Challenge: 

In 2022, Clarins recognised a significant lack of awareness and understanding surrounding menopausal symptoms, with 73% of women having little knowledge of these issues. The prevailing negativity and stereotypes online and across social media contributed to the taboo surrounding menopause. 

The initial goal was to replace these myths with messages of support and empathy. While the 2022 campaign made strides, only 37% of women felt empowered to discuss menopause by the end. The challenge for 2023 was to build on this success, given that over half of women still didn’t feel empowered to talk about menopause. 

Solution: 

In 2023, Clarins renewed its partnership with HELLO! to reshape perceptions, shifting the focus to its Super Restorative Day Cream with a stronger emphasis on sales. By leveraging HELLO!’s authority in women’s wellness, Clarins engaged influencers and journalists to drive the conversation. 

The content, aimed at the HELLO! audience, provided tips on combating perimenopausal and menopausal effects, emphasising personal well-being. Key components included an advertorial featuring Alice Smellie, collaborations with influencers Andrea McClean and Ateh Jewel, targeted online engagement using Permutive data, newsletters, display ads, and editorial credits within HELLO! magazine. 

Results: 

Media Results: 

• 24,000 clicks to the Clarins website 
• Advertorial achieved an average dwell time of 5 minutes and 34 seconds 
• Talent-led videos surpassed expectations with 1.6 million views 
• Collection ads achieved an engagement rate of 7.08% 
• ‘Menopause Memo’ newsletter boasted an open rate of 50.2% 

Clarins Custom Audience: 

• HELLO! created a bespoke Clarins cohort, growing from 28k to 44k, showcasing continued customer recruitment 

Research Results: 

• Clarins experienced a 2.5% boost in brand awareness 
• Consideration rose, signifying heightened interest 
• Purchase intent increased by 0.5%