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Rexona, one of the leaders on the deodorant market in Poland, published a shocking report on the “Hygienic habits of Polish women”.
It revealed, that Polish women do not apply to the basic principles of daily hygiene and skin care, while at the same time the vast majority of respondents never told anyone, that their smell can be disturbing to others. The report revealed, that a problem exists in Polish society – the response was the “How to tell her?” campaign, which initiated a stormy discussion in the media.
The communication campaign was based on the professional advice of a dermatologist, social psychologist and dietician. It resulted in more than 440 publications in Polish media over 4 months. 4 602 723 people from the selected target group were reached. Advertising Value Equivalency amounted to 590 000 Euro, while the campaign resulted in 34 563 950 impressions in the press. As a result Rexona’s market sales value share rose to 18.4% - first place among large cosmetic brands.