2014 Brandcameo Product Placement Awards

digital moves

After Winning Pinterest, Sephora Moves to Launch Its Own Photo-Social Network

Posted by Sheila Shayon on March 10, 2014 01:12 PM

Beauty retailer Sephora epitomizes a customer-centric brand by combining smart tech and digital savvy to create one of the best customer experiences in today's marketplace. So it's no surprise that the LVMH Moet Hennessy-owned brand is further challenging itself (and competitors) by launching its own social media site, Beauty Board. 

Blending concepts seen on Pinterest and Tumblr—both of which Sephora has mastered—Beauty Board will enable e-commerce purchases from Sephora's website through tagged product photos. 

"The concept is that pictures are everywhere, and we know that beauty lovers love to see ideas for looks and products to buy," commented Julie Bornstein, CMO and chief digital officer of Sephora Americas. "Beauty Board is taking a lot of what consumers at large are doing and making it more practical—a place for consumers to browse for inspiration and discover products to buy at sephora.com."Continue reading...

campaigns

Spray it Forward: Kenneth Cole Taps Google Glass for Good Deeds Campaign

Posted by Sheila Shayon on March 5, 2014 03:55 PM

Combining wearable tech, a modern "stand-up" guy and a pay-it-forward ethos, Kenneth Cole's "Man Up for Mankind Challenge" asks men to perform a "gentlemanly deed" every day for the next three weeks—21 Days, 21 Deeds—in return for eligibility to win a Mankind toolkit valued at $1,000.

While Diane Von Furstenberg was the first fashion designer to put Google Glass on the runway, as she did during her New York Fashion Week show in 2012, Kenneth Cole is aiming to be Google Glass fashion pioneer of another sort, but featuring the app in a campaign for its new Mankind fragrance. (L'Oreal, meanwhile, is using the device internally, as a teaching tool for its network of stylists.)

Once Kenneth Cole's augmented reality app is downloaded, users of the geek chic wearable computer will receive an alert in their viewfinder with a reminder of that day's deed, such as the gentlemanly “offer to carry a lady’s bag,” “buy a stranger a coffee,” or “donate old clothes to a local shelter.”

They're being encouraged to snap and share photos of themselves in action on a dedicated site and to tweet their deeds during the three-week challenge with the hashtag #manupformankind. Non-Glass wearers can participate using a smartphone or digital camera, too.Continue reading...

brand strategy

Lafley Looks to Make Over P&G Beauty on the Back of a Bluetoothbrush

Posted by Dale Buss on February 21, 2014 06:22 PM

The fortunes of Procter & Gamble haven't exactly taken off like a rocket since A.G. Lafley returned to the controls in May. But at least the once-and-current CEO seems to have identified one of the big reasons: the need for a turnaround in the company's crucial beauty division.

And while providing few details of exactly what he plans to do about it, in remarks to the Consumer Analyst Group of New York conference in Florida this week, Lafley did say that he wants to move P&G Beauty back to the classic brand-management system that worked so well for it decades ago.

P&G's beauty business tripled sales and earnings from 2000 to 2007, as Ad Age noted, but then "got stuck" at around $20 billion in sales. And instability of leadership was one of the big reasons, Lafley said.Continue reading...

fashion week

Marc Jacobs' NYFW Pop-Up Employs Power of Social Currency

Posted by Sheila Shayon on February 7, 2014 02:47 PM

Pop-up shops are nothing new, but Marc Jacobs‘ fragrance division is using Fashion Week to launch its Daisy Marc Jacobs Tweet Shop with a twist—social currency only, please.

Located in New York’s SoHo neighborhood, a tweet, Instagram or Facebook post tagged #MJDaisyChain can be exchanged for goods including fragrances and accessories at the store, while the best Instagram photo of the day wins a coveted handbag.

"Over the years, the Daisy brand has built a considerable following in social media, and to us, the whole undertaking is a way to say a big thank you to the people who love Daisy and are constantly finding creative ways to show their affection for the brand," said Lori Singer, VP marketing for Marc Jacobs. 

"Marc Jacobs is really active on social media and Daisy is one of the fragrance brands that triggers the highest engagement among fans," she added. "We have seen people creating drawings and stage mood shots featuring the iconic bottle, so engagement of the fans is already there."Continue reading...

what girls want

In a World of Photoshopping, Aerie and Dove Aim to Spur Selfie-Esteem in Girls

Posted by Sheila Shayon on January 22, 2014 05:17 PM

Aerie, the sister brand of American Eagle which markets bras, panties and sleepwear to girls in the 15 to 23-year-old set, is taking on an issue much bigger than itself in a new campaign, under the hashtag #aerieReal

Catching the consciousness wave of not marketing false, unattainable images to an impressionable audience, Aerie has pledged to stop using Photoshop and other retouching tools in its advertising. 

Their ads will no longer alter models “to inhuman proportions," The Daily Mail notes. “The shadow of a muscle or an extra bit of skin is not smoothed away; skin tone appears as is; and while some of the models are still skinnier than most, not all have perfectly flat stomachs or size AA busts.”

Dana Seguin, director of marketing for Aerie, told Adweek that the brand is not digitally removing freckles, tattoos, scars and other blemishes. "We're also not changing proportions. That's something a lot of people do," said Seguin, with their newest ads attesting: "The girl in this photo has not been retouched. The real you is sexy."Continue reading...

china

Nu Skin China Scandal's Repercussions for Other Direct Sales Brands

Posted by Abe Sauer on January 17, 2014 12:44 PM

"The direct-selling market, which helps create jobs and diversify retailing channels, is forecast to achieve double-digit growth in China in the coming years."

That was the takeaway from an April 18, 2013, giddy and optimistic report from mainland state newspaper China Daily, titled "Nu Skin sees $1b in sales for anti-aging products." And yet, less than a year later, another state media newspaper report has sent Nu Skin stock plunging, casting the company's heretofore rosy China future in deep, deep doubt. Investors are jittery as its stock halted trading in the wake of China's investigation into its selling practices.

What's more, just as the pharmaceutical scandal that proceeded it, Nu Skin's China meltdown should serve as a warning to other direct-selling brands operating in China.Continue reading...

brand challenges

Revlon Cuts Its Losses in China as Cosmetics Market Takes On New Face

Posted by Barry Silverstein on January 2, 2014 01:42 PM

One of the world's leading brand names in cosmetics is raising the white flag in China. Revlon, the 82-year old company whose brand portfolio includes Almay, Charlie, ColorSilk, Mitchum, and Pure Ice, will leave the Chinese cosmetics market, cutting over 1,000 jobs in a move expected to save the firm some $11 million annually. 

While China accounted for only about 2 percent of Revlon's net sales of $1.43 billion in 2012, the company's exit demonstrates the difficulty foreign companies face in penetrating the $22.8 billion Chinese cosmetics market, which doubled between 2008 and 2012, according to a report by Fung Group. In its most recent quarter, Avon Products, a Revlon competitor, reported a 67 percent revenue decline in Chinese operations. Procter & Gamble also indicated last spring that its Chinese skin care market share was declining, while in the fall, L'Oreal said the Chinese market was "slowing, although still dynamic," according to the Wall Street Journal.

Apparently, Revlon's problems in China are as much a reflection of how products are sold as the market itself. The sizzling growth of online cosmetics sales has cut into traditional retail sales of cosmetics in China, forcing companies like Revlon to compete on price and product selection. Jumei.com, for example, discounts upscale cosmetics brands including Dior and Lancome by as much as 15 percent. Jumei's CEO, Leo Chen, told WSJ, "Direct sales and department stores are outdated." Jumei.com saw its sales spike from $100 million in 2011 to $400 million in 2012.Continue reading...

corporate responsibility

Unilever, Ferrero Seek Sustainable Palm Oil Sources

Posted by Sheila Shayon on November 15, 2013 10:54 AM

As palm oil production continues and demand grows, the most vulnerable tropical habitats worldwide are systemically being destroyed. But after an outcry from consumers and activists, some of the biggest consumers of palm oil are making it their business to implement more sustainable production. 

The 2013 edition of WWF’s Palm Oil Buyers Scorecard ranks Ecover, Ferrero, IKEA, REWE, United Biscuits and Unilever as the leaders in the uptake of sustainable efforts.

Earlier this week, Unilever made a transformative move by announcing that all of the palm oil it buys—about 1.3 million tons a year for use in Dove soap, TRESemmé and Flora margarine, among others—will come from traceable sources by the end of 2014, allowing the world’s biggest user of palm oil to guarantee that the oil is coming from environmentally safe and legal suppliers.

The Anglo-Dutch CPG giant has crossed swords with environmental activists for sourcing the oil from plantations involved in mass deforestation in Malaysia and Indonesia, but the brand has vowed to consciously source its product in the future. "The first step in this whole journey is to know where the stuff is coming from," Marc Engel, Unilever's chief procurement officer, told the Wall Street Journal.Continue reading...

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