GARNIER

Moisture bomb Tissue Mask

#Maskie (Originally #GetSheetFaced)

Brief

Launch the moisture bomb in social while creating buzz and make it the number one sold tissue mask in the U.K.

Insight

Sometimes you’ve got to look bad before you look good.

idea

Let’s face it, making a sheet mask selfie look picture-perfect is an impossible task. We thought It’s hard to resist taking a photo, so we thought we’d harness women tending to embrace their slightly creepy (and funny) side of the beauty rituals and while let their creativity roam free. This is where the #Maskie . hashtag and social campaign came into play. The content and challenge introduced and enticed you towards the tissue mask and the hashtag empowered the unapologetic sheet selfie.

How we did it

We enabled Garnier to tap into an existing social movement, without being on the bandwagon. Bought the notion “sometimes you have to look bad to look good” to life in a humorous and relatable way. Changed the feeling of a beauty regime from a burden to a moment of entertainment. Embracing the fact that sheet mask selfies are unflattering makes it feel OK for people to post them without feeling embarrassed, thus normalising it. Generated entertaining content through a hashtag which cut through existing beauty fad hashtags and thus resulted in social buzz.

The #Maskie Campaign:

We briefed our Takumi influencers (those with a good sense of humour) to share their ultimate #Maskies.

Garnier re-posted the best entries encouraging other users to share their own.

We had a weekly #Maskie competition, posting the best/funniest entries every Sunday eve ahead of the week.

Strategic sample handouts at clubs, bars, events, underground stations encouraging people to post a #Maskie.

Garnier’s Ultimate Guide To A #Maskie: Ironic tips and tricks on how to best pose with a sheet mask on your face. Including angles, lighting, props.

influencer videos

We used Estee Lalonde to start off the the buzz with two social videos:

The first was an introduction to the moisture bomb, bring you up to speed on the benefits and how it differs to other products in the market.

Applying the Moisture bomb in a real world scenario, in this case a morning routine. We wanted to establish that the moisture bomb can be done quickly, efficiently and effectively even before your morning commute. Establishing it as a cheap “must have” beauty product that works for everyone.

Social

Social played a big part in generating buzz for the product. The campaign started on social where influencers big to small took part in the #Maskie challenge where they took pictures of the moisture bomb mask (flatlays) and when they were using it daily. The public loved the incentivised #Maskie challenge and showed us when and how they were using it.