Problem: Only 8% of Gen Z in Britain have contents insurance.
Insight: Stress hormones break down collagen, causing premature signs of ageing like wrinkles and sagging skin.
Proposition: Getting insurance is the best thing you can do for your skin.
Tiktok/ Youtube:
Direct Line partners with beauty influencers.
Socials
Guerrilla skincare social posts that take you to the Direct Line website.
PR:
In Selfridge’s Beauty Basement, Direct Line’s skincare experts will use blotting paper to identify customers’ skin types and advise which insurance policy would suit their skin.
Direct Mail:
We’ll send our fake skincare products to beauty influencers to unbox and to non-Direct Line customers.
