Clarins wanted to assist consumers to choose the appropriate SPF factor and educate them about how UV radiation impacts the skin. During the day, UV radiation may vary between low and very high. As a result, choosing a sunscreen that is lower than the UV radiation may result in sunburned skinned instead of beautifully tanned skin.
The Clarins Team was looking for a tool which could demonstrate the intensity of UV radiation. Another goal was to increase UV awareness and the need for the appropriate SPF protection to prevent sunburn.
The USP Solutions’ challenge was to translate Clarins’ needs to a brand activation tool that enabled consumers to touch and feel the brand, thus educating consumers about using sunscreen with the accurate SPF factor. The experts at USP Solutions knew that in order to create and support brand loyalty, they had to find a way to engage the consumers’ senses.
USP Solutions developed concepts, which were sent to the Clarins marketing team for review. The experts at USP Solutions proposed that the UV Intensity technology was the best technological match for this campaign.
Once it was decided how the haptic tester experience could be implemented in the campaign, USP took complete responsibility, handling everything from artwork creation/integration to printing and on-time delivery.
The UV Intensity test area reacts by changing color when it is exposed to UV radiation. Depending on UV radiation intensity the test area changes from light to dark purple. The darker the test field, the more intense the UV radiation; in this case the sunscreen’s SPF factor must be higher be to protect the skin against sun damage.
How it works:
Our beauty marketing tools are highly effective.
Watch this video to see the tool in action
Place the UV bookmark in front of you.
Expose test field of UV bookmark to sunlight or a UV lamp for 10 seconds.
Depending on UV intensity, the test field will change color from light to dark purple.