BEVERLY HILLS — Courteney Cox is a loyal friend to Kinerase.
After agreeing to remain the face of Kinerase for another year, the 43-year-old actress' third print ad campaign for the upscale skin care line, owned by Aliso Viejo, Calif.-based Valeant Pharmaceuticals, was shot here Thursday. Terms of the contract extension were not disclosed, but industry sources estimate Kinerase pays Cox upward of $1 million annually.
"Over the years [with Cox], we believe that we have taken this from a boutique product to a product resonating in the retail space," said Wes Wheeler, Valeant's president, North America and global commercial development. "Even though we don't have 100 percent awareness, we have a much higher level of awareness now. People who know Kinerase think it's Courteney's brand."
Cox's advertising role has been expanded to include Australia, North America and Western Europe, as well as television, the Internet and print, according to Wheeler. In the first or second quarter of next year, Kinerase is planning to initiate TV commercials either on cable or with direct-response spots running in large urban markets such as Los Angeles, Chicago, New York and San Francisco.
"I would stay with them for as long as they would want me to stay. They are fantastic to work with," said Cox, who donned a sparkling knee-length white Valentino dress for the ad campaign. "[Valeant] is not a stale company. It is something that is always changing, and I love that."
An upcoming change to the Kinerase product lineup is the addition of a $140 kit of two brightening items — a serum and click pen — which the print ads will promote in December publications of Elle, In Style and Allure. The brightening kit contains seven active ingredients, with Flamenco Pearl and Kinerase's signature Kinetin among them, to combat hyperpigmentation.
Kinerase will select the magazine images from two glamorous looks and two natural looks captured by photographer James White. Hairstylist Chris McMillan, who has worked with Cox since her "Friends" days, shied away from slicked-back dos rampant in skin care ads and chose instead to highlight Cox's long waves. Genevieve handled the makeup.Sonia Russomanno, senior director of marketing for Kinerase, explained that one problem with previous Cox-centered Kinerase advertising was that she wasn't immediately recognizable. "The concept for the photo shoot is to leverage who Courteney Cox is and put her in an environment that allows her to have more of a personality," she said. "[She is] in a Beverly Hills home where she is entertaining and perhaps going to go out that evening."
The new ads will be tested as Kinerase aims to secure its position in a growing list of retailers. The brand is sold domestically in 165 Sephora doors, 67 Nordstrom doors and 202 Ulta doors, where it was launched in March. Additionally, Kinerase kicked off two years of appearances on QVC last June and is available in about 2,800 dermatologists' offices, which also carry Kinerase's professional Pro + Therapy line that was unveiled in the fourth quarter of last year.
Wheeler, who wouldn't divulge the advertising budget for Kinerase, said revenues are averaging a 17 percent increase this year. Last year, the brand notched $28.9 million in revenues, up from $22.3 million in 2005, the year Cox was featured in her first Kinerase ad campaign, and $15.6 million in 2004.
Kinerase's bestsellers are the 1.4-oz. namesake cream for $72 and 1-oz. C6 Peptide Intensive Treatment for $96. However, Sephora's top Kinerase product is a 0.7-oz Intensive Eye Cream that it sells for $59. The prototypical Kinerase customer is a 39-year-old woman who earns more than $75,000 a year.
Cox, who will soon start shooting the second season of FX drama "Dirt," declared Kinerase products perfect for the television set. "I wear so much makeup on the show," she said. "On 'Friends,' we wore makeup on Fridays when we came in front of the audience, but this is everyday for 12, 14, 16 hours a day and that is why Kinerase has been fantastic. That cleanser gets off the thickest makeup."
Being a regular user of Kinerase has helped Cox contribute to product improvements and introductions. Following her advice, Kinerase will add a scent made from natural ingredients to a yet-to-be-released product.
Another addition next year will be a color product, although Wheeler and Russomanno kept the details close to their vests. Whatever transpires, Cox is sure to be part of the marketing efforts in the near future. "I am a one-company girl right now," she said.Burberry, L'Artisan in Pact
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