Crème Simon: Australian Brand Launch

Case Study

Crème Simon: Australian Brand Launch

OBJECTIVES

To launch Crème Simon into the Australian marketplace and support its launch in Sephora.
To establish unique positioning in a cluttered Australian skincare industry, focusing on climate-customised skincare.
To inject an exciting and distinctive brand personality into the communications campaign to achieve immediate reaction from media, bloggers and consumers.
To attain real and lasting relationships with the key beauty media and bloggers.
To attain widespread brand exposure for Crème Simon through media and influencers.
To inspire the Crème Simon “discovery” through product trials and sampling.
To leverage existing marketing initiatives already engaged by Crème Simon and Sephora.
To utilise the brand heritage alongside the new modern approach to communicate the depth and sophistication of the brand.
To communicate the key brand messages to this new marketplace and ultimately encourage sales.

A product wrap appeared prior to the brand launch as a teaser post (L); an illustrated version of signature product Crème Universelle (R).

″UMM Creative decided to focus its efforts on product animations, illustrated and photographed branded content, and a recurring motif in the form of the signature Crème Simon Pink.″

: Illustrations and floral accents played a large part in UMM’s creative strategy.

: This post captured Crème Simon’s proud French heritage, which also incorporated the trademark Crème Simon Pink.

: Ink was illustrated over an archive image of Pharmacie Simon, where the brand was founded in 1860.

: The entire Crème Simon product lineup receives the ink treatment.

: For Easter, UMM marked the occasion with a flat lay of speckled chocolate eggs surrounding product.

STRATEGY

Prestigious French skincare brand Crème Simon entered the Australian marketplace in late-December. UMM’s Creative and Social Media departments collaborated to devise content for the brand launch that would cut through on Instagram with the demographic of females aged 25 – 45. After a rigorous testing and moodboarding phase, UMM Creative decided to focus its efforts on product animations, illustrated and photographed branded content, and a recurring motif in the form of the signature Crème Simon Pink.

Design and branding agency. Crème Universelle Animation — Being the hero product, Crème Universelle featured the most ornate animation of all.

: This image of influencer Demi Harman (347K followers) was regrammed by Sephora Australia (109K followers).

: Hand-delivered sampling, featuring branded bags and balloons, was a key feature of UMM’s PR activity.

: Crème Simon made a guest appearance in the Ed’s Faves section of Yen.

: Crème Simon featured on the Sephora Australia Instagram account.

: Just like the products, Crème Simon’s umbrellas were nature-inspired and climate-perfected, too.