Boosting the image of a lovemark is our main objective in working with Payot. Therefore we keep building a beauty community on the brand's social media platforms, where consumers are welcome to share skincare tips, as well as enjoy the brand's expert comments, best beauty practices and skincare rituals guide.
Payot is a French skincare brand founded in 1920 by Nadia Payot, one of the first female doctors. The products are aimed at activating different senses: amazing textures, fragrances, colors, unique product formats – everything is designed to reveal the greatest pleasure of a beauty routine.
Beauty rituals with Payot is
a pure joy
Amplify brand values
Building an emotional connection with the audience
Boosting viral reach
Presentation of new products
Driving buzz and discussion to promote new arrivals
The content is being locally developed in line with the needs and expectations of the Russian consumer as well as the brand’s marketing calendar.
- Beauty tips
- Beauty rituals
- Influencer generated content (IGC)
of the visuals were produced
at Upside Cloud studio
The local photo content is being regularly borrowed by other markets, including France, the brand’s home market
To maximize organic reach, build engagement and drive new subscriptions, creative contests and activities are being held on a regular basis.
contests and activations
Relevant occasions get highlighted in stylized product-centric posts.
Game of Thrones, final season
Premiere of Maleficent: Mistress of Evil
Creative activities held via Instagram Stories
Q&A sessions with brand experts
The local GIF stickers developed by Upside are highly popular among the brand’s fans all over the world.
> 717 000 impressions
Product launch support
Product-specific content plans are being developed to introduce novelties, including teasing, launch and reminder phases.
Product-based GIF stickers are being introduced to promote UGC and drive reach.
> 160 000impressions
As with the launch of Blue Techni Liss anti-aging line, creative contests are being held to build awareness and drive engagement.
To promote Sunny product line, we held a creative contest and asked the brand fans to describe their best vacation experience.
Payot Sunny GIF stickers
> 350 000
A cross promo campaign with L’Etoile was held to drive product-specific awareness and sales. The activity involved a valuable prize fund: 5 participants won a trip to Saint-Tropez, 10 participants received an annual supply of Payot products.
The communication was based on the campaign hub — the landing page designed by our team. A variety of visuals were developed and tested within the promo campaign.
followers by 2020