Following on from the success of its first national TVC, Whatever Makes You, which aired mid-pandemic, e-commerce giant Adore Beauty is gearing to launch its very first above the line campaign - Melbourne, We Adore You.
The campaign will roll-out of several digital billboards across Metropolitan Melbourne from Friday, October 2, along with an initiative to give back to Victorians in lockdown with a free La Roche-Posay Cicaplast Baume (15ml) with all Melbourne Metro orders. Each gift is valued at $6.35 and approximately 7,000 units have been allocated toward the initiative.
The La Roche-Posay Cicaplast Baume is a soothing and nourishing balm that aids in skin recovery soothes dryness, and contains anti-bacterial agents to promote skin protection and can be used anywhere on the body, including face, hands, and lips. It's perfect for dry hands from overwashing and hand sanitiser and also great to soothe dry, sensitive skin from wearing face masks or PPE.
BD spoke with Adore Beauty brand and content manager, Hannah Furst to find out more on the new campaign.
Can you tell us about the Melbourne, We Adore You campaign?
We're gifting all Melburnians in lockdown a free La Roche Posay gift with their Adore Beauty orders. The gift - Cicaplast Baume B5 - is something I recommend to help soothe and repair irritated skin from prolonged mask-wearing (maskne anyone?). It features Madecassoside for optimal skin recovery, 5% Panthenon to soothe dryness, and anti-bacterial agents to promote skin protection.
Why was this important for the company to create?
Adore Beauty staff are pretty much all based in Melbourne, so we know how challenging the last few months have been. It's our way of saying thank you to our Melbourne-based customers.
What was the reception like of your first national TVC?
The concept of the 'Whatever Makes You, You' TV campaign was actually based on a quote from Kate: “One of the values I’ve tried to bring through in Adore is do what you want, do what makes you happy. I don’t think beauty should ever be a thing you HAVE to do… except sunscreen. Everything else, do what you want.” We think beauty is about being free to feel good. Communicating this message in a fun and real way has really resonated.
Will this be something the brand will look into doing again in the future?
Yes - we actually just launched our first OOH campaign with our agency Cummins&Partners. The billboards just went up around Melbourne; so keep an eye out!
Adore Beauty founder and executive director Kate Morris, also spoke with BD to give some insight into how lockdown has been for her team and advice for those in Melbourne.
The Adore Beauty team mostly works out of Victoria, what has the lockdown been like for you and your staff?
It's been challenging, that's for sure - but also really heartwarming to see Melburnians work so hard to get this virus under control. I've been so impressed with the resilience of my team at a time when our customers have needed us more than ever.
What words of advice do you have for your team and those currently in lockdown?
Hang in there and look after yourselves, we are doing so well and nearly there! We all need to practise self-care, whether that's going for a walk every day, having a nice hot bath, or taking a day off to binge your favourite series.
