Johnson & Johnson: Dr.Ci:Labo and the Puru Puru Movement

Pharmaceutical company Johnson & Johnson increased awareness and sales of its new skincare brand Dr.Ci:Labo in China, Taiwan and Hong Kong by launching influencer events and experiential workshops to spread the word about its benefits.

Campaign details

Brand: Johnson & JohnsonAgency: Golin

Categories

  • Geographic category: Greater China
  • Practice area categories: Integrated Marketing, Influencer Marketing, Consumer Marketing (New Product)
  • Industry Sectors: Fashion & Beauty

The assignment

Dr.Ci:Labo (DCL) is a Japanese cosmeceutical brand, created in Japan in 1995. It has a cult following in Japan. Johnson & Johnson acquired the brand in 2016 and planned to sell it outside Japan for the first time, making it a new product to the region it tasked our agency with, Greater China.

Objectives:

  • Elevate storytelling to an emotional level while reinforcing the brand's values – Simple,...

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