Bio-Oil

Bio-Oil was already the number one selling scars and stretch marks product with 80% market share in the skin treatment category and exceptionally high awareness amongst its female target audience. But it was reaching saturation point in its narrow core market with sales continuing to decline. Without fresh thinking, both the brand’s growth and long-term future were under threat.

Finn’s challenge was to widen the market opportunity, increase household penetration and frequency of purchase.

We dared ourselves to get young and old women to try using Bio-Oil as a moisturiser, primer or cuticle oil (or 37 other things), so they'd move it from under the sink to next to it and buy it more often.

Say hello to Drop, Drop ______.

It's an idea broad enough to show the product’s breadth of uses but salient enough to be ownable by the brand. A concept that changes behaviour, building Bio-Oil into everyday beauty regimes, two drops at a time.