Use of Publications
Client Hindustan Unilever
Brand Lakme Absolute
Agency Mindshare
Brief Absolute, Lakmé©’s premium makeup range, stands for innovative, cutting edge beauty. In 2015, Lip Pouts was launched, challenging category product and communication codes (pop vs. intense colours, neon vs. matte/chrome packaging, playful vs. stylised communication).
Our task was to create a disruptive media launch that was as cutting edge as the brand.
Scale & Location
 Location/Platform: It was critical for us to target the right audience as the product sported a range of pop colours aimed at a young, experimentative demographic. Hence, we chose Grazia””a magazine preferred by younger audiences. We launched our campaign in the festive Beauty Bumper issue.
Timing was also critical. Hence, our campaign was run during the peak period for makeup consumption””from Diwali to New Year.
Cultural Context
 Location/Platform: It was critical for us to target the right audience as the product sported a range of pop colours aimed at a young, experimentative demographic. Hence, we chose Grazia””a magazine preferred by younger audiences. We launched our campaign in the festive Beauty Bumper issue.
Timing was also critical. Hence, our campaign was run during the peak period for makeup consumption””from Diwali to New Year.
Solution
 The unit was designed with touch sensor enabled buttons (each coloured to represent a Lip Pout shade), connected to a circuit which would light up the product packshot placed playfully on the model’s pout.
Readers could press the different coloured buttons to see the color of the product change in the magazine, giving them an immersive experience.
Additional 1
 Results: Lakmé© saw an astounding 1050 bps growth in Top of Mind. Other key measures also saw significant uplift:
• Spontaneous awareness – 250 bps
• Are Innovative Brands””920 bps
• Are Experts in Cosmetics—767 bps
That 180% of planned sales was achieved in just 5 months was the icing on the cake!
Insights:
 Experiencing the color palette offered is a deciding factor in brand choice. Thus, enabling  product experience was imperative.The second factor dictated the medium. Beauty magazines are a treasured resource for the beauty aficionado.Our solution brought together consumer experience, Lakmé’s philosophy, Reinvent, and the product tagline, Playtime for your Pout—India’s first interactive-digital ad.