Barry M cosmetics had ambitious sales plans in the highly competitive
teenage market. They needed to increase awareness in the UK and the
client’s brief to ARM Direct had a primary objective to substantially
increase footfall & sales in Boots & Superdrug retail outlets and so
challenge their much larger cosmetic competitors.
The customer base for Barry M is young women with limited budgets,so in order to grow awareness, media choices had to be very selective.
Through the use of highly targeted TV, cinema, outdoor and online
campaigns, we selected key programmes and times to fully engage
with their target audience.
Barry M also produced new creatives for TV, YouTube, cinema,
outdoor and press.
The marketing campaign doubled awareness year-on-year. Key retailers saw a large surge in sales and this increased the Barry M portfolio of stores threefold.
Over a period of 5 years the TV and programme sponsorship
campaigns have been so successful that Barry M are now the UK’s
2nd largest teenage cosmetics brand.