ChapStick: Beauty Confessions Quiz

ChapStick, a brand of lip balm, increased brand engagement among the beauty community in the US by launching a web quiz that provides personalised beauty recommendations.

Campaign details

Brand: ChapStickAgency: Revolution Digital

Strategy

Objective

ChapStick is one of very few brands that can lay claim to a 135-year brand heritage, and its longstanding success is indicative of the brand's commitment to staying relevant as consumer behaviors and preferences change. While the brand has been the longtime lip care market leader, category competition has grown increasingly fierce over the last couple of decades along with growing consumer demand and sophistication. Although the lip care category historically offered classic balms and flavors, there was a burgeoning group of beauty consumers desiring lip products with the...

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