Johnson & Johnson has appointed Wax Communications to deliver a loyalty marketing scheme for its anti-ageing skincare brand RoC. (Marketing 22.04.08, nma.co.uk 20.03.08)

The agency has built a virtual skincare destination which offers visitors personalised advice about how to achieve their skin care goals.

Visitors can build a “skin profile” by answering questions and giving details about their skin needs. They will then receive recommendations on the most suitable Roc products to help improve their skin care.
Using the resulting database, these clients will be sent regular emails updating them on products and seasonal promotions.

The Johnson & Johnson account director at Wax Communications, said:

“The clinic positions Roc as a scientific anti-ageing expert by offering the benefit of their research and knowledge to consumers in a way that adds value to them.

“The result is an information-rich database and the creation of a one-to-one communication channel through which we can inform consumers of money-saving opportunities and new and relevant products.”