Garnier & Maybelline - "Garnier Relationship Marketing Programme"

RAPP

RAPP London, United Kingdom

3842

Title	Garnier Relationship Marketing Programme
Agency	RAPP
Campaign	Garnier Relationship Marketing Programme
Advertiser	L'Oréal
Brand	Garnier & Maybelline
Posted	March 2005
Product	Various Garnier & Maybelline brands
Business Sector	Cosmetics, Beauty Products & Perfumes
Problem	Our work with Garnier one of the largest health and beauty brands worldwide has proven that a relatively small-scale, yet carefully targeted, relationship marketing programme can make a large impression on even the most promiscuous consumer. Garnier has learnt that below the line activity can deliver cost-effective, measurable results that increase sales and ultimately customer loyalty.
Result	Who would have thought that insight-driven creative could over-achieve targets by 187% and create coupon redemption rates four times higher than those previously experienced by Garnier? For the consumer, direct communication from Garnier delivers benefits that are more than skin deep: incentives reward their loyalty, creativity delivers clear product features and standout and samples encourage product trial.
Media Type	Direct Mail
Market	United Kingdom
Account Director	Penny Shaw
Account Director	Elizabeth Clarke
Copywriter	Susan Young
Managing Partner	Sarah Bryan
Group Communications Director	Robert Mayes
Advertising Manager	Louise Rayner