Pure Active Fights For You: An integrated marketing communications campaign for Garnier Pure Active Multi-Action Facial Scrub

• Main Authors: Co, Katrina Marie P., Pahati, Mary Therese A., So, Shane P., Valerio, Monica Jane T., Villanueva, Anna Angelica R.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18084
• Institution: De La Salle University

Garnier is a leading European natural beauty brand. However in the Philippines, it only entered the market in the year 2008. In February 2012, Pure Active Multi-Action Facial Scrub was introduced as Garnier Philippines' newest addition to its new line of skin care products. Pure Active Multi-Action Facial Scrub is enriched with two powerful acne-fighting ingredients namely, Purifying Salicylic acid (concentrated at 2%) and HerbaRepair, the breakthrough formula that fights six skin problems {u1000B1} pimples, whiteheads, oiliness, enlarged pores, unevenness and impurities. From the research, interviews and surveys the group has conducted, it was discovered that the brand Garnier has very low awareness, credibility, talkability, and recall with the target market. Also, due to its late entry in the Philippine market, it has very little or almost no share as compared to its competitors Ponds with a 12.4% share, Clean & Clear with a 1.1% share and Eskinol with a 10.7% share. The competitors rely heavily on above-the-line advertising and only use digital advertising as support. Garnier Philippines believes that in order to effectively communicate the Pure Active campaign as the one pure solution to its target market, it must transition from using above-the-line advertising to fully utilizing below-the line advertising with specific focus on digital advertising and brand activation for support. Therefore, the group's specific objective is to optimize a digital campaign to foster brand engagement that leads to purchase, loyalty and advocacy for Garnier. In order to differentiate itself from its competitors, Pure Active must communicate in a carefree and dynamic tone and mood.