Eau Thermale Avène, Klorane, René Furterer

The Challenge: Reinforcing the French Pharmacy Heritage and Expertise of Eau Thermale Avène, Klorane and René Furterer for the American Market

The unique legacy and allure of French beauty has long held a particular mystique for the American media. Beauty-savvy travelers visiting Paris view the French pharmacy, renowned for the expertise of highly trained “pharmaciens” and the plethora of coveted, iconic French beauty products filling the shelves, as their go-to destination for the crème de la crème of highly efficacious beauty products meticulously formulated with the most trusted ingredients.

 

Our mission was to build buzz, reignite new excitement and heighten awareness of our clients Eau Thermale Avène, Klorane and René Furterer as premier French beauty brands rooted in the unparalleled pharmaceutical ethics of parent company Laboratoires Pierre Fabre, and the mission of its founder, the extraordinary French botanist, pharmacist and humanitarian Pierre Fabre, dedicated to “Caring for the human being as a whole.”

 

Strategy

 

To accomplish our mission we needed to leverage this legacy of pharmaceutical excellence, dedication to well-being and long-standing dominance in French pharmacies—the unique points of difference that make Avène, Klorane and René Furterer stand out in the American market—in a new, fresh way that would generate fan growth, loyalty and engagement. Our plan of action was to create a story that these iconic brands could own to reinforce their leadership in the French dermo-cosmetics space.  The vehicle to drive our strategy: The first-ever Bastille Day campaign.

 

The tie-in: Just as Bastille Day—synonymous with disrupting the status quo—ignited the French Revolution, Laboratoires Pierre Fabre ignited a Beauty Revolution from its birthplace in the French pharmacy opened by Pierre Fabre in Castres, France, in 1951. Growing into an international company by the early 1960s, Laboratoires Pierre Fabre is now the world’s second-largest dermo-cosmetics laboratory.  

 

Today the Revolution has evolved into continuing innovation with stellar results: Eau Thermale Avène is the number-one dermo-cosmetic skincare brand in European pharmacies; Klorane is the number-one hair care brand in European pharmacies; and René Furterer continues to uphold and advance its 60+ years’ philosophy of …”beautiful hair grows only from a healthy scalp…” with acclaimed botanically based solutions.

 

Tactics

 

To showcase each brand and to capture the glamour of travel to Paris—the epicenter of the historic French pharmacies—we landed on the concept of packing a suitcase filled with a carefully curated selection of Avène, Klorane and René Furterer cult-favorites found in France.

 

As highlighting the brands’ French heritage was key even before editors and influencers opened the suitcase, we partnered with premium luggage vendor iKase for IG-worthy luxe suitcases emblazoned with the bold red, white and blue Tricolour of the French flag. A branded printed “Guide to French Pharmacy Beauty Products,” with pages devoted to the hero products from each brand and the story of Laboratoires Pierre Fabre’s roots in the French pharmacy, was included to tell their singular story.

 

Suitcases with custom-designed luggage tags reading, “I’ve been to Paris!” were sent to 150 members of print and digital media and key Influencers.

 

Timing was critical: each suitcase reached its destination in advance of July 14, just in time for recipients to have everything they needed to celebrate Bastille Day with a quintessentially French accent—French Pharmacy beauty essentials from Eau Thermale Avène, Klorane and René Furterer!

 

To heighten anticipation and generate excitement, a teaser e-mail alerting recipients to be on the lookout for something extraordinary coming their way was blasted out a few days prior to the mailing of the Bastille Day suitcase. Recipients also received a follow-up e-mail confirming receipt of their suitcase and personal thank-you notes for sharing their love on social media. 

 

Results

 

The Bastille Day mailing campaign succeeded in garnering extensive organic social media coverage and established Bastille Day as an annual powerful initiative for Eau Thermale Avène, Klorane and René Furterer!

 

Total Instagram accounts who posted Bastille Day mailer-related content: 33

Total Bastille Day mailer-related Instagram story posts: 67

Total Bastille Day mailer-related static Instagram posts: 3

 

 Overall, Karen Oliver and Associates secured 5.7M+ Bastille Day mailer-related media impressions.