vastly broadcasted amongst different media channels.
