Wipe off make-up from a magazine cover

Cosmetics brand Neutrogena presents an original way to promote their make-up wipes. Together with agency DM9DDB they created an ad campaign for the cover of Brazilian Caras to demonstrate the efficiency of their wipes.
Brazilian actress Giovanna Ewbank is beautifully made up on the cover of Caras. The issue also came with a set of Deep Clean wipes, so readers could rub the make-up off her face.
The efficiency of the wipes has become known worldwide thanks to this original ad campaign. You can of course ask yourself if it will work as well on your skin, but compliments to this unique form of promotion in print. Research has proven that this way of marketing will influence consumer behaviour. AdWeek explains that consumers are likely to buy something if they can touch and use a product. Adrian Ferguson, Vice President Media of DM9DDB, interviewed in Brazilian AdNews says “This interactive piece of press gives consumers the power to star in the campaign. They handle the product, test, prove and evaluate the outcome.”