Hello all! A new skincare brand, Cerave, was to be launched to the public and the media using relatively unknown attribute terminology such as "barrier repair" and "ceramides." The brand's objective was to become the #1 Cleansing and Moisturizing in drugstores nationwide.
LCG was retained in 2004 while the brand was still in development. The agency's first initiative was to assist the brand by incorporating its dermatologist partners in the PR program's launche phase to give the brand greater editirial authority.
Next, the agency took word "launch" literally by "launching" the CeraVe brand in 2005 with a special editorial event at the Rose Central for Earth & space at the American Museum of Natural History in New York City. Including Coria Laboratories' marketing respresentatives in the launch activity, CeraVe was introduced to the press with a simulation of a rocket launch and the premise that if Cerave was effective enough to mostorize the skin, it was effective enough to moisturize ab arid planet!
The lunch for beauty editors was complete with a mock mission-control center and visual presentation complete with a rocket launch and smoke which created editorial excitement for the brand. Futher, LCG separated CeraVe from the "skincare pack" using creative, attention-getting communication vehicles and frequetly interfaced editors with dermatologist to help them develop their own stories.
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