We adopted the concept of a ‘Spring Collection’, embracing the eclectic nature of the product ranges and presenting them as a unique spring butterfly collection. Each butterfly was derived from a different product. Simple posters were transformed by folding out the butterfly wings making them 3 dimensional, and additional butterflies occupied promotional areas, which together with a full instore VM package created a complete consumer journey.

The promotion created an immediate spike in sales of the skincare product, with improved sales for the duration of the campaign. The flexibility of the promotion was key, with the campaign being adapted locally throughout both the US and Asian markets.