In the Philippines, the beauty and personal care category has been growing faster versus previous years, with different skin care brands launching new product innovations left and right.

Skincare is becoming more and more ubiquitous and diverse thanks to the gamut of information on the internet. But in most cases, this diverse information can be overwhelming and confusing. Given the plethora of skincare options, Filipinas tend to get confused on the best products for their skin type. Thus, resorting to trial and error.

Dove has been a constant name present the various skin sub-categories and this campaign aims to retain its brand awareness and relevance amidst all the skin care clutter.

Skin care is not a one size fits all solution; product compatibility to the skin is an important factor that consumers consider when choosing which product to try. This skin compatibility is then one of the reasons why consumers are hesitant to try new skincare products.

Due to lockdowns and restrictions during the pandemic, consumers cannot visit their dermatologists, thus they couldn’t get specific recommendations on skin care products and compatibility.

Dove found a way to bridge this gap by turning its own advertising space into a consultation space through the Dove Skinquiries, where the brand brings in doctors and professionals that would help consumers analyze their skin and recommend the Dove product compatible with them.

Dove Skinquries: Ask the Experts Event

In partnership with Summit, one of the country’s top publications, Dove mounted an event that provided an avenue to learn the truth about skincare believes through various talks from experts – dermatologists and skincare influencers.

Skincare lovers in their 20s and 30s were the main target of this event. This demographic of young, working, and passionate individuals have skincare among their top priorities as they work on building self-care and confidence in their daily lives.

As attendees entered the venue, they were greeted with a skincare type quiz determining their skin type, which later gets them a one-on-one session with board-certified dermatologists who advised them on what kind of skincare routine will suit their skin type. These one-on-one sessions were followed by an insightful group panel discussion where all things skincare questions, myths, and facts, alike were dissected and answered.

Campaign execution followed a 6-step plan:

1. Attendee responds a quiz: What is your skin type? A quiz was created with a Dermatologist to answer basic skin questions and be able to derive knowing once skin type. 

2. Attendee goes to the Derma Station where she shows the result of the quiz then verified by the Dermatologist. Derma explains the result further to give her more insights about her skin type.

3. Attendee then goes to the product station to know the right variant she can use for her skin.

4. Attendee is ready to be part of the program and to level up discussion with guest speakers.

5. Attendee goes to the mural wall and shares her takeaways/learnings from the event.

6. Before leaving the venue, the attendee presents their passport with stickers and signature and receives her skincare kit upon completion of the journey.

This along with all the other supporting executions of the campaign, Dove Bars’ business saw a significant increase in sales figures, reaching an all-time high of 15%. This helped to fuel the company's rapid growth. The company's market share increased in value by +30BPS and its volume increased by +10BPS.

The event was also a success, garnering the following results:

- Cosmo article – 1,313,149 reached (13% higher vs target page views)

- Cosmo event video – 778,500 reached and 121,662 video views (vs 50,000 targets)

- Cosmo Social Post – 91,099 reached and 69,247 video views (vs 50,000 targets)