Garnier Ultralift: Swapping labcoats and jargon for tangible proof

This case study demonstrates how Garnier Ultralift, the skin care product owned by L'Oréal, cut through scepticism about the cosmetic brands' scientific claims and increased sales.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands