Challenge: Shift consumer perception on lip care routines.
While 81% of the ChapStick audience has a skin care routine, only 46% have a lip care routine. So, to shift consumer perception around the importance of lip care, we crafted the mnemonic phrase: Exfoliate, Nourish, Enhance. The sequence helped define what a lip care routine should look like and was exclusively associated with the ChapStick Total Hydration collection—a new, diverse product line that would help consumers complete that regimen. To further reinforce the approachability of the process and aid in purchase intent, we employed models to demonstrate product usage in a way that drove a “for someone like me” mentality.
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