“Make It” Advertising Campaign The Lubrizol Corporation Noveon Consumer Specialties Target Audience: Formulators of skin care, hair care and cosmetic products Noveon manufactures and distributes ingredients for personal care formulations. Objective was to communicate product benefits using a consumer style to make campaign noticeable and drive product sales. Strengthened Noveon’s image, inspired the chemical formulator, sold the benefits of Noveon’s technology and technical expertise, and increased the brand focus. This award-winning campaign drove a 25% increase in product sample requests globally, and 45% increase in web activity.