L’Oréal Garnier New Business Win

How do you draw shoppers back to a brand that’s only known for the color of its bottles?

Garnier has fantastic consumer recall of its green packaging but nothing more–not all natural ingredients, or 100% recycled packaging, or animal-free testing, or its beauty performance. We invited shoppers to reconcile two traditionally opposing sides of their beauty standards – the love for performance and love of our environment.

WINNING CAMPAIGN

Earth Month Activist Kits recruited Beauty Activists containing samples and a full month of Garnier megabrand gift cards. Pushed via social channels and with charitable incentive for redemption.

Walmart Exclusive Garnier Green Hair Chalk packaged on haircare + face care gets her to “Go GarnierGreen” and post pic online with #GarnierBeautyActivist to trigger donation to TerraCycle.

Rite Aid’s Promise of Wellness comes to life in at-shelf destination by sharing Garnier’s natural ethos and ingredients–and offering a beautiful reminder to Beauty Responsibly.

Leverage Walmart’s fastest growing omni-channel department by sampling Activist Kits inside grocery pick up orders.

CAMPAIGN TWO

Garnier celebrates everything women have gotten from Mama Earth and our amazing natural ingredients. For the first time, our packs directly tell shoppers what makes Garnier so special with Shazam augmented reality experience featuring a video series… — Garnier celebrates everything women have gotten from Mama Earth and our amazing natural ingredients. For the first time, our packs directly tell shoppers what makes Garnier so special with Shazam augmented reality experience featuring a video series with IFONLY.com, directing a minimum of 5% of every purchase to over 200 national and local charities.

The Give Back to Mama Box is a sample/coupon that transforms into a pre-paid shipping box to send her future empty full size Garnier bottles to TerraCycle when she’s done.

Intercept grocery shoppers in surprising categories and show them what makes Garnier so special…the natural ingredients.

CAMPAIGN THREE

Natural Wonder Social Quiz profiles her beauty as a force of nature and gives them a customized mix of Garnier Megabrand products. Shoppers receive video “skinned” with their type for social posting and can nominate a friend to trigger a donation to… — Natural Wonder Social Quiz profiles her beauty as a force of nature and gives them a customized mix of Garnier Megabrand products. Shoppers receive video “skinned” with their type for social posting and can nominate a friend to trigger a donation to a charity.

Spread the Natural Wonder experience through the fashion and style space with Condé Nast and their 23 Stories content studio. Discover which editors are which Natural Wonder, and see who they tag to take it next.

Drive shoppers in store with Essie, a sister L’Oreal brand, and a nail care bundle offer at a place where they traditionally purchase their nail care.

Connect with guests at Target by offering a fashionable beauty bag made in partnership with TerraCycle, representing their commitment to beauty that benefits nature.