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Harper Collins

Skincare - Caroline Hirons

A TV commercial produced in lockdown, propelling a new book to No. 1

Caroline Hirons has been described as “the skincare oracle” and “the most powerful woman in beauty”. She is a globally qualified advanced aesthetician and the authority on skincare. Skincare is her first book, capturing decades of practical experience, all in one place.

Harper Collins took a media opportunity to book a TV spot during Coronation Street on ITV. We wrote the script during the first coronavirus lockdown of 2020, and it was filmed as soon as restrictions eased and we could safely proceed.

The ad was watched by 4.6m with a 28% market share. Skincare became the industry No.1 on launch, No.1 on the Sunday Times Bestseller List for two weeks and spent twelve weeks in the Top 10. It has sold over 120,000 copies to date and is the UK’s bestselling skin care title, ever.