Nordic Selfcare Institute readies new campaign
The Nordic Selfcare Institute is preparing an international campaign for its Imedeen brand of skincare products. The initiative will focus on a new website at <http://www.imedeen20.com> that will launch on March 1. The site, aimed primarily at women between the ages of 25 and 55, will encourage visitors to post comments about their experiences with the brand. The site will also host a contest, the winner of which will receive a trip for two to Denmark. The national Canadian campaign will also include 30- and 10-second television commercials that will run for five weeks on City TV, CityLine, CTV, Global and W Network. From May to June, product demonstrations will take place in various Toronto-area shopping malls and Shoppers Drug Mart locations. The campaign was developed in-house. Public relations, conducted by The Siren Group, will include product placement, event sponsorships, co-promotions, media relations, special events and social media activities. "We wanted to develop a creative and compelling campaign that highlights the brand's 20 successful years and Imedeen's continuing commitment to help women achieve beautiful and healthy looking skin through innovative skincare that works from within," said Pat Browne, marketing vice-president at Nordic Selfcare Institute. "With the launch of the new website we hope to encourage interaction and discussion, and educate on the concept of inside-out beauty through the experiences of real users within the community."