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VISUAL IMPACT: Salma Hayek Pinault is growing her namesake beauty brand, Nuance Salma Hayek, with its debut ad campaign in October. “When we launched Nuance Salma Hayek in August 2011, it redefined exclusive brands for CVS/pharmacy,” said George Coleman, vice president of store brands at CVS/pharmacy. “We have worked to establish [the brand] with a primary focus on the in-store experience, digital media and editorial opportunities. We will continue to leverage these tactics but now see an opportunity to broaden our visibility with current and new beauty consumers with this new print campaign.”

The campaign, which was shot by Hasse Nielsen, will consist of four ads featuring the Mexican-American beauty. Two will highlight the brand’s bestsellers from the hair- and skin-care categories like its AM/PM Anti-Aging Super Cream and Soy Protein Primer Spray. The remaining two are brand-focused and will include an assortment of products ranging from lipstick to hair oil.

This story first appeared in the August 20, 2014 issue of WWD.  Subscribe Today.

“CVS has chosen to take this unprecedented step and run print advertising for Nuance in fall beauty books,” said Hayek Pinault. “I can’t wait for more women to be exposed to [my products].”

The ads will run in October and November in magazines such as Harper’s Bazaar, Marie Claire and InStyle, and will be used in-store at CVS.

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