The Problem

How do you breathe life into a once loved beauty lotion with no innovation?


Lubriderm is boring. The people that use it aren’t.


Tired of lofty promises from skin care brands, our target - boomers - just wanted a simple, affordable product that would deliver what it promised: moisturized skin. Our strategy was to focus not on the product, which was kind of boring - but on those that use it, who were anything but.

An honest approach drives double digit growth.


The objective to double dollar growth from +2% to +4% was far exceeded at +13% post campaign. This despite the fact that the category was declining at 2%. Proving that a great, hard-working product could be just that and no more. The key ingredient turned out to be the right audience and an honest approach.