The ISANA range comprises many products with an excellent price-performance ratio and the same ingredients as the expensive competitors. However, the ISANA brand has an unclear image among consumers. So, we aimed to transform Isana into a love brand. With an image campaign that is so prestigious that it puts us at the forefront of the beauty segment.

We follow a model through a fantastic beauty world captured in epic images. She bathes in a mystical hot spring, wanders through a paradisiacal garden, enjoys the scent of flowers, stretches herself on the back of a white horse and lies in Boticelli's shell like the Venus. Until an abrupt "cut" pulls us out of the illusion and presents an unbeatable offer price of €0.99. Because Isana could be as pricey as it looks in the film but doesn't wants to be.

Director Quentin Deronzier, who even already worked for Louis Vuitton, Balenciaga and Audemars Piguet, creates a masterful balancing act of complete exaggeration and serious sensuality, which is far more than a mere satire on all luxury brands. Its visual power leaves no doubt that Isana can play in the first league.

Our Isana commercial challenges inflated campaigns and unjustifiably high prices.

The target group are lifestyle-oriented consumers who are looking for the best quality. Simultaneously, we appeal to people on a tight budget level, but also to those who prefer luxury brands. We are positioning Isana as a serious competitor to La Mer, Aesop or Biotherm and are reaching our target group on an unexpectedly rational level.