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Case Study: Allergan hires Robin Miller for VIVITE campaign
 
Client : Allergan
Product : Vivite
Project : Viva VIVITE: Robin Miller’s Recipes for Healthy Skin
Celebrity : Food Network’s Robin Miller
Situation
Allergan is a leader in anti-aging skin care and maker of VIVITÉ®, an anti-aging skin care line containing the proprietary GLX Technology™.
Allergan commissioned a survey of women age 25-49 that looked at how women took care of their skin:
 
more than 75% of women had not seen a skin care physician in the last two years although these same women noted it was important to have healthy, younger-looking skin
The survey results revealed many myths and misperceptions exist regarding anti-aging skin care and women do not know where to turn for accurate information.
 
Solution
Allergan’s goal was to position Vivite as an effective option for people seeking healthy skin through a consumer awareness campaign.
Based on the survey results, Allergan decided to partner with celebrity chef Robin Miller to launch Viva VIVITE: Robin Miller’s Recipes for Healthy Skin.” The goal of the campaign was to empower women to make skin-savvy food choices that would create healthy skin from the inside out and emphasized the importance of using physician-strength anti-aging products, specifically the VIVITE.
Robin Miller’s signature busy-mom, quick-and-tasty cooking style and background in nutrition, made her a perfect celebrity spokesperson for the campaign.
“Robin created six skin-saavy recipes for the campaign featuring VIVITÉ’s natural, edible ingredients.
(http://www.viviteskincare.com/patient/viva-vivite-home.aspx)
Launched a national media campaign inspiring people with RA who are looking for ways to improve the quality of their lives.
 
Press Release
http://secondcitystyle.typepad.com/second_city_style/2008/03/food-vivite.html
http://weblogs.wpix.com/news/local/morningnews/blogs/2008/03/skintastic.html
http://www.healthcastle.com/healthy_skin_diet.shtml
http://www.livestrong.com/health-article/5-diet-secrets-to-keep-your-skin-healthy-and-young_93c55be2-172b-12d4-523d-cfe6aebf34ff/
 
Results:
Conducted national media launch tour (2 days, New York) – 25 media interviews facilitated, including stove-side briefings with 10 top-tier media
Hosted 2 local consumer events and cooking demonstrations, reaching 100+ key beauty buzzmakers
Increased Web site hits by 50%
Partnered with Domino magazine for added consumer reach and publicity
Hosted cooking demonstration with Robin Miller at the American Society for Aesthetic Plastic Surgery annual meeting
Generated 94MM media impressions (104% of goal), including top-tier coverage in/on The Today Show, The Montel Williams Show, Allure, Domino and New Beauty