Launch of Garnier Men Sheet Masks
Encourage Men to use sheet masks & build their relevance in male skin care
Leveraging the male consumers fascination with superheroes, we positioned sheet masks as a “superhero”. Using the power of influencers, we tapped into male communities to drive much needed conversation around men skin care by creating buzz around a new superhero in town with Garnier Men i.e. #THEMASKMAN.
The aim was to build excitement around Garnier Men masks. We started a pre-buzz with multiple KOL’s talking about this new superhero in town #TheMaskMan, using interactive story formats with superhero imagery.
As a first in this category, to drive high engagement, we created #TheMaskMan filter, a fun way to get the audience to virtually interact with the product. The influencers encouraged their audience to be #TheMaskMan & give their skin a much needed 15min break, all this while, feeling like a superhero!
We used a mix of young, boy next door male influencers from various categories to build & amplify conversation around sheet masks for men with Garnier Men.