The Challenge
Bluemercury was struggling with brand recognition. They were aware that they were not front and center, with competitors Ulta and Sephora dominating the market. They also felt their creative strategy needed a new perspective. As the world began to open up, many people looked forward to feeling like themselves again. Bluemercury needed to build a relationship with these consumers by helping them reconnect with themselves and the products they love. It was time they remembered what it was like to feel good, beautiful, ageless, empowered, excited, and connected to their sense of self.
The Solution
The campaign was designed to inspire, educate, and build customer trust, positioning Bluemercury as the go-to beauty expert for curated products. Digital and social messaging told customers that Bluemercury had the best products and experts that could assist them with any and all beauty needs. Rich media connected people with their nearest store and encouraged non-acting visitors to take a second look at their carts. Tactics were split into two categories: regional and national. Regional ads encouraged people to visit their local brick-and-mortar stores, while national ads directed them to shop online.
The Creative
The creative put the customer front and center. Product-first approaches had not been working, so the focus was instead placed on the individual. People needed to see themselves in these ads, not just things to buy. The word “you” was displayed in makeup, with the face acting as the o. This emphasized that Bluemercury could meet the unique needs of potential customers.
Agency: Marketsmith Inc; Copy: Karen Goulart; Creative Direction: Tony Siminerio
