An in-cinema & online campaign driving awareness of a beauty industry innovation and the benefits of everyday human aerodynamics.
Remington Products, a 200-year-old American brand with origins in the firearms industry, has always taken blasting seriously.
In recent history, their focus has been on blasting off human body hair; the i-LIGHT, a powerful IPL (intense pulsed light) device, is their best-in-class flagship product in this market.
Women are used to razors, which they spend more than $10,000 and 72 full days using over the course of a lifetime. Alternatives that offer permanent, light-powered hair removal, feel unproven and risky – especially when marketed in generally troubling infomercials.
Create a piece of content that would allow Remington to stand out in the crowded beauty space, where audiences are accustomed to seeing little other than beautiful women applying product and walking through perfect light.
Remington strives to imbue their brand with a sense of fun, and wanted to carry that playfulness into the campaign that we developed.
We stood out with a wind tunnel. And Airbaby. Both with marquis roles in a sci-fi romp designed to look like a futuristic movie trailer that lit up the screens of packed theaters around the country – full of Remington’s target consumers – moments before the real movie trailers started.
Soaring sales on Amazon, buoyed by hundreds of positive reviews. Intrigued by the success of the i-LIGHT’s launch, within two months of this campaign taking off, Bed Bath & Beyond gave the product premium shelf space in over 1,000 of its locations across the country, bringing the power of aerodynamics to the people.
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