RapidLash - We Know Lashes

The Client

FDD International is the leading distributor of international health & beauty brands into the UK retail market. A Top 5 beauty supplier to Amazon and Top 50 supplier to Boots, we transform emerging or niche brands into sought-after market leaders. RapidLash® and RapidBrow® are award-winning eyelash and brow serums distributed and marketed by FDD International. RapidLash® contains Hexatein™ 1 Complex, a blend of lash-enhancing ingredients, which work together to target eyelashes from every angle. RapidBrow® boasts its “Hexatein 2 Complex” formula, which, contains six ingredients designed to condition, tame, and volumize eyebrow hair.

The Challenge

FDD International needed to create 'talkability' around their RapidLash and RapidBrow products. They were looking for content with personality and to move away from the dated aesthetic of past campaigns. The content needed to work across multiple platforms including Facebook, Instagram and retailer websites as well as being globally relevant.

The Solution

Harnessing the insight that word of mouth was the most compelling approach for the price point, our creative team developed an idea that used real RapidLash/RapidBrow users talking about their success with the products. The final films were a collection of beautifully shot close ups of our contributors eyelashes and eyebrows with a backdrop emphasising the RapidLash brand colours, combined with passionate voice over. We produced over 10 pieces of video and stills content that were used to promote the brands across social media. The campaign was a huge success and resulted in a 37% increase in the sales since the campaign launched, with 19,480 click throughs to stockists including; Amazon, LookFantastic, Boots, FeelUnique, JustMyLook, ASOS & PrettyLittleThing.

'Preen's strategic and creative approach to our RapidLash/ RapidBrow videos perfectly captured our aspirations for the campaign. The 37% increase in sales we had after the campaign launched shows the power of the video creative and beautifully shot visuals. They are so collaborative and I love working with them on our video campaigns.'

Carly Ratcliffe, PR & Social Media Manager, FDD International