Lancôme wanted to re-push UV Expert sunscreen range during the summer for its peak season by creating a new communication angle to penetrate into the younger consumer base. By educating differences between UVA and UVB, we wanted consumers to recall the expertness of the brand but not executed into too much preachy way. This campaign has to be consumer-centric approach that ultimately influence purchase intent.After the research and social listening sessions, we found out that not many people are aware of UVA & UVB are harmful to their skin if exposed too long in direct sun light. Even only a few people can explain their differences. We believe that the best way to educate consumers is to let them experience by themselves.We also believe in adding value with combination of data and creativity. We then look into the pool of data and we found a location-based & real-time UV index provided by government agency. No one really cares about it but this is a perfect match to our idea. The iPhone platform is chosen as it is the right device to reach our high profile consumers. The UV Detector application will detect current location of the user with GPS positioning and request for the UV index from the data source which is then interpreted into informative graphics. Based on their location, consumers will be able to see real-time information of the UV index with an easy-to-understand explanations of how UVA & UVB can be harmful to their skin. There is also an alarm function to prevent them from exposing too long to direct sunlight and a few self-assessment questions to ask for an advice from expert in order to get the right product to different needs.The results are quite pleasing with The UV Detector application got rating of 4+ in iTunes Store. It has been downloaded 7,826 times in 3 months and reached 11,849 times to date. People has blogged, shared and commented about it where we gained US$ 20,000 worth of earned media and 5 times ROI.