For some time long-lasting lipsticks touted long-wear and great feel but none actually delivered on its promises. In fact, Max Factor research showed that women felt their desire for long-lasting lipcolor was unmet by products on the market – some looked and felt great, but didn’t really last. Others delivered some degree of lasting wear but looked dull and made lips feel dry and uncomfortable.
Max Factor answered woman’s plea for a lipcolor that provides all-day wear and has a soft, comfortable feel by introducing Lipfinity. Though Lipfinity, with its indisputable long-wearing benefits, seemed to be destined for success from the moment of conception, women’s disappointment in past long-lasting lipsticks made them skeptical about trying new long-wearing cosmetics. This was the challenge Marina Maher Communications had to overcome to successfully launch Max Factor Lipfinity, the first “food-proof” lipcolor.
- Develop high-impact PR campaign for Lipfinity targeted to consumers and trade to:
- Create “buzz” about PermaTone and Max Factor Lipfinity before and during its launch
- Generate interest and trial of Lipfinity among women nationwide
- Demonstrate/affirm brand support behind Lipfinity to key retail accounts/customers
- Conduct compelling, unexpected activities that capture the attention of national, short-lead media
- Execute the ultimate long-lasting lipstick test among real women to eliminate any skepticism among target
- Receive beauty editor “stamp of approval” by having them experience product and technology’s superiority first-hand
- Translate national concept to local markets in targeted retail partner locations
MMC employed a two-part strategy to get female newscasters and talk show hosts nationwide to take the “Lipfinity Challenge.” First, MMC reached national broadcast shows’ make-up artists by delivering Lipfinity test kits packaged in a clever aluminum lunchbox, which included various food “torture” tests. Next, MMC delivered meals to the anchors/hosts and producers, along with Lipfinity samples. The outreach resulted in coverage on Fox News Channel’s “Fox & Friends” and “Talk Soup” on E!.
MMC took the “Lipfinity Challenge” on the road, inviting women to put Lipfinity to the ultimate long-lasting lipcolor test – eating. We secured booths at “Taste Of” food festivals in Chicago, Dallas, Seattle and Denver. At the booth, we asked women to apply Lipfinity and then test it by sampling food at the event. In addition to Lipfinity samples and coupons distributed by “Cleopastas,” glamorous models with fettuccini hair, Hollywood movie make-up artist Ronnie Specter performed lip make-overs.
The “Cleopastas” served as a quirky visual that attracted media attention on-site, while underscoring the national print advertising campaign that featured them. MMC also booked Spector on local broadcast outlets and arranged print interviews, further spreading awareness of product benefits and encouraging women to look for the brand’s booth at the food festivals.
MMC created a memorable, impactful breakfast event for editors at key consumer and trade publications to introduce to the brand and its technology. Editors participated in hands-on PerrmaTone technology demonstrations and Lipfinity “torture tests” such as rubbing and eating.
The agency conducted aggressive post-event outreach, scheduled deskside briefings for key editors who couldn’t attend the event and executed mailings and follow-up to additional long-lead media.
Within a six-month period, MMC generated more than 401.8 million consumer impressions:
Fifty-one Lipfinity placements appeared in more than 36 long-lead consumer magazines including Good Housekeeping, Family Circle, Redbook, InStyle, Cosmopolitan, Self, Allure, Harper’s Bazaar, Marie Claire and Elle.
National and local broadcast outreach resulted in placements on “The View,” Fox News Channel’s “Fox & Friends,” “Talk Soup” on E!, WFLD-TV (FOX, Chicago), WFAA-TV (ABC, Dallas), WKMG-TV (ABC, Orlando), KING-TV (NBC, Seattle), WJXT-TV (NBC, Jacksonville), KCNC-TV (CBS, Denver), KPRC-TV (NBC, Houston).
“Word-of-mouth” generated by PR helped Lipfinity capture a 5.3 market share and 37% unaided awareness before the launch of national broadcast advertising.
Lipfinity is already the #3-selling lipstick in the country’s crowded lipstick category and continues to grow.