Clinique says that “NEW Repairwear Laser Focus Wrinkle & UV Damage Corrector, is a de-ageing serum uniquely formulated to work day and night to reduce the appearance of lines and wrinkles, to repair and help prevent UV damage with results remarkably close to a dermatological laser treatment. Use just three drops of NEW Repairwear Laser Focus Wrinkle & UV Damage Corrector twice a day and in 12 weeks, achieve 63% of the visible wrinkle reducing power of a laser.”
To demonstrate the futuristic qualities of Clinique’s new skin care product, Marie Claire has created an augmented reality campaign across the magazine and website, with a video showing viewers the ‘Future of Beauty’. A special symbol, published in the October issue and featured on www.marieclaire.co.uk, will trigger the video when held in front of a webcam.
The 60 second video, produced and directed exclusively by Marie Claire for Clinique is futuristic in style and as well as conveying key product benefits, gives viewers the chance to receive a free sample of Clinique NEW Repairwear Laser Focus Wrinkle & UV Damage Corrector.
Readers will also be driven to the augmented reality campaign through a Clinique advertorial running in Marie Claire’s October beauty special. In addition to Marie Claire’s usual beauty coverage, there is a 40-page beauty supplement, Future Beauty.
The bound-in supplement includes the latest product launches and trends, skin care innovations and second skin foundation formulations – and has been a hit with beauty clients, says Marie Claire, increasing the percentage of advertising pages in the October issue by 12% year on year.
Richard Johnstone, Marie Claire publishing director, says: “This is a first in the premium beauty market and to develop such a promotion in partnership with Clinique will excite our readers.”
IPC Digital’s commercial solutions team created the augmented reality campaign for Marie Claire and Clinique. The deal was brokered by Nicola Ponting, digital account director in IPC Digital, and Chris Herbert at M2M.
Marie Claire’s October issue is on sale now.
