The beauty products that cosnova developed specifically for GenZ are now available to buy in drugstores in the Müller, dm, Rossmann and Budni chains throughout Germany. The exclusive online launch of the skincare series took place in September 2023.
For the market launch in stationary retail, PIA Media, which has been working for the cosmetics company in the area of media strategy and planning for more than two years, has now taken over the creative concept for the first time.
“INAO stands for Inner & Outer beauty and the Daily Dose of Happiness. With our colorful skincare range, we convey a happy attitude to life and encourage you to take life lightly. The task was to transfer this feeling into the campaign, which will be played out on all relevant digital channels, including Meta, Tiktok and YouTube,” says Kim Eck, Brand Manager cosnova GmbH.
Lightness and joy of life – PIA Media created a total of three video animations with “Happy Balloons” in the shape of smileys, which fly the new INAO Skincare Range directly onto drugstore shelves across Germany. In order to clearly communicate the transfer from online to offline, six additional spots were designed in which the products are swiped from the smartphone directly to the drugstore.
“I am very pleased that we were able to convince our customers of our holistic cooperation and of our ideas. Thanks to the close integration of consulting, media and creation from the very first minute, we have succeeded in creating a brand experience that is perfectly conveyed to the target group in the media. In this way, we were not only able to expand our business, but also generate sustainable business impact for our customers,” says Anke Elzenheimer, Client Service Director.
Senior motion designer Daniel Oelers and the two creative directors Ben Knuppertz and Lukas Zabek were responsible for the creative concept. The campaign was produced in cooperation with the Frankfurt am Main based production agency WE ARE THE GRAM. The animation of the Happy Balloons comes from the animation artist Moritz Sass.
