Dr LeWinn's: Defying your age

Holly Williams

In 2011, the Dr LeWinn's anti-aging cosmetics brand was in steep decline, and seen by Australians as dated, highly unfashionable and for older women.

Dr LeWinn's: Defying your age

Agency: Ward6

Advertiser: Valeant Pharmaceuticals

Author: Holly Williams

Total Campaign Expenditure:$2-5 million

Strategic communications challenge

One thing an anti-ageing brand cannot afford to do is show its age.

So when a brand goes from market leading "botox in a jar" associations to being relegated for "gold sandal, white jean wearing Nanas from the Gold Coast"1, you know you've got problems.

It wasn't only brand perceptions that were in decline. In the 12 months prior to the campaign launching, $3 million had been wiped off the books due to dwindling...

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