Académie Scientifique de Beauté
GCW played a pivotal role in catapulting Académie Scientifique de Beauté, the number one skincare brand in Paris, to a U.S. audience — ultimately winning it coveted standing among spas, salons, estheticians and the wider beauty industry.
A brand can be number one in Paris and unknown in Dallas. Académie Scientifique de Beauté arrived in the United States with the formulations and the French pedigree and none of the American trade standing that gets a line onto a treatment menu.
GCW built the awareness campaign that changed that. Through strategic planning and steady execution, the trade publications that spa and salon owners actually buy from featured the brand consistently rather than occasionally — the difference between a launch and a presence. That generated significant awareness and drove robust sales.
The consumer press followed the trade press, not the other way round: Vogue, Town & Country, American Spa, Spa Magazine and the Daily Mail came once the professional channel had already adopted the line.
Results
- Coverage in Vogue, Town & Country, American Spa, Spa Magazine and the Daily Mail
- Consistent trade-press presence across the professional spa and salon channel
- Adopted by U.S. spas, salons and estheticians
