Dr.Ci:Labo
Dr.Ci:Labo – How it would work on skin
Johnson & Johnson
Claim: "Brighter skin"
Overview
USP’s Contribution Leveraging USP’s advanced Brightening Technology , a branded Brightening Demo Card was developed to bring the serum’s benefits to life. This easy-to-use tool allowed consumers to experience the product’s effect visually and immediately, making the science behind brighter skin both accessible and engaging.
Designed for use in travel retail environments, the demo card empowered beauty consultants to captivate travelers with a dynamic, hands-on experience. By providing a tangible demonstration of the product’s performance, the tool effectively conveyed DR.CI:LABO’s unique value proposition and enhanced consumer confidence in the brand.
Impact The Brightening Demo Card successfully positioned DR.CI:LABO serum as a must-have skincare product in the travel retail space. By delivering a compelling, science-backed demonstration, the tool attracted consumer attention, increased foot traffic, and drove sales.
The Challenge
For the How it would work on skin, Dr.Ci:Labo needed to make the "Brighter 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 whitening claims.
The brief for the How it would work on skin 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 Dr.Ci:Labo.
The Approach
To support the launch of their DR.CI:LABO serum in travel retail, Johnson & Johnson’s marketing team sought an innovative solution to engage consumers and highlight the product’s skin-brightening benefits. The goal was to create a traffic-stopping demo tool that not only...
USP Demo Solutions built the How it would work on skin for Dr.Ci:Labo around the Brightening Demo method, reducing the Brighter 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 How it would work on skin, the demo substantiates claim areas such as whitening, so a single asset can carry several conversations across the Dr.Ci:Labo range.
The Result
The result for Dr.Ci:Labo is a visibly show how the product reacts and brightens the skin, delivered through the How it would work on skin as something the consumer experiences first-hand rather than has to take on trust.
By turning Dr.Ci:Labo's "Brighter skin" message into a hands-on Brightening Demo moment, the How it would work on skin becomes a credible, science-backed conversation starter the shopper can repeat for a friend.
In the field, Dr.Ci:Labo runs the How it would work on skin primarily for retail activation, delivered in physical demo so the same Brightening Demo proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.
- Technology
- Brightening Demo
- Benefit
- visibly show how the product reacts and brightens the skin.
- Category
- Skin Care
- Brand
- Dr.Ci:Labo