News is in that Boots.com is to become the exclusive online stockist of Amie, A Teenager’s Best Friend. This skincare range (for that is what it is) is formulated specifically for teenage skin “using natural formulations and 100% recyclable packaging.”
Having noted this we had the usual frank exchange of ideas in the office and came up with the bones of a promotional campaign for Amie.
Firstly we’d zero in on the fact that it’s a teen skin product aimed specifically at the teenaged consumer – and not their parents, unlike some comparable products. Consequently we’d be aiming at the girls themselves for purchase and attempting to furnish them with enough information to make an informed decision.
We’d carry out market research in the places where teens are most likely to hang out – that way we could be sure we were talking to an average representative sample of our target market.
This would also serve another function however – that of encouraging teens to talk about the product amongst themselves. To that end we’d be making sure that all our site staff we well equipped with information and free samples to encourage and educate.
This education drive would be further helped by supermarket demonstration and information booths. These would take a quirky, fun set up – modelled after a teenage girl’s bedroom in which consumers and parents alike would be encouraged to talk about their skin care regimes and what they require. In turn they would be exposed to information on what Amie could do for them.
These booths would also be complimented by those of an alternative style based on a film make up room. Here participants would be taught tricks and tips for applying and maintaining make up as well as being able to consult with make up artists who would be able to demonstrate some of the finer points as well as stress the importance of proper skin care in relation to make up. This style of booth would serve two purposes – that of creating a buzz around the possibility of a free makeover and that of education and brand reinforcement.
While this kind of activity may seem counter intuitive – selling a skincare range by encouraging the use of make up – it is important to note that we believe in this instance that the target market is more likely to buy the product if they are encouraged to use make up sensibly and well. There is not the usual prohibitive angle to marketing this skin care (i.e. the “don’t wear make up at your age it gives you spots and greasy skin” argument) and we believe that this will give it an edge in the market place.
We would then proceed to acquire strategic partnerships (or even sponsorship deals) with high-profile brands and events suited to the teen sector. These partnerships/sponsorships would be aimed to provide both credibility to the notoriously fickle teenage market (something necessary with any new product launch and particularly to this market) and to provide a base for any competition activity we would seek to pursue.
We would, at this stage be seeking to bring into operation a more traditional ad campaign having done the innovative legwork with a more experiential angle…but you don’t want to read about that!