Biotherm wants to promote their skincare products by having women pledge to go without makeup one day a week. They will use an interactive mobile site to allow women to band together in their pledge, check-in when makeup-free, compete for badges celebrating their skin attributes, and get advice from skin experts. By gamifying the pledge and encouraging social support from other women, Biotherm hopes to get new customers interested in caring for their skin without makeup and trying Biotherm's products.

1. PROBLEM
How do we get new skincare users trying Biotherm’s star products?
PRODUCT TRUTH
Biotherm keeps your skin healthy by using science and nature to
oxygenate and nourish it.
INSIGHT
If what your skin needs most is to breathe, then why suffocate it
under layers of makeup?

2. IDEA
Let skin be skin.

3. SOLUTION
Create an interactive pledge allowing women to band together
and skip makeup one day a week for the health of their skin.
Use gamification elements like check-ins, badges and scoring to
build in competitive and motivational reasons to stay committed.
Engage non-participants with badges they can give to celebrate
various skin attributes.
Once women know that Biotherm believes their skin can be
beautiful on its own, they'll start wondering how we can make
it happen.

5. Letting pledges stick together, andand you're much morestick withstick with it.
Stick together with other pledges, they’re more likely to likely to it.

6. Check in online when not wearing makeup. Live stats show you how keeping your promise is improving
your skin and general well-being.

7. See Pledge Stats to compete for fun and learn what friends find most attractive about your skin.
Non-pledges can get involved by giving badges that celebrate skin traits.

8. Alert your group when you've kept your pledge from anywhere with our mobile microsite.
Save it as a smart phone icon for instant access.

9. Get milestones for achievements of varying difficulty, from skipping makeup twice, to eating out sans
makeup, to organizing events with other pledges.

10. Worried about going without makeup? Our BioLab Advisors can answer your skincare related questions
and recommend what's right for you.

11. CONCLUSION
We don't need expensive prizes or costly media buys to get
noticed.
Not when we’ve got more valuable assets: status and a cause our
target can have fun getting behind with friends.
Get women committed to letting their skin shine without makeup,
and we've got them looking for new ways to care for their skin.

12. THANK YOU