We use the simple optical distortion effect to show the influence of vertical wrinkles on the face. Simply by folding a print the people feel how facial expression changes from positive to negative and vice versa. And thus makes the problem touchable.

New Liftactiv Advanced Filler by Vichy is an innovative product against vertical wrinkles – the main reason for dermatologically invasions. The cosmetic brand is exclusively available in pharmacies and combines expertise with beauty. The creative execution underlines the aesthetic brand core and makes it approachable at the same time.

The mailing was sent to a selected audience within the target group age range (30 - 50 yrs.) drawn from the Vichy CRM database. As the mailing did not contain a direct response mechanism we can only estimate the result based on sales figures provided by the client. Within one week after the mailing a rise in sales figures could be measured - compared to the previous week the sales increased by 10%.