Despite having great products (as proven by a loyal, but older consumer base), Dr LeWinn’s was perceived to be cold, clinical and ‘for nanas’.  What's more, an absence of comms over the past few years meant the brand was losing relevance and was failing to recruit new users. Somewhat ironically, the brand really needed a facelift. So we donned our surgical gloves and worked on a new positioning that sought to frame Dr. LeWinn’s as less of a cold, clinical brand and more of a luxury, fashion-oriented brand (with a focus on innovation). 

 

We relaunched with a focus on 'Eternal Youth', the recruitment brand within the portfolio, and used actor-slash-model Anna Bamford as our brand ambassador. 

 

The relaunch was a fully integrated campaign focusing on the path-to-purchase incorporating broadcast TV, heavy digital activity, PR, social, in mall and instore activity.