AS Watson – Purchase Demo

For the Purchase Demo, AS Watson needed to make the "Clear skin" promise something shoppers in the skin care category could see for themselves, not just read on a label. In the few seconds a shopper spends at shelf or in a consultation, copy and ingredient lists rarely land, especially when rival products advertise cleansing & purity, hydration claims.

The brief for the Purchase Demo was to turn that abstract message into a tangible, repeatable proof point that retail staff, pharmacists or beauty advisors could run on demand, without lab equipment or specialist training, while staying on brand for AS Watson.

AS Watson’s Netherlands team sought to reach and convert consumers who typically did not purchase their products from ICI PARIS XL. Their goal was to create a compelling online experience that would not only attract new customers but also guide them to the most suitable products...

USP Demo Solutions built the Purchase Demo for AS Watson around the Skin Type Test method, reducing the Clear skin story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the skin care aisle instead of a one-way pitch.

From the same physical interaction with the Purchase Demo, the demo substantiates claim areas such as cleansing & purity, hydration, so a single asset can carry several conversations across the AS Watson range.

The result for AS Watson is a measured the skin type of the consumer. then using the added qr code the consumer would be directed to the website where they could browse for their perfect personal care product based on the results, delivered through the Purchase Demo as something the consumer experiences first-hand rather than has to take on trust.

By turning AS Watson's "Clear skin" message into a hands-on Skin Type Test moment, the Purchase Demo becomes a credible, science-backed conversation starter the shopper can repeat for a friend.

In the field, AS Watson runs the Purchase Demo primarily for retail activation, digital campaign, delivered in diagnostic tool, phygital so the same Skin Type Test proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.