Lancome has already been established as a prestigious brand among women 25 yr+ who are core users of foreign cosmetic products. But Lancome needs to recruit younger users for further growth in Japan. A new product LCM was developed under these circumstances.Our communication goal was to promote trial and purchase by stimulating breakthrough in-market LCM brand awareness among young skincare prospects aged 16-24 yrs. Recognizing the importance of peer opinion leaders and purchase influencers, we sought to generate buzz communication contacts at prominent locations where the target would meet with friends.

UM media team led every stage of activity from consumer insights, unique & dynamic idea, strategy development, schedule planning, to unprecedented negotiations with the Media.The development of the idea was focused on generating word of mouth which came from our in-depth understanding of targets and the marketing strategy. Our propriety media research indicated that word of mouth is the most effective key driver to stimulate their trial. Thus we recommended 1.integrated media activity tied up with magazine publisher 2. Town Jack at Shibuya and 3.Utilize mobile phone media

Historically Lancom media budget focuses on magazine which is the most cost efficient and effective information source of cosmetic products. Universal McCann recommended multi contact media strategy for the LCM launch based on consumer insights and understanding of the communication challenge of this new product.