Brand: Launch | How to

How to Launch a Brand During Lockdown

Most skincare brands treat sensitive skin as an issue caused by skin deficiencies. Dr Jart+, however, believes that sensitivity is triggered by external environmental aggressors, not inherent skin issues. Their Cicapair line helps restore the skin's natural barrier, empowering it to protect itself.

During the pandemic, Dr Jart+ rethought their traditional beauty product launch by engaging consumers through augmented reality (AR) experiences. They collaborated with Rek0de, a digital artist known for blending physical and digital environments, to create a 360° film of Piccadilly Circus, one of the most skin-unfriendly places in the UK, and transformed it into a soothing scene using Cicapair's key ingredient, Tiger Grass.

Consumers could access this experience at home using AR portals, which they could launch via a QR code from any mobile device browser. Initially, these codes were given to influencers and the press, then made available on retail sites and in stores.

Within the first two days of the launch, over 2,000 people accessed the Cicapair AR portal, with more than 20,000 unique visits during the following two weeks. To further enhance the consumer experience, web-based AR encounters were created for the three hero products in the Cicapair range, which could be accessed by scanning QR codes near the products in-store, ensuring safety during the pandemic.

The Results

Throughout the entire launch period, the AR portal attracted over 30,000 unique visitors to the Cicapair world. The 360° film achieved 9 times the view rate of YouTube’s beauty benchmark, with double the engagement across social channels, and record-breaking engagement on Instagram (10.47% vs. the 5.2% benchmark).

Influencer content garnered 47.6 million impressions (2 million organic, 8.2 million on Instagram, and 37.2 million on TikTok). A brand recall study revealed an 85.5% uplift, double the benchmark, with the film and portal being praised as 'Best in Class' by Google.

The business impact was significant, with Dr Jart+ becoming the #1 skincare brand in UK Earned Media Value (Feb 2021) within the Estée Lauder Companies. Retail sales reached twice the target for the period from January to March 2021, and their hero product, the Cicapair Color Correcting Treatment 15ml, became the #12 top-selling SKU at Boots.

Dr Jart+ became the first Estée Lauder beauty brand to launch a product through a purely digital experience, elevating it to cult status during a time when traditional brand experiences were nearly impossible.