campaigns

Real Beauty Shines on the Digital Red Carpet as Dove and Twitter #SpeakBeautiful

Posted by Sheila Shayon on February 20, 2015 12:06 PM

Eight out of 10 women encounter negative comments on social media about their looks. Last year alone, women sent more than 5 million negative tweets about beauty and body image, according to research from Unilever’s Dove.

So Dove and Twitter have teamed up to address that social situation with a new #SpeakBeautiful campaign launching during the red carpet coverage of Sunday's Academy Awards telecast on ABC—prime-time for critical and catty comments as celebrities strut their designer bodies and duds in a competition almost as intense as in their movie roles.

The essence of the campaign, which continues the Unilever-owned brand's long track record (its "Real Beauty" campaign launched in 2004) of boosting women's self-esteem: “Let’s change the way we talk about beauty on social media.”Continue reading...

campaigns

Mirren, Mirren: L'Oreal Celebrates Older Beauties in Helen Mirren Ad Campaign

Posted by Shirley Brady on February 9, 2015 12:27 PM

L'Oreal Helen Mirren TV commercial advert

Last month L'Oréal Paris named British 1960's mod(el) icon Twiggy, now 65, as a brand ambassador, joining its rank of knockout older brand ambassadors such as Julianne Moore. Add Dame Helen Mirren, who turns 70 in July, to the brand's list of timeless beauties.

The Academy Award-winning actress can be seen in a new TV commercial for L'Oréal's Age Perfect skin care range. The ad follows other brands (such as Céline's print campaign with writer Joan Didion) celebrating older female icons with brains and beauty.

Check out Mirren's ad—described by the brand as "our first advert starring Helen Mirren as the true embodiment of The Perfect Age"—below: Continue reading...

bc q&a

The House of Content: 5 Questions With Coty Global Digital VP Kristen D'Arcy

Posted by Brittany Waterson on December 17, 2014 01:17 PM

Global beauty products manufacturer Coty boasts a large portfolio of brands and is responsible for some of the world’s strongest consumer franchises including OPI, Marc Jacobs, Philosophy and Rimmel. With over a century in the business, Coty has become a top name in beauty, housing over 47 brands across 40 countries. 

Earlier this month, Coty relaunched its public website and corporate intranet—now called ”The House”—with a fresh look highlighting the company’s creativity showcasing innovation, leadership and collaboration.

The new Coty.com reflects a heavy emphasis on editorial and imagery and aims to show visitors new and relevant content that better reflects the company culture and user interests.  

brandchannel contributor Brittany Waterson spoke with Kristen D’Arcy, Vice President of Global Digital for Coty (and one of Ad Age's top digital marketers of 2014), on the beauty conglomerate’s digital strategy, the internal and external web moves, and creating a seamless omnichannel brand experience.Continue reading...

personal brands

The Age of You: Superstar Vlogger Zoe Sugg Beats the Odds—and Naysayers

Posted by Sheila Shayon on December 15, 2014 12:09 PM

It's a tradition that ranges from V.C. Andrews and Andrew Neiderman to Carolyn Keene and Nancy Drew, from Ian Fleming's James Bond to Kingsley Amis. Yes, 24-year-old British YouTube phenomenon Zoe Sugg’s first novel, Girl Online, was (gasp!) ghostwritten.

That news wasn't a huge surprise to her legions of fans, but the fact that Penguin Books hid the fact that her YA romance was written by another author was a dark day for the Penguin brand.

Still, her legions of fans don't particularly seem to care. After all, they helped the novel sell more than 78,000 copies in the first week, beating first week sales figures of any author on record, including J. K. Rowling and E. L. James. They're standing by her, even after the truth of authorship was revealed—and controversy ensued.

Still others may be asking: Zoe Who?Continue reading...

bc q&a

It's Not Over: 5 Questions with MAC AIDS Fund on World AIDS Day

Posted by Sheila Shayon on December 1, 2014 11:29 AM

Today is World AIDS Day 2014, and the hashtag #WAD2014 is leading the social conversation as brands, foundations, corporations and non-profits partner to address the HIV/AIDS issue on a global level. 

MAC Cosmetics is once again out in front, supporting the cause with their new efforts to raise HIV awareness among youth. To date, the brand has raised more than $340 million for AIDS awareness, much of it through the sale of its VIVA Glam lipstick and lipglass.

This year, the beauty brand hopes to particularly connect with the 12-24 demographic—the only age group worldwide where HIV rates are still rising—with the launch of the Andrew Jenks-directed documentary, It's Not Over, which launches today on Netflix in support of World AIDS Day.

brandchannel chatted with Nancy Mahon, Global Executive Director of the MAC AIDS Fund, about the iconic brand that was founded in Canada 30 years ago by Frank Toskan and Frank Angelo. Continue reading...

bc q&a

Fur Real: 5 Questions with Brandi Halls, LUSH Cosmetics, on #MakeFurHistory

Posted by Sheila Shayon on November 6, 2014 10:32 AM

Cruelty-free cosmetics brand LUSH is reaching beyond the make-up counter to its very brand ethos with its latest anti-cruelty campaign, which targets the harsh realities of the fur industry. 

Nearly 500 international fashion designers—including Mulberry, Gucci and Fendi—showcase fur in their collections, and many use fur from the 100 million animals who are mistreated and then killed for their pelts annually, worldwide.

Mimi Bekhechi, PETA UK’s associate director, said of the fur industry, “With all the chic, cruelty-free options available on every high street, including ones which are warmer to boot, it is not only cruel but also utterly pointless to steal animals’ skins. Those who cater to every fashion whim with no sense of ethics are a dying breed.”

To bring awareness to the consumers that are most unaware of these facts, LUSH's campaign is cleverly centered around an online shopping hack.Continue reading...

brand ambassadors

Burt's Bees at 30: Keep Balm and Carry One (or Three)

Posted by Dale Buss on September 29, 2014 03:17 PM

Burt's Bees nowadays is far from the company founded 30 years ago by a former hippie but the first national TV advertising campaign for the personal-care megabrand now owned by Clorox Co. does try to invoke some of the charm of the simpler times when Burt Shavitz came up with his original lip balm.

Besides being able to harness the resources of a CPG giant, and diversifying into a wide variety of personal-care products, the biggest change for Burt's Bees under Clorox has been the proliferation of lip-balm flavors in recent years. And in a culture where flavor proliferation has become a huge and growing trend in categories ranging from soft drinks to Greek-style yogurts, and where the lip balm category has been revitalized by the eos (Evolution of Smooth) brand and its Millennial-favored pod-like line of lip balm flavors, the move makes sense.

So its new Uncap Flavor campaign, coming on the heels of the brand's 30th "Beeday" (celebrated everywhere but France, we're guessing) depicts two bees flying while holding either end of the Burt's Bees signature yellow cylindrical container. It's the original, peppermint-flavored balm that was introduced in 1984. And as it falls, its cap pops off and a parachute of mint opens.Continue reading...

branded content

Benefit Plumps Up Content Push to Connect With Wing Women Everywhere

Posted by Tori Miner on September 3, 2014 12:24 PM

Benefit Cosmetics certainly lives by the culminating line of its "Benefesto"—Laughter is the best cosmetic. From product naming (personal favorites include “Dr. Feelgood” complexion balm and “Stay don’t stray” eyeshadow primer) to pop-up experiences (such as Gabbi’s Head, a London pub just for women wanting to watch the World Cup), the full brand experience is fun, flirty and reflects a tongue-in-cheek tone crafted to keep you laughing as you’re looking good.

And when it comes to branded content, Benefit stays true to its core message while finding creative ways to connect with fans. Most recently, it released a music video parody of Montell Jordan’s ‘90s hit “This Is How We Do It” starring comedienne Anjelah Johnson in her MADtv-spawned character, Bon Qui Qui. Set in Las Vegas, the video oozes '90s nostalgia as it celebrates wing women getting glammed up for the ultimate ladies night.Continue reading...

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