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
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.
To build high awareness of the new Pore Perfect strips with journalists
as an innovative beauty treatment and so ensure in-depth editorial
In addition, by creating sampling opportunities the agency wanted to
familiarise consumers with the Biore brand name and generate sales.
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
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
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.
The media relations campaign has so far resulted in six television
mentions, including Channel 4’s The Big Breakfast and the BBC’s Style
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.
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.