Men don’t love skincare. But they do love space.
When Kiehl’s created their ‘Oil Eliminator’ line of products for men, we had to generate awareness around a product guys don’t care about for a brand that has never spent a dime in paid media. With a bit of digging, we discovered an ingredient in the product was actually developed by NASA, formulated for space. And that’s exactly where we sent the product - 120,000 feet above the earth - along with 3D printed consumers in astronaut form. Our content, site and 360 video generated millions of impressions around the world and turned Oil Eliminator into the 3rd largest men's facial product faster than you can say “outer space”.
Mission Tour // A look at how consumers experienced their 3D printed avatars, in glorious 360º spacecam. Experience it here.
Digital Communications
Social Communications
The Results // The campaign drove global press in major outlets – with heavy male audiences. Rather unusually for a skincare/beauty brand, they found themselves in the NY Times, Bloomberg, PSFK, Wired and many more. All of which turned Oil Eliminator into the #3 Men's selective face product in a matter of weeks.