The dermocosmetic company Louis Widmer launched an anti-ageing skin care line for mature skin at the beginning of the year. For the occasion of the product launch, Kontx was asked to develop a communication concept to draw attention to the topic of ageing and to break stereotypes with which ageing is often associated.
The aim: Through strong storytelling, Louis Widmer introduces the topic of ageing sustainably and visibly into the market, to encourage a new way of looking at it and thus to give the brand a new image.
Faces tell the stories of a human being – In order to be able to give an honest and authentic view on the topic of ageing and to eliminate negative prejudices, three strong and unique women of different ages were placed at the centre of the whole campaign.
As a content hub, a website was developed by Kontx. In the centre of the website are the three women and their very different stories of life and experience. In order to present them with emotion and authenticity, Kontx used videos as a central communication tool: Three videos full of emotion and character were created that portray the women. They form the heart of the entire campaign. In the videos, the three women share their unique life stories very openly and honestly and talk about their life path as well as individual events that have made them who they are today. As explained above, the website serves as a content hub for the entire campaign and explores the topic of ageing thematically through blog articles in which dermatologists and experts from Louis Widmer discuss the topic and provide useful tips on the subject of skincare and well-being related to your own personal skin. With this range of themes, Louis Widmer is telling the story of ageing in a new way, occupying the concept of ageing in the skin care sector with emotions, insights and positive associations such as strength, serenity and joie de vivre.
The entire campaign will also be widely played out on social media under the hashtag #disruptaging to trigger a dialogue and reach as many people as possible in the Swiss market. Additional press work and an influencer approach ensure broad coverage of the relevant communication channels and guarantee that the campaign is spread as widely as possible in the Swiss market.
Conception and implementation of the entire #disruptaging campaign
Sending out mailings to the most important key lifestyle and health media in Switzerland in order to generate awareness for the campaign and the topic of ageing. Approaching selected female influencers and bloggers.
Development of the overall idea: story, look & feel of the videos and film concept for the videos with the three main protagonists.
Research, proposal of suitable women, selection of the three protagonists
Development of a website with campaign and dialogue character
Development of a claim
Creation of all texts for the website
Involvement of dermatologists and skin experts in the form of interviews and blog posts, in which they provide useful information and tips on the topic of skincare and discuss the campaign in depth.
Development and implementation of a Live Skin Consultation Tool and a Consultation Card, with which visitors receive personal support and advice on the appropriate skincare.
Images: Johannes Diboky