INVESTIGATE
Reversa is most often recommended and prescribed to reverse the effects of skin’s photo-aging. The brand remained largely unknown, despite the product’s proven efficiency and the fact that women absolutely loved it.

INSIGHT
Despite the performance claims, scientific results, superior intelligence, and celebrity endorsements, no brand had yet demonstrated its ability to understand women in their 40s and to emotionally appeal to them. They are in a new prime time of dating and are looking primarily for a fun sexual partner rather than a partner with whom to build a new relationship.

IDEA
1. Simplify the entire anti-aging language and eliminate the science talk.
2. Wrap the product promise of a more youthful appearance with the social benefit of being more attractive to men – especially younger men.
3. Multiply the media investment by seeding a distinctive brand viral effect.

IMPACT
POS sales increased by 31% in just a few months, compared to the same period one year earlier. As a reference, the anti-aging skin-care category grew by 7% during the same period. The campaign creative and its marketing performance were recognized with several awards, including two Gold Lions at the 2007 Cannes Advertising Festival.