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Bio-Oil’s first product launch for 30 years

We’ve been working with Bio-Oil, the world’s best-selling scar and stretch mark oil, for nearly 10 years. Here Holly Ford, Associate Director in our Healthy Beauty team, talks about our most recent campaign – the launch of Bio-Oil’s eagerly awaited NPD.

We’ve had a long and very successful relationship with Bio-Oil, supporting its one cult product. So imagine our excitement when we heard the brand would be launching its first ever new product into the UK market. Introducing new Bio-Oil Dry Skin Gel – quite possibly the most anticipated specialist skincare launch in history.

Using next generation technology, Bio-Oil Dry Skin Gel is a 100% active emulsion, gel formula which is highly occlusive and extremely moisturising. The breakthrough formulation sees water content reduced to an absolute minimum – only 3%, which is required to allow maximum efficacy of its component ingredients.

With 16 years of research behind this landmark launch, the brief from Bio-Oil was to drive awareness and education through far-reaching reviews, testimonials and advocacy. So here’s how we executed one of the widest NPD media programmes we’ve ever devised and a launch worthy of a product that represents the next step in the Bio-Oil story.

In just four months, we met with and individually reached-out to over 300 top journalists and influencers, to introduce Bio-Oil Dry Skin Gel and demonstrate its innovation and efficacy.

In July, an exclusive launch event kicked off our programme, where the product was unveiled to 20 top beauty journalists. It was swiftly followed by a series of media one-on-ones where health and beauty writers learnt about the product directly from the UK’s Training and Congress Manager at Bio-Oil.

Next up, we put the product through its paces at three fitness classes and demonstrated to 25 key influencers the efficacy of the product’s active formulation after intensive work-outs had dried their skin.

Finally, hundreds of creative mailers have guaranteed breadth of reach and brought to life the product’s USP and key ingredients to a wider influential audience. Underpinning it all of course, has been a hard-working press office, maximising a range of winter skincare angles.

Within just one month of launch, we’ve seen reviews in target titles such as ELLE, Daily Mail, The Sun and You.co.uk. What’s more, the product has been flying off shelves nationwide ahead of forecast – a sure sign of a great year to come.

is an Associate Director in our Healthy Beauty team. She has 12 years of brand communications experience in health, nutrition, FMCG and beauty.