Chanel Skincare Guided Selling and Social Media
Skincare Spotlight
This digital guided selling tool was developed to raise awareness of Chanel skincare and present the portfolio to the customer in an accessible way. Given the cluttered competitive landscape and the lack of cohesion between the skincare franchises, the brand needed a completely new POV to unite and support the entire category.
Serum Category Animation
The brand traditionally approached and created assets for skincare product launches as part of a franchise—a brand perspective, instead of from the perspective of a customer. With the ask to promote Chanel serums as a category with no new unified category assets, I developed the statement-driven campaign IF YOU COULD DO ONE THING FOR YOUR SKIN to position serum as the single most powerful step in a skincare routine. The direct tone and graphic typography stood out in the cluttered landscape of model visuals in social, online and in stores…and rolled out worldwide.
Serum Animation at POS
Serum Animation on chanel.com and e-retailers
Serum Animation on Social Media
Serum Animation Case Study
CONTEXT
The brand historically only promoted individual skincare products based on newness and in context of a franchise. Given the popularity of serums as a rising skincare trend, the business wanted to animate the category, which had never been done by the brand.
CONUNDRUM
There were no assets, no faces, no new products, no brand point of view and no overarching positioning for skincare. In addition, brand equity studies show that the skincare category lacks credibility and awareness.
CAMPAIGN + MY CONTRIBUTION
After looking at the competitive landscape and the market research, I conducted a panel with beauty advisors to brainstorm how they would sell a serum. Based on a conversation with a seasoned beauty advisor, I championed the line IF YOU COULD DO ONE THING FOR YOUR SKIN, requested trademark ownership and created a subsequent campaign to position serum as the most powerful step in a skincare routine. The art direction supported the direct tone and used graphic typography to deliver the high-impact message, which appeared online and offline in a 360 campaign with significant social media placements. The audience responded to the striking and straightforward messaging, which stood out in the cluttered skincare landscape of model visuals. Based on the success of the initiative, Chanel rolled out this animation worldwide to all markets.
The moisturizer animation followed the next year, based on success of the serum animation. Removing products from the context and complexity of various franchise identities, I helped develop MOISTURIZE WITH MORE, a campaign that simplified the brand category. By distilling each product to a single benefit, Chanel skincare became more accessible and engaging to the public. Expanded content revealed ingredient stories related to each key benefit to bolster skincare credibility. This theme was deployed across all touchpoints including paid social, e-retail, chanel.com, CRM and POS. The animation was well received and championed by the field, and lifted skincare sales online and in stores.