Campaign
denkwerk launches first TV campaign for BABOR
For over 65 years, BABOR has been producing vegan and sustainably produced cosmetics at its headquarters in Aachen. Together with denkwerk, the first TV and moving image campaign in the company's history has now been conceived and produced. Digital meets classic and the other way around, so to speak.
The campaign focuses on one of BABOR's icons – the newly launched Ampoule Concentrates. A product "that comes with a pretty special shape. Explaining the ampoule initially briefly and using both size and shape as triggers was extremely important to us," says Roman Königsmark, Head of Planning at denkwerk. Pia Steinmann, Marketing Director Brand Communication at BABOR, adds: "Our ampoules are absolute premium products and high-performers. It was clear to us from the beginning that this fact should not be neglected in the commercials." At the same time, despite the premium claim, a human closeness was to be established and, above all, the result of the application – namely naturally beautiful skin – was not to be lost sight of under any circumstances.
"We know that relevant, channel-specific content is a key success factor for achieving our very ambitious KPIs within the consumer journey. So it's even nicer that our new ampoules achieve visible skin results and that we can therefore include before/after (moving) pictures of the very satisfied consumers in our campaign."
Clear, modern, bright: This is how the style of the films should be later. To create this look, denkwerk brought experienced reinforcement from the beauty segment onto the set in the form of Munich director Florian Seidel. Eike Rieche, another beauty expert from Hamburg, was in charge of the camera. The result of the West-South-North collaboration can be seen in Germany on TV and online since April 4, 2022. The campaign will also be present in the USA and China – mainly in digital channels.
"We explicitly didn't want a campaign with the typical 3-D demos and beautifully blow-dried before-and-after effects. Everything we see happened exactly the same way. The key is authenticity."
The Düsseldorf agency WAVEMAKER is responsible for the media placement of the BABOR spots. As part of an integrated full-funnel strategy, the campaign will be played out across all relevant video channels. The eye-catching primetime TV appearance will be extended via YouTube, social media and display.
About BABOR
The No. 1 for professional cosmetics
The BABOR BEAUTY GROUP is an owner-managed, German family business, global player and home to some of the most sought-after international beauty brands. In addition to the BABOR brand, the portfolio includes even more: the Premium Private Label Unit develops exclusive brands for dermatologists, related industries or celebrities. The Private Label Unit is the specialist for retail and private label brands for well-known retail partners in Europe. All products are developed and produced exclusively in Germany.
