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PORCELANA

Himmel developed both the brand and category of medicated fade creams in the United States.

 

Porcelana was created when Himmel based on a television commercial in Mexico for Camay Soap, that highlighted the soap’s ability to make skin clean like porcelain (porcelana). Following product and packaging development work, Porcelana was marketed to who had 'ugly age spots, freckles and brown patches” on their skin. Year-round television and radio advertising with a 100% share of advertising voice, sales grew from $0 to slightly under $20 million.

Creative Advertising Hook: “For ugly age spots”

Share of Voice: 100%

Medicated Fade Cream