Garnier: how a small-budget relationship marketing programme can have a big effect on promiscuous customers

This case study describes how Garnier, one of the largest health and beauty brands and spender of £40 million a year on advertising, tested a relatively small-budget relationship marketing programme of just £500,000 – and discovered it could create loyalty and build sales amongst consumers who were becoming increasingly promiscuous with their health and beauty spending.
Agency: WWAV Rapp CollinsAuthors: Robert Mayes, Sara Bryan, Susan Young, Elizabeth Clarke and Penny Shaw

Garnier

How a small-budget relationship marketing programme can have a big effect on promiscuous customers

This is the story of how Garnier, one of the largest health and beauty brands and spender of £40 million a year on advertising, tested a relatively small-budget relationship marketing programme for just £500,000 – and discovered it could create loyalty and build sales amongst consumers who were becoming increasingly promiscuous with their health and beauty spending.

This small pilot programme provided such incontrovertible results that relationship...

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