Client:       The Body Perfect  (Equibal Labs, Inc.)

Product:   Blemfree  (acne products)

Creative:    View case study creative materials.

    The client had a 30-year history of providing beauty supplies to the salon industry but wanted to introduce a new line of consumer-based retail products. However, they had no existing distribution channels and wanted to sell this product line directly to the consumer through an online store.

    We needed to create an advertising and marketing campaign with a strong call to action that would get consumers to the company website. The product is an acne program sold predominantly to people in their teenage years.

    We used a series of MTV commercials and radio spots on contemporary hit stations (during the 7pm-10pm slot) to deliver our message. Each spot had multiple offers to create on-line interest. Every spot offered a free sample and the opportunity to see results in just 7 days. We also created an essay contest, where the winner would earn a $5,000 scholarship to the college or university of their choice (the winner chose to attend Columbia University). We then sent follow-up offers to each respondent offering two free movie tickets whenever a Blemfree system was purchased. Additionally, we partnered with radio stations in the market to host and sponsor teen events such as concerts, beach patrols and school- related programs.

The Results:

    The initial Blemfree test campaign was so successful it has been duplicated in several other markets including New York (City), Philadelphia, Minneapolis, Chicago and is currently preparing to launch in Los Angeles. The same formula has been used to introduce other Equibal products such as Morning Glory, Nufree and TBP4Kids, in markets such as Tampa, Cleveland, Pittsburgh and Kansas City.  The database of respondents has ballooned to over 100,000 names ,and cost per lead is less than half of what it was in its inception. Sales have started to transcend product lines, and cross-selling using e-mail related newsletters and promotional offers help introduce other products in the line to additional family members.  Sample marketing materials are included.