To stage a typical perfume insert with a surprising twist in magazines in order to demonstrate thar all® Free Clear is a 100% fragrance-free formula that is gentle for sensitive skins. To dramatise that all® Free Clear does not contain any perfume we made an insert. The reader was invited to open and smell the perfume. To their dismay they experiences a fragance-free page instead with our message and logo: "all® Free Clear with no perfumes. Recommended for sensitive skins".

This led us to impact about 2000 people. Making our communication perfectly clear.