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Maybelline: The Pixie Collection

L'Oreal needed our help with the launch of their new Pixie range (exclusive to Superdrug). They had been working with another agency, but the development of the Key Visual needed a new direction and the Maybelline team were running out of time.

We had to hit the ground running, and very early on we realised that a lot of the issues came from not understanding the shoppers' motivations. We compiled some short surveys for their target market before creating new designs.

The research highlighted that the target consumer cared much more about what the applied product looked like close up. They were also struggling to understand what was included in the range. We focused on addressing the hierarchy, by developing their photographic assets and the Pixie holographic background to present the range in a much stronger execution.

We then developed a strategic, tiered, store plan rollout, to ensure that every store would maximise the shoppers PTP during the campaign. Lion helped the campaign rollout nationwide and created all the POS collateral including the digital assets, consumer video and microsite. The campaign performed extremely well and the team at L'Oreal were over the moon!

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