By  on April 18, 2008

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.

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