Creating a makeover break proved a great platform for our challenge. Driving portfolio efficiencies, we enlisted three relevant beauty brands: Max Factor, Olay, Clairol. Brand expert involvement helped show the expertise we have to hand, and the showcasing of product application communicated the associated beauty benefits and clearly showed how they are achieved.

Channel 4, a key UK channel and makers of various successful TV makeover shows, were used to produce the execution. By creating a unique ‘storymercial’ format split into three c.90” parts, viewers enjoyed the makeover in three consecutive ad breaks of their favourite shows on C4.Each section covered a different aspect of the makeover and built anticipation for the following part. Along with Max Factor’s YouTube channel and Facebook fan page, the multi-brand site provided product information and another chance to view the TV films, so consumers could start practicing the looks on themselves.

Delighted client! The use of TV, supplemented by online video views, provided the scale Max Factor expected.

All 3 brands experienced significant increases in Top of Mind awareness and all featured products saw positive shifts in purchase intent, including a 32% increase for Max Factor.Our audience felt we were credible: Max Factor brand image scores jumped, particularly for “Brand I would recommend” (+21%) and “Brand I trust” (+17%).Consumers were “amazed by the transformation” and convinced, saying they have seen “how easy it is to create a glamourous look at home using quality high street products”.