Guardian Beauty Days

Beauty is a rapidly growing category in Singapore, and there are lots of options for consumers, particularly with the emergence of new e-commerce retailers to the market. Guardian had a strong reputation as a pharmacy / health retailer, but was not as well-known as a leader in beauty and cosmetics retailing, particularly amongst a millennial audience. We needed to shift perceptions and gain market share by capturing the attention of young beauty fans.

Research told us that young women in Singapore loved retail deals. So we created a buzz by launching Guardian’s biggest ever beauty event: Guardian Beauty Days. This was an eight day campaign aimed to boost associations around Guardian and affordable quality products, by offering attractive discounts on a range of must-have beauty products. With this target audience in mind, we designed a digital approach. We worked with famous influencers on social media and appearances in-store, and pushed out content across a variety of social formats and platforms such as Facebook Carousel and Instagram Stories. New & trending features were also used such as blogger takeovers on Guardian’s Instagram Page, Tap-and-Hold and Collection Ads. Geotargted ads were pushed out to consumers either near to Guardian stores or those of its competitors with offers and deals with the aim of driving impulse purchases. With all these digital touchpoints in place, we holistically ensured that our female shoppers were exposed to the ad in every stage of their consumer journey, from browsing online, to music on-the-go and delivering refresher messages when they were within proximity. All digital efforts drove shoppers onto the e-commerce page to encourage sales.