CAMPAIGNS: Product Launch - A clean start for Pore Perfect

Client: The Andrew Jergens Company

Client: The Andrew Jergens Company



PR Team: Attenborough Associates



Campaign: Launch of Biore Pore Perfect Deep Cleansing Strips



Timescale: Ongoing from July 1997



Budget: pounds 20,000, excluding the costs of sampling activities



The Biore skincare range was first launched in Japan two years ago and

in the US last year, where it met with enormous success. The star

product in the range is the Pore Perfect Deep Cleansing Nose strip that

acts like a magnet to remove impurities and other ’nasties’ such as

blackheads.



In September last year, the range was launched exclusively to Boots in

the UK as a completely unknown brand. A press advertising campaign was

rolled out, targeting women’s magazines and supported by attached nose

strip samples. To differentiate the product from the plethora of other

cleansing treatments available, Andrew Jergens asked Attenborough

Associates to implement a media relations and sampling campaign.



Objectives



To build high awareness of the new Pore Perfect strips with journalists

as an innovative beauty treatment and so ensure in-depth editorial

coverage.



In addition, by creating sampling opportunities the agency wanted to

familiarise consumers with the Biore brand name and generate sales.



Tactics



In July 1997, Attenborough flew in Biore research and development

director Richard Maksimoski for one-to-one interviews with beauty

editors of key titles such as Company and Zest magazines. The aim was to

sell in the ’revolting, but satisfying’ consequences of using the Pore

Perfect strip.



A series of press releases with photography and samples were then issued

to the media. In November, Attenborough hit a problem when demand for

the product exceeded supply. The agency took the initiative and issued a

humorous ’blackheads are clearly a bigger problem for the British than

anyone realised!’ angle to generate a further wave of coverage.



To coincide with the launch, reader giveaways were placed in consumer

magazines and a suggested competition format sent out to local radio

stations.



Attenborough also distributed postcards with tip-on samples in cinemas

and used the Clothes Show Live in December and the Cosmopolitan Show in

April to demonstrate the product to the public.



Results



The media relations campaign has so far resulted in six television

mentions, including Channel 4’s The Big Breakfast and the BBC’s Style

Challenge.



All the national newspapers have reviewed the product, including the

Financial Times. The regional and consumer press all highlighted the

strips as ’sickening, but brilliant’ and over 41 local radio stations

ran competitions to win trial packs.



Media evaluation conducted by Attenborough and specialist agency

Paperclip accounted for five per cent of the budget, but further

campaign tracking was also undertaken by advertising agency CDP.



Verdict



Undoubtedly much of the success of this campaign was down to the

face-to-face demonstrations of the Biore product with beauty editors and

the distribution of over 600,000 samples. But Attenborough also

communicated the product’s quirky nature and kept it positioned as a

skincare concept rather than a medicated answer for ’problem’ skin.



The media responded well to the product, which the Times described as

the ’skin cure that knocks spots off the competition’. In addition,

within four months of its launch, Biore Pore Perfect became the fastest

selling facial skincare product in Boots. However, it is difficult to

separate the impact of PR from the ad campaign.



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