brickex

Loading

Own Your Glow with Evion.

Own Your Glow with Evion.

Background

Evion, long known for its Vitamin E capsules, sought to expand into the daily skincare segment with Evion Vitamin E Cream. Despite high search interest for “Vitamin E moisturiser” (over 5M searches vs 65K for Evion directly), brand awareness in creams remained low.

The opportunity: leverage Evion’s trusted equity in Vitamin E to build a daily-use skincare essential.

Challenges

  • Low brand association: Evion was known more for capsules than creams.
  • Cluttered category: Skincare shelves dominated by herbal/natural claims.
  • Behavioural bias: Consumers focused on external fixes (facials, de-tanning, makeup) rather than cellular nourishment.

Objectives

  • Convince Indian women that Evion Cream is an essential part of daily skincare.
  • Build awareness and trials among category users.
  • Differentiate Evion with its science + nature proposition (Vitamin E + Aloe Vera).

Strategy & Insight

Consumer Truth

Women juggle unhealthy lifestyles and quick-fix beauty routines, leading to dullness and spots, dents in confidence.


Insight

The fear of the mirror is real. But glowing, spotless skin shouldn’t just be an aspiration; it should be ownable, every day.


Strategy

Reposition skincare from “covering up flaws” to “owning your glow from within” with the cellular nourishment of Vitamin E and the soothing hydration of Aloe Vera.

Creative Idea

Own Your Glow with Evion


Not just surface shine, but glow that comes from deep nourishment — making beauty natural, confident, and self-owned.

Execution

Proposition

  • Vitamin E: Powerful antioxidant, repairs at a cellular level.
  • Aloe Vera Extract: Natural soothing hydration.

Narratives

  • Fear No Makeup: “Fear no-makeup no more — own your glow.”
  • Glow Inside Out: “Glow naturally, inside out — own your glow.”
  • Functional Payoff: From dullness & dark spots → to nourished, radiant, confident skin.

Channels

  • Point of Sale (KV): Bright, glowing visual language with “Own Your Glow.”
  • Digital Films & Social: Show dull skin + quick fixes → transition to Evion’s glow.
  • Influencer Collaborations: Skincare experts and relatable women endorsing Aloe + Vit E science.
  • Content: Skincare tips bridging natural rituals (multani mitti, facials) with science-backed nourishment.

Innovation / Creativity

  • Blended science + nature credibly (Vitamin E + Aloe Vera).
  • Shifted the narrative from aspiration → ownership.
  • Leveraged Evion’s heritage in Vitamin E to establish trust in a new format.
  • Used emotional trigger (mirror fear) with a positive payoff (confidence).

Results & Impact

  • Improved brand association: “Evion = Vitamin E = Daily Glow.”
  • Increased consumer trials among moisturiser category users.
  • Strengthened Evion’s presence from capsules → full skincare brand.
  • Unaided Ad Recall rose by +4.3 pts, significantly higher than:
    • Vertical norm: +4.1 pts
    • Regional norm: +3.5 pts
    • With a 93% probability of brand lift
  • Intent to Purchase increased by +4.7 pts, outperforming:
    • Vertical norm: +0.6 pts
    • Regional norm: +0.5 pts
    • With an 88% probability of brand lift
← sparkt