Garnier Ultralift: Swapping labcoats and jargon for tangible proof
Principal authors: Anthony Harris and Tony Quinn, Publicis LondonContributing author: Vasileios Kourakis, L'Oréal
Introduction
This paper tells the story of UltraLift, Garnier's mass-market anti-ageing range. It was a brand in steep year-on-year decline in a flatlining market, and it had lost 30% of its sales in just 4 years. With this decline looking set to continue, things were heading towards a crisis-point.
Garnier had scientific proof that UltraLift worked. But in an overhyped, overcrowded market, the language of science was thoroughly devalued and consumers were increasingly sceptical.
The...