Our client, a cosmetics chain, decided to shape its image. We had to come up with a message that would win women’s trust.Russian women didn't take part in the struggle for feminism. They were given equal rights under Soviet law, but Russia’s deeply traditional society wasn't ready for that. As a result, a Russian woman has to work, manage the home, raise children, and look great without asking for anything in return.

That’s not fair. We understand and value the unique beauty of each woman. Hence our creative concept: “Because it’s me.”We decided to speak to the audience as a sincere, emotionally engaged friend. We conducted a study to learn what women want, and initiated discussion in the media based on our data. The problem turned out to be relevant, and grew into an impassioned debate.At the discussion’s peak we presented a series of short films, based on true stories about women’s joys and concerns.

PR support was guaranteed. The films’ premieres in the stores across Russia were spectacular events. There were announcements and reports about the premieres on TV, the radio, in the press, and online. Our client’s number of shoppers tripled.

A Russian woman’s life endlessly alternates between challenges and solutions. She has to work, manage the home, raise children, and look great, without asking for help, sympathy, admiration, or anything else in return.

That’s not fair. Each woman has unique a beauty, personality, and destiny.

We understand and value each woman’s unique beauty. Hence our creative concept: “Because it’s me.”How could we tell the audience that and earn their trust and love? We would have to start a dialogue with them, be a sincere, emotionally engaged friend.

At the discussion’s height we presented a project for a series of short films in different genres.Thanks to the discussion we received more than 100 entries from professional screenwriters and directors and shot three completely different but amazingly poignant films.

The filming process was covered in the media, and the audience was eagerly anticipating the premieres. We had a problem everyone was talking about and films that everyone was waiting for. We just had to show our audience a film that would make them love a brand it didn’t even mention.

So we organized premieres in stores. PR support was guaranteed. Premieres of all three films in stores nationwide were spectacular events, and the DVDs distributed as gifts with purchase were a sought-after item. Women who missed the premiere or just wanted to watch the films again became active users of a specially created Internet portal.

The results exceeded our most daring predictions.Reports from the set, announcements about the films, reviews, interviews with actors and directors, and articles about the premieres added up to more than 200 stories on TV in 24 cities, with an average length of 3 minutes, many publications in the press, and extensive online discussion, with blogs linking to the films. One film was televised as New Year’s Eve content.

Visitors to the store increased 30.4%, shoppers increased 206.6%.

We realized that the traditional channels of communication would not work.

To celebrate women, we decided to make films. About women. Without mentioning the client’s brand. So they would trust us.Promoting a film is a simple PR job. But how could we earn recognition for a brand that isn't mentioned in the film? We decided to provoke discussion about increasing Russian women’s self-esteem.

Women’s primary sources of information are TV and glossy media. But most Russian magazines are published under licenses of Western brands and aren't interested in local specifics. The job was complicated: we had to set our hopes on TV.First, we laid the groundwork: We conducted research and learned what Russian women want and where they need support. Based on unique research data, we generated discussion in the media. The problem was so relevant that discussion was quickly picked up and continued.

Competition on Russia’s cosmetics retail market had sharpened. Ile de Beaute, a chain of more than 100 stores, decided to shape its image. We had to come up with a message that would win women’s trust.

Russian women are very loyal to the stores where they buy cosmetics and perfume. They are also highly sensitive to phonies. Direct advertising can grab their attention, but it can’t make them love a brand.