L'Oréal was evaluating the
concept of skin care treatments offering the benefits of dermatological procedures.
Our
research measured the credibility and appeal of the advertising, alternative packages, and a professional endorser.
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Scarguard was created by a plastic surgeon to reduce the appearance
of scars.
Our
focus groups inspired a dual
positioning of preventative and curative benefits; then our quantitative survey validated
the new dual benefit positioning and the "MD"
brand identity as most differentiating and persuasive.
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