To launch Garnier’s Micellar Cleansing Water and Micellar Oil-infused Cleansing Water and position them as India’s most superior make-up removal solutions.
The Human Lens
Research says that women in India use soap, face wash, basic make-up remover and other products such as rose water, cleansing milk, skin cream, petroleum jelly, toner, etc. to remove make-up. None of these live up to the Micellar cleansing solutions that remove impurities from the skin and not just make-up. The young, digital-savvy make-up users in India were especially looking for a superior make-up removal solution that could be added to their daily skin-care routine. We spotted this gap between consumer expectation and available product efficacy and launched Micellar Water with the aim of filling it.
How We Shaped Behaviour
Putting on make-up is a happy act, but taking it off is quite the struggle. So, we created a simple, three-step ritual to change the perception of make-up removal by demonstrating Micellar Water’s ease of use and effectiveness.
The Success Story
A post campaign brand study revealed that we achieved:
Views in 15 days
4x of desired target