This month essano launched its first campaign working in partnership with BC&F Dentsu to drive awareness and growth of its skincare range.
It all started with a washing machine pump and a credit card. That’s how Kiwi innovators Shane and AJ formed a partnership that lead to the launch in 2013 of their essano skincare range harnessing the natural power of rosehip.
Now essano is one of New Zealand’s fastest growing FMCG brands. It is the no.1 brand in New Zealand natural skincare and looks set to overhaul L’Oréal and Olay as no.2 in total skincare in New Zealand supermarkets.
Says Caroline Clarke, general manager marketing and innovation: “We were looking for a strategic and creative partner to help us define the essanoTM brand purpose, ambition and positioning, and express this in a way that’s clear, distinctive and memorable to unlock growth.”
Says Murray Streets, managing director, BC&F Dentsu: “The essano brand is an exciting story of a smaller Kiwi challenger brand taking on the established global skin care players. The BC&F Dentsu team is extremely proud to help drive greater momentum for this local success story here and overseas. And the added bonus is that my skin’s never felt more radiant.”
It’s designed to establish packaging awareness and recognition, priming shoppers before they visit the supermarket aisle. The campaign eschews the conventional ingredient story and user imagery, focusing instead on highlighting specific skin care problems and presenting the essano product range as a practical, accessible and effective solution.
Says Rob Longuet-Higgins, associate creative director, BC&F Dentsu: “The skin care category trades on misinformation with people spending hours researching what products to use to solve the issue they have – there are countless YouTube channels and influencers dedicated to just this. With the help of The Craft Shop, we are able to present people with a premium quality product that offers beautifully simple solutions.”
The campaign is executed across TV, on demand and street posters with the media strategy planned and bought by partner MBM.
essano is available in all leading supermarkets in New Zealand.
Client: The Mix Limited
Agency: BC&F Dentsu
Media agency: MBM