CeraVe
CeraVe – Fast Absorption Test
L'Oréal
Claim: "Fast Absorption"
Overview
Without a clear vision of what they needed, CeraVe relied on the ideation process to come up with and create a successful solution to their problem.
Using the three-step process of ideation, USP worked on developing a successful demo:
Step 1. Demo Ideation: By brainstorming, various ideas that could work well for the project were developed. Presenting a number of the most viable to the CeraVe team.
The Challenge
For the Fast Absorption Test, CeraVe needed to make the "Fast Absorption" promise something shoppers in the body 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 volume, fast absorption claims.
The brief for the Fast Absorption Test 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 CeraVe.
The Approach
The marketing team of CeraVe Italy needed a tool to educate consumers in pharmacies. They needed the tool not only to engage the consumer but to convert them by proving the product’s claim that would lead to an uplift in sales.
USP Demo Solutions built the Fast Absorption Test for CeraVe around the Fast Absorption Test - Body method, reducing the Fast Absorption story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the body care aisle instead of a one-way pitch.
From the same physical interaction with the Fast Absorption Test, the demo substantiates claim areas such as volume, fast absorption, so a single asset can carry several conversations across the CeraVe range.
The Result
The result for CeraVe is a visual on fast absorption, delivered through the Fast Absorption Test as something the consumer experiences first-hand rather than has to take on trust.
By turning CeraVe's "Fast Absorption" message into a hands-on Fast Absorption Test - Body moment, the Fast Absorption Test becomes a credible, science-backed conversation starter the shopper can repeat for a friend.
In the field, CeraVe runs the Fast Absorption Test primarily for pharmacy, delivered in diagnostic tool so the same Fast Absorption Test - Body proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.
- Technology
- Fast Absorption Test - Body
- Benefit
- Visual on fast absorption
- Category
- Body Care
- Brand
- CeraVe