"Cosmo" is a modern and constantly expanding retail network of cosmetics and perfumery format "beauty store" has set itself an ambitious goal to achieve significant growth and retention of traffic.
The main obstacle to growth was the lack of understanding among the target audience of how the Cosmo brand differs from other cosmetics retailers. We produced a final message reflecting the desired perception of the brand based on the real USP: "Cosmo chain stores with exclusive brands and advantageous offers", as well as proposed an ad game "Year of Exclusivity".
The essence of the ad game is to make a purchase for 30 rubles in "Cosmo" stores and win an annual supply of cosmetics from exclusive brands. The key visual was a spectacular girl in Indian combat coloring, revealing the insight "for the sake of the Year of Exclusivity, I'm ready to fight!" The game was supported by promotions in major shopping centers.
As a result, the audience remembered the bright image of "Cosmo" and the brand managed to build up from competitors and significantly increase sales in the short term.