Philips Female Beauty Heroes

2016 | London

Philips wanted to introduce their portfolio of beauty technology devices globally. We helped Philips establish the first ever global partnership with Hearst titles Elle and Cosmopolitan and created a diverse calendar of activity, plus a content hub with more than 1,500 pieces of multi-lingual videos and blogs by a panel of six well-known lifestyle and beauty influencers. This international work was a resounding success.

UK
w 78% Shift in brand perception 78% agreed that that they feel more positive / much more positive about Philips since the Beauty Heroes campaign

BACKGROUND

Philips boldly moved into the beauty sector for the first time with a unique female beauty proposition called ‘Smarter Beauty’: an innovative beauty technology devices portfolio including items like Lumea (IPL hair removal) and Visapure (facial cleansing brush). Our mission was to establish Philips as a trustworthy player in the beauty arena – a highly competitive market with established brands like L’Oréal & Chanel – and to make a bold statement of what Smarter Beauty stands for.

BIG IDEA

Our core target audience were the Beauty Savvy Thinkers: Women aged between 25 and 45 globally who spend money on personal beauty. But today’s women are lacking in confidence: just 25% say they are beautiful. They demand more than just ‘hope in a jar’, so it was vital to communicate that Philips has created the next generation of beauty solutions that makes a meaningful difference in women’s lives. And when it comes to buying a beauty product in the digital economy, women trust women, not brands.

Strong advocacy and engagement with the ‘Beauty Savvy Thinkers’ was the absolute key to generating WOM, so we established a global partnership with Cosmopolitan and Elle. These Hearst-owned publications couple a strong heritage and trusted expertise in the beauty sector with a vast scope and reach in key markets (China, Korea, Russia, Germany, France and the UK). Their endorsement of the Philips SmarterBeauty proposition offered us access to key influences in the global beauty market: a panel of six well-known lifestyle and beauty influencers/ bloggers were recruited as the voice of the campaign to help Philips bring to life the multi-cultural conversation on holistic beauty and inner confidence.

MAKING IT HAPPEN

Beauty Heroes 2015 was born: a brilliant collaboration between DAN, Philips, and Hearst – and the first ever global partnership of such a scale for any brand playing in the ‘always on’ content space.

We created a rich calendar of activity in both print and digital:

  • Print was driven by monthly DPSs in Cosmopolitan or Elle in each market
  • Our multi-lingual digital content hub, hosted on beautyheroes.com, was fed by more than 1,500 pieces of emotive and highly engaging

content allowing women to explore the world of trends, beauty routines, and tips and tricks in a new, fresh and exciting way

Social channels were used to engage Beauty Savvy Thinkers and keep the conversation going. We used native advertising on blogs to influence and display was used to drive traffic to the hub. To provide further authenticity to the campaign, we displayed a real-time social feed on the website, using the hashtag #BeautyHeroes.

w 78% Shift in brand perception 78% agreed that that they feel more positive / much more positive about Philips since the Beauty Heroes campaign
A 77% Shift in brand advocacy 77% told us that they would be extremely likely to recommend Philips to a friend
£ 75% Increase in purchase intent 75% of respondents agreed that they were very likely to purchase a Philips Beauty product

Beauty Heroes has been a big exciting first. Not only our very first global cross-media partnership, but also our first always-on campaign creating and sharing engaging, high-quality content and thereby further supporting Philips Beauty position towards #1.

Sujin Kim Global Marcom Director, Beauty Philips Global
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