In the first of BDB’s case studies, Louise gives an overview of our creative work for a client in the cosmetics industry.
BDB was tasked by specialty chemical supplier, Innospec, to reposition its Active Chemicals division to stand out in the crowded personal care market. The brief was to develop a creative concept that, when implemented across a wide range of materials, would increase awareness and recognition of the Innospec name in its target markets and demonstrate its unique proposition: the ability to blend science and creativity to deliver innovative solutions. Ultimately, the goal was to drive an increase in sales.
Creative concept
Innospec wanted the new look and feel to showcase the company as creative, technologically advanced, brave, stylish and modern.
The illustrative style developed by BDB takes the human form and makes it futuristic and technological, with a metallic, golden outer casing. The explosion of the image with shards of gold and water droplets creates interest, movement and impact, while still reflecting the personal care market.
For maximum impact, the Scientivity approach was applied to multiple items for the personal care market, including, print advertisements, exhibition and trade show booths and panels, product literature, direct mail, giveaways and presentation templates.
Results
Following the launch of the campaign, Innospec achieved an uplift in sales/turnover of 17.3% and increased its number of active selling accounts by 28.8%.
Innospec’s presence at in-cosmetics, where the new identity debuted, generated 124 leads and 163 at the subsequent show, 151 of which were new to the company.
The Scientivity look and feel was applied to an exhibition booth at in-cosmetics Asia which won an award for the best exhibition stand at the show. This generated publicity during and after the show.
“We selected BDB over two other creative agencies who also pitched for this project, not only because they demonstrated sound strategic knowledge and offered good value for money, but primarily because their creative concepts pushed the boundaries. The Scientivity concept answered our brief to the letter and by selecting this, the boldest, most striking concept, we succeeded in meeting our objectives and positioning our self in the market as creative, innovative, unique and a serious contender. So far, the results have surpassed our expectations.”
Sam Gardner, Marketing Manager, Innospec Active Chemicals
‘The increase in sales and number of active selling accounts since we launched the Scientivity look and feel at in-cosmetics 2010 speak for themselves. It is very rare that you witness such a clear and direct link between marketing activity and increased financial performance. The Scientivity campaign will be held up as a case study at Innospec long into the future of how to successfully reposition a business division to drive sales and enhance brand recognition.’
Phil Boon, Executive Vice President, Business Operations, Innospec Inc.
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