Objectives
To launch Elastoplast’s new invisible plaster to the beauty market. Integrating all communications platforms to position new invisible plaster as must-have emergency beauty secret for women wanting to look their best.

Strategy and tactics

• Working on the insight that women trade beauty secrets, ROAD created a series of filmed beauty tips with highly connected beauty blogger

• Market research was commissioned that revealed women spend 273 hours a year on average getting ready to leave the house – coining the phrase ‘having a C.O.C.O moment’ – that is, ‘clothes on, clothes off’ – a compulsion that leads to women changing their outfit 3 or more times before a night out – 54% of UK women experience COCO

• The Invisible plasters were launched at an event for over 30 beauty journalist who witnessed the product presented on male catwalk models

• The launch was filmed and a viral launched via key on-line / social media channels

Results

Extensive national, women’s consumer and trade media coverage resulted including: Sun; Mail; Independent; Look; Reveal; Stylist; Celebs on Sunday (Sunday Mirror supplement) and others. The viral has received over 8,000 thousand hits via: Youtube; Twitter; Facebook; e-mail; and word-of-mouth

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