PROBLEM

How do we get new skincare users trying Biotherm’s star products? PRODUCT TRUTH

Biotherm keeps your skin healthy by using science and nature to oxygenate and nourish it. INSIGHT

If what your skin needs most is to breathe, then why suffocate it under layers of makeup?

IDEA

Let skin be skin.

SOLUTION

Create an interactive pledge allowing women to band together and skip makeup one day a week for the health of their skin. Use gamification elements like check-ins, badges and scoring to build in competitive and motivational reasons to stay committed. Engage non-participants with badges they can give to celebrate various skin attributes. Once women know that Biotherm believes their skin can be beautiful on its own, they'll start wondering how we can make it happen.

Letting pledges stick together, and they’re more likely to stick with it. Stick together with other pledges, and you're much more likely to stick with it.

Check in online when not wearing makeup. Live stats show you how keeping your promise is improving your skin and general well-being.

See Pledge Stats to compete for fun and learn what friends find most attractive about your skin. Non-pledges can get involved by giving badges that celebrate skin traits.

Alert your group when you've kept your pledge from anywhere with our mobile microsite. Save it as a smart phone icon for instant access.

Get milestones for achievements of varying difficulty, from skipping makeup twice, to eating out sans makeup, to organizing events with other pledges.

Worried about going without makeup? Our BioLab Advisors can answer your skincare related questions and recommend what's right for you.

CONCLUSION

We don't need expensive prizes or costly media buys to get noticed. Not when we’ve got more valuable assets: status and a cause our target can have fun getting behind with friends. Get women committed to letting their skin shine without makeup, and we've got them looking for new ways to care for their skin.

THANK YOU