NEW YORK — The first question merchants often ask beauty companies is if they’ll be able to support television advertising.
Now, Lisa Yarnell, chief executive officer of Jane & Company, can give an affirmative answer to that question. Her company is launching a 30-second spot on cable networks geared to hit 16 million women ages 19 to 34. She hopes the TV campaign — dovetailed with print advertising — will help Jane stand out in a crowded beauty market.
The idea behind the spot plays off the name Jane, as in Tarzan and Jane. Jane, played by fresh-faced Cody Horn, readies with Jane Be Pure mineral makeup and gets a text message, presumably from Tarzan, and swings through the trees for her rendezvous. The tag line is “Jane Be Pure mineral makeup. It’s my Jane-eration.”
According to Yarnell, the concept was devised after extensive market research to capture the Jane target audience’s unique personality. The ad was created by Laspata/DeCaro of New York.
“We chose to communicate an empowering message that defines the DNA of the Jane consumer — a woman who is in control, environmentally aware, knows what she wants and goes after it,” she said.
Yarnell added that the advertisement is also designed to attract new users to the brand and the existence of the mineral category in drugstores and mass market doors. “With this ad campaign, our goal is to introduce new consumers to Jane Be Pure mineral and bring women to food, drugstore and mass market retailers’ beauty aisles who have never shopped there before for cosmetics.”
The mass market is currently being bombarded with mineral makeup options from almost every major brand. Target is even stocking and advertising the brand that kicked off the craze, Bare Escentuals. Jane was one of the first to the mass market, and is the number-one selling value brand, according to market data.
Yarnell thought it was time to build greater awareness via commercials. Also, many younger women who currently are Jane users have not been as quick as others to embrace the mineral concept, so the commercial helps introduce the idea of mineral formulations to hip shoppers. “This ad appeals to a broad spectrum of women who embrace their individuality. Savvy women from all walks of life, ethnicities, age groups and mind-sets who embrace the idea of a new Jane-eration of cosmetics that are healthy for you as well as bringing out natural beauty,” said Yarnell.Although major companies such as Revlon and L’Oréal pump promotional dollars into TV, the spot is gutsy for a company the size of Jane. But with shelf space at a premium, the TV penetration could just net Jane more real estate in the booming mineral market.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast