Campaign Stats:
- 22 Pieces of coverage
- Airtime: 199 Minutes
- Audience Reach: 7.52 Million
4media group were commissioned by Clarins to run a broadcast day to promote their brand during Men’s Health Week in June. The campaign consisted of research and broadcast elements and looked at how much or how little men look after themselves. The broadcast day was fronted by comedian and actor, Omid Djalili.
The research run by our in-house research division, Atomik Research, found that men began to take pride in their appearance and buy their own clothes and grooming products aged 18 and feel at their best in terms of appearance at 29. But as the years go by and they find a partner, men hand the responsibility of grooming over to their partner. 74% of men have their clothes and toiletries bought for them by their other half. An explanation as to why men throw in the towel with their appearance at the specific age of 42, might be found in the fact that the slippery slope to letting themselves go starts a few years earlier for some, as a huge 84% of men in their thirties get have their partner buying their clothes and toiletries.
68% of men admit there are things they used to do to take care of their appearance which they no longer bother with. This includes exercising regularly (31%), getting regular haircuts (29%), wearing aftershave (23%) and regularly buying new clothes (22%).
The campaign was a great success, securing 22 pieces of media coverage featuring TalkSport, TalkRadio, Capital North East, Capital Yorkshire and 11 regional BBC Radio stations including BBC Cornwall, BBC Tees, BBC Leeds, BBC Hereford and Worcester, BBC Devon, BBC Cornwall and more!
You can view the full coverage report here.