EA – Targeted Skin Solution

For the Targeted Skin Solution, EA needed to make the "Educating on skin concerns" 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 hydration, anti-aging claims.

The brief for the Targeted Skin Solution 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 EA.

Elizabeth Arden Switzerland sought an engaging, interactive tool to help consumers identify their individual skin concerns and discover the optimal skincare routine. The objective was to provide a diagnostic experience at the point of sale (POS) that could educate consumers...

USP Demo Solutions built the Targeted Skin Solution for EA around the Face Hydration Test method, reducing the Educating on skin concerns 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 Targeted Skin Solution, the demo substantiates claim areas such as hydration, anti-aging, so a single asset can carry several conversations across the EA range.

The result for EA is a education, delivered through the Targeted Skin Solution as something the consumer experiences first-hand rather than has to take on trust.

By turning EA's "Educating on skin concerns" message into a hands-on Face Hydration Test moment, the Targeted Skin Solution becomes a credible, science-backed conversation starter the shopper can repeat for a friend.

In the field, EA runs the Targeted Skin Solution primarily for retail activation, delivered in diagnostic tool, physical demo so the same Face Hydration Test proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.