NEW YORK — It’s a whole new season at Prescriptives.
This story first appeared in the July 26, 2002 issue of WWD. Subscribe Today.
This fall, the brand is unleashing a new global advertising campaign, reinventing its well-known Colorprinting concept and coming out with a number of new products, including a new concealer and a new pressed powder.
“Prescriptives is a great brand with a lot of excitement behind it, and this fall, we’re shining the spotlight on it,” said Pamela Baxter, president of the specialty group worldwide for The Estée Lauder Cos.
First on Baxter’s list is the new advertising campaign, spearheaded by Jeanne Chinard, senior vice president and creative director worldwide for Prescriptives. With the new campaign, which also includes an updated logo, the brand is returning to its heritage as “a customized beauty brand for all women,” said Chinard, adding that “we felt like there was so much in the heritage of this brand that we wanted to point it out to everyone.”
Five models are featured in the new campaign, noted Chinard. They include: Manon von Gerkan, a jewelry designer and New York City boutique owner; Jihae Kim, a martial artist, singer and songwriter, and models Clara Benjamin, Ruth Spivey and Christine Szabo.
Another point of difference, Chinard noted, is that the ads are full-length shots rather than traditional face shots. “It’s rare to see the whole woman in a beauty campaign these days,” she said. “Beauty ads tend to be either a hero shot of a product or a tight shot of a woman’s face. We’re celebrating both, and representing equality between the woman and the product. Plus, we wanted to have fun with these ads — so we included fantasy images like a woman leaning on a group of life-sized lipsticks, for instance, or dipping her toe into a pool of foundation.” While none of the executives would comment on the advertising spending, industry sources estimated that the brand would spend upward of $5 million on it domestically in the first year.
The creative team for the new campaign included photographers Suze Scalora and Richard Pierce, who shot the models and the products, respectively, Chinard, stylist Elizabeth McClean, makeup artist Robin Schoen and hairstylist Gerald DeCock.
The major energy of the campaign, said Baxter, is behind the brand’s foundation products, which include Custom Blend Foundation and Custom Blend Powder, Traceless Skin Responsive Tint, Virtual Skin, Luxe and 100 Percent Oil-Free Foundation. The items range in price from $32.50 to $50. However, added Elizabeth Park, senior vice president of global marketing, the campaign over the course of the year will touch on all major areas of Prescriptives’ business, including color cosmetics and fragrance.
The new ads start breaking this fall, with new images breaking through late spring 2003. While a preview of one ad is appearing in August issues of Vogue and Allure, the majority of the first round of the new campaign breaks in September magazines, noted Terry Darland, senior vice president of sales for Prescriptives. The August ads features Super Line Preventor Plus, while two new ads are coming in September: a Colorprinting ad, featuring von Gerkan dipping her feet into a pool of foundation, and a lipstick ad with Benjamin.
In September, the brand is also updating the way that it does Colorprinting, said Park. “The philosophy is essentially the same — that it is a customized product for our consumer, since everyone’s different —?but the method has been updated,” she said. The brand has developed a stick formulation in six shade levels, with four undertones per level. There are 12 two-ended sticks, each with a different color at each end. The sticks fit in a hip-slung bag that each consultant wears, Park explained. After determining the consumer’s color grouping, the consultant applies a stripe of each appropriate shade near her jawline to determine the correct one.
Also launching in September are Camouflage Kit Full Coverage Concealer, $27, and Powderful Adjustable Coverage Pressed Powder, $28. The concealer kits are offered in six shade levels, each with two shades of cream concealer that can be used either individually or mixed together for a custom shade. Each compact also includes a setting powder to prevent the color from fading, smudging or rubbing off, as well as two applicators.
Powderful, also available in six shade levels, contains a dual-sided applicator to facilitate two different finishes. A flocked applicator picks up less powder for a sheer finish, while the foam side picks up more powder for a more matte finish. The particles of the foundation are finely milled, allowing for a range of finishes, noted Baxter. Both new products will be available in Prescriptives’ more than 850 North American doors and together are expected to add more than $10 million to the brand’s retail sales in their first year on-counter.”