Putting a face to make-up.
L’Bel is a beauty brand sold across 15 Latin American countries. Although it’s popular with women, dermatologists know little about it, doubt its quality, and recommend other brands. Possibly because it’s marketed by direct sale.
To inform these specialists and show L’Bel in a true light, Burson-Marsteller Columbia developed the ‘First Study of the Beauty of the Skin’. It surveyed the facial skin-care habits of 2,200 women in Colombia, Mexico and Peru, under the guidance of a committee of experts, including heads of the dermatological societies in the three countries.
With these search results, L’Bel could build their own expertise, share it with Latin-American women, and raise awareness among epidemiologists of L’Bel’s commitment to research.
Burson-Marsteller shared the results with dermatological societies, journals and schools of dermatology in all three countries. Burson-Marsteller presented the Study in different congresses reaching more than 3,000 dermatologists.
Burson-Marsteller also targeted journalists and bloggers, a media approach that had 81 publications talking about the study, with a publicity/ad value of $440,870.