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    Alpha Fit Launch Campaign


    L’Oréal’s Clarisonic invented sonic skin cleansing in 2004 and has since become a global leader in the health and beauty industry with its patented—and much loved—devices that help to reveal healthy, younger-looking skin. As a result of their marketing strategy and premier products, Clarisonic enjoys a massive base of loyal brand enthusiasts that are almost exclusively women. That is until now.

    Unlike their female counterparts, it turns out men’s skin is really tough. So Clarisonic created the Alpha Fit—the first sonic grooming device engineered specifically to clean men’s skin, while still fitting into their gym bags. With an entirely new audience in play, Clarisonic came to us to help with a launch campaign that would appeal specifically to urban male professionals.

    The marketing campaign concept, Sonic Boom, plays on a familiar phrase in a bold headline treatment and gives us the chance—in just two words—to talk about the impact of Alpha Fit at the same time we reference its differentiating technology. Photography of the device allowed us to draw a contrast between its deceptively small size and the powerful, energizing cleansing customers will experience.

    The dark color palette, bold typography, and black and white photography feel more masculine, and help to differentiate the look of Alpha Fit from Clarisonic’s other products targeted at women.