Title | EYES CREAM |
Brand | T.D.G. VERTRIEBS GMBH & CO. KG |
Product/Service | EYES CREAM |
Category |
E03. Beauty & Healthcare |
Entrant
|
KOREFE Hamburg, GERMANY
|
Idea Creation
|
KOREFE Hamburg, GERMANY
|
Idea Creation 2
|
KOLLE REBBE Hamburg, GERMANY
|
Credits
Sascha Hanke |
Kolle Rebbe GmbH |
Executive Creative Director |
Alan von Lützau |
KOREFE |
Head of Innovation and Design |
Tim Esser |
Kolle Rebbe GmbH |
Creative Director |
Stella Daumenlang |
KOREFE |
Art Director |
André Martens |
Kolle Rebbe GmbH |
Account Director |
Lore Glander |
Kolle Rebbe GmbH |
Production Manager |
Alice Feja |
Kolle Rebbe GmbH |
Art Buyer |
Sebastian Arends |
Kolle Rebbe GmbH |
Retoucher |
Wibke Çoksezen |
Kolle Rebbe GmbH |
Retoucher |
Dirk Weyer |
n/a |
Photographer |
The Campaign
EYES CREAM is the first concealer that actively improves the appearance of the skin.
The secret: EYES CREAM is stored in the fridge not the bathroom. It cools as it is applied, causing the pores to close and the skin to look and feel smoother. This remarkable innovation is communicated by its iconic packaging, inspired by classic American ice cream tubs.
Creative Execution
The EYES CREAM tubs (75ml 2,5 fl. oz.) come in five different “flavours” which suit the five most common skin problems: Chocolate (conceals and contours), Mint (conceals rashes and redness), Raspberry (conceals dark spots), Vanilla (age spots) and Blueberry (conceals and chills sunburns).
Indication of how successful the outcome was in the market
Its unusual storage and its fresh design make it a real eye-catcher at the POS, elevating a fundamental basic to a fashionable essential. A limited edition was exclusively available in concept stores and selected beauty retailers. Due to its strong resonance and great success, EYES CREAM will be launched nationwide across Germany during the fall of 2017.
The strategy was to achieve an immediate impact in the densely packed cosmetics market.
By inventing a whole new category and using an attention-grabbing packaging EYES CREAM stands out from the competition and instantly demonstrates its unique character.