The challenge
The brief demanded a unique experience that would captivate a discerning audience of dermatologists, media and digital influencers in the skin and beauty sector.
Beiersdorf AG's Eucerin brand had entrusted MCI Brazil with the launch of their star product of the year: the Sun Hydro Fluid 60 sunscreen. This innovative formula boasts immediate hydration and an ultra-light, invisible texture.
The challenge lay in translating the product's sensory benefits into an engaging experience that resonated on a deeper level, allowing guests to perceive Eucerin and the new sunscreen's superiority across all senses.
Our creative strategy
The MCI team developed a setting that would engage all the senses and highlight cutting-edge skincare innovation. This vision coalesced into a captivating, immersive journey of discovery. Guests embarked on a multi-sensorial exploration of Eucerin’s 100-year brand history, products and the distinctive features of the range.
Central to the experience was Eucerin's core value proposition: promoting well-being and the pleasure of living life to the full. We manifested this essence by creating an environment where attendees felt safe, confident and free to have fun.
To promote engagement, the chosen showcase – a gracious residence on São Paulo's bustling and sophisticated Avenida Europa – was meticulously designed for maximum Instagrammability. We further amplified guest engagement opportunities with immersive content that effectively conveyed the product’s essence, awakened attendees’ senses, and solidified Eucerin's position as a global pioneer in dermo cosmetics.
Results
The event left a lasting impression on all who participated. Guest feedback was positive and enthusiasm abounded for both the product and the launch experience.
Dermatologist influencer content garnered significant organic engagement on TikTok and Instagram, generating more than 100,000 impressions and a substantial number of likes. TikTok content emphasised the experiential aspects of the event, highlighting activations and reinforcing the product's benefits. Instagram data showed a surge in content creation and interaction throughout and beyond the launch.
User comments expressed a strong desire to have participated and a keen interest in learning more about the product. Guests who attended consistently praised the captivating journey we had created.
Talk to team MCI Brazil to learn more about how they can optimise your engagement marketing!
