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A nice campaign on facewash being simple.
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NOXZEMA
A Case Study
The Challenge
Help a mature brand stand out in an
oversaturated market.
The Research
PrimaryFocus GroupSurveySimple ObservationInterviews
SecondaryBrand Dossier
Mintel ReportsEBESCO Host
%What do we want face wash to do?
Remove oil and dirt, refresh. Not solve our acne problems or turn back
the hands of time.
NO Frills
PRICE MATTERS
OVERWELMED BY THE INDUSTRY
FACE WASH IS FOR REMOVAL
DOWN and DIRTY10%
Soap Only
FREQUENTELYFRESH
76%Use 1-3 products
PORTRAITPERFECTIONISTS
14%Use 3+ products
NO Frills
What Is Going On?
“Not a just skin care, Revolutionary cell care ”
"Get your best skin”“Get acquainted with your skin's best friend”"So purifying, it's like a mini-sauna "Love the skin for your face”
you're in”"It's beauty ofnature and science”
"Live your beauty”
”Give your skin a spa treatment at home”
It is just face wash. No more, No less.
Recommendations
• Lid quotes
• Noxzema dispensers.
• Be in two places at one time.
“This is the answer”“Convince him its as easy as soap and water”
“Save your money for the real beauty products ”
