Basis Skin Care

Basis was developed as a kinder, gentler, hypoallergenic alternative to mass brands. The major barrier to trial was the high degree of loyalty engendered by skin care brands. At the same time, pimples, blotches and rashes were major fears. The campaign played upon those fears, playing a major role in enticing trial. Result: the Basis line of soaps and cosmetics was an immediate hit for Beiersdorf.