Did you hear? NARS brought the heat!
Maximizing the bronzer business
According to 2022 NPD results, NARS’ bronzer business represented 9% of the market, however, competition was increasing with new and existing entrants.
So, NARS relaunched its powder bronzer formula and rebranded as the Laguna Bronzer Collection. Historically, bronzers did not receive significant paid support; however, this renovation represented an opportunity to build awareness, trial, and to gain market share to help NARS move to the #1 rank position and drive the overall Cheek business.
Expanding the Audio Footprint
Given the success of Audio in 2022, NARS decided on expanding their presence on key audio platforms, utilizing a mix of high impact audio/podcast and video placements.
Within audio, the focus was prioritized behind host and talent read podcast placements, with the largest emphasis on Call Her Daddy. Other shows NARS Laguna aligned with were The Comment Section and Anything Goes. Since the hosts are influencers in their own regard, this was an opportunity to have them speak about their own experiences with Laguna as well as the product’s key benefits and offerings.
In addition to running standard media on Spotify, NARS partnered with Send Me a Sample (via Spotify) to run an audio sampling campaign, with creative recorded by Alex Cooper, host of Call Her Daddy. This voice-enabled functionality was an opportunity to surprise and delight users with an unexpected way to claim and trial a sample. NARS was the first beauty advertiser in the US to do a host-read sampling spot with Send Me a Sample within the podcast ecosphere, and thus, the first to do so on Call Her Daddy.
The campaign helped drive stat sig lifts*
Video Takeover Everywhere delivered a VCR of 95% vs. 90% BM, and drove 4,323 clicks, signaling that users were inclined to engage with NARS, beyond the content served.
Podcasts like Call Her Daddy drove nearly 45% of the revenue. Run of network podcast placements reached 1.16MM unique listeners at a frequency of 2.1x, while the host- and talent-read spots reached 783K unique listeners at a 2.8x frequency.
There were 15K Laguna samples delivered via SMaS and 45% of consumers who claimed a sample opted-in to receive future comms from NARS. Additionally, in the post-trial survey, many had positive feedback on the product, particularly praising the texture and share range / pigmentation on skin. Several also appreciated how the product did not irritate their skin. Of those who claimed and trialed a sample, ~80% purchased.
*Lift results account for bronzer and lip/cheek campaigns
Aided Awareness
Purchase Intent