La Mer The NEW Treatment Lotion
La Mer’s beloved watery lotion—known as “liquid energy” for your skin—needed an upgrade to compete with an increasingly saturated market. While #1 in Asia, The Treatment Lotion was slower to gain traction in the West, where consumers were not as familiar with this product type and usage. To build intrigue and excitement around the launch, we created a two-pronged campaign focusing on new anti-aging benefits in the East, education in the West, and the central emotional hook that “Energy Changes Everything.”
LAUNCH FILM-EAST
Playing off of the liquid energy of The New Treatment Lotion, we follow an empowered surfer as she rides dynamic waves and discovers The NEW Treatment Lotion. Director: Nathan Copan.
INFLUENCER FILMS-WEST
We created a series of Influencer films featuring actress/singer Andra Day and skincare guru/aesthetician Georgia Louise to drive watery lotion education and new product awareness.
WEBSITE
Here we have the Launch Homepage for East which heroes anti-aging benefits, followed by a Consideration Homepage for West that deep dives into watery lotion education.
EMAILS
Here is the Global Launch Email, followed by a consideration email reassuring Eastern consumers the product is potent yet gentle, and lastly, a cross-sell email for the ultimate hydration regimen.
