St. Ives Scrub – Efficacy Demo Video

For the Efficacy Demo Video, St. Ives Scrub needed to make the "Removes dead skin and sebum without damage" 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 oil control, sensitivity & soothing, damage protection claims.

The brief for the Efficacy Demo Video 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 St. Ives Scrub.

To enhance consumer trust and understanding of St. Ives facial scrubs, the St. Ives team focused on a social media campaign to showcase the scrubs’ gentle yet effective exfoliating properties. The goal was to highlight how the product removes dead skin and sebum without causing...

USP Demo Solutions built the Efficacy Demo Video for St. Ives Scrub around the Mildness Demo method, reducing the Removes dead skin and sebum without damage 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 Efficacy Demo Video, the demo substantiates claim areas such as oil control, sensitivity & soothing, damage protection, so a single asset can carry several conversations across the St. Ives Scrub range.

The result for St. Ives Scrub is a mild to skin, delivered through the Efficacy Demo Video as something the consumer experiences first-hand rather than has to take on trust.

By turning St. Ives Scrub's "Removes dead skin and sebum without damage" message into a hands-on Mildness Demo moment, the Efficacy Demo Video becomes a credible, science-backed conversation starter the shopper can repeat for a friend.

In the field, St. Ives Scrub runs the Efficacy Demo Video primarily for retail activation, influencer, delivered in video so the same Mildness Demo proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.