The Brief

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 Strategy

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 Results

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.