From the risqué to the rousing, these brands garnered more than their fair share of eyeballs with communications strategies that stood out.
Maybelline New York Garnier
Maybelline New York-Garnier is well on its way to taking over the beauty world, due in no small part to innovative ways of reaching consumers. This year the division of L’Oréal USA hit the ground running—literally—with two cross-country tours that aimed to intimately reach consumers. There was The Great Beauty Tour, which joined Maybelline New York with Garnier Nutritioniste to educate women on both brands in 22 markets across the country, 14 of which received print and Internet support, while eight markets were reinforced with TV, print and Internet support. A custom-made tractor trailer was created for the tour, outfitted with both brands’ advertisements, beauty visuals and rooms large enough to hold one-on-one makeup and skin consultations. When the vehicle, which stopped at major events, festivals and retail locations across the U.S., was in full setup, the tractor trailer’s dimensions were 60 feet long by 35 feet wide. Also during the year was the Garnier Fructis Style Tour, the brand’s first national mobile marketing tour, which visited 20 markets executing more than 85 events. The tour utilized a style bar, as well as a lounge and sampling, with stylist consultations, one-on-one experiences with consumers, product demos and entertainment to engage consumers for a complete Garnier Fructis experience. Combined with both brands’ high-impact advertising visuals, the message was clear: Nothing beats an intimate relationship with the consumer.
Calvin Klein Secret Obsession
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Calvin Klein has built a successful business on courting controversy—and its provocative campaign for its new Secret Obsession women’s fragrance was no exception. The strategy? Get your TV ad banned by American network censors and generate (free) buzz by way of editorial coverage, then post the racy ad online, with a link to information on the scent. Next, cut a “safe” version that networks will actually run (albeit after 9 p.m.) and unveil a print ad (created by provocateur Fabien Baron) that stops just short of showing all of spokesmodel Eva Mendes’ goods. Add to the mix a Times Square billboard with a nearly naked Mendes wrapped in a sheet just in time for fashion week—and voilà. People will talk. No matter what happens with the scent—which sources estimate could hit $120 million at retail globally in its first year—no one could accuse Coty of not supporting it: Sources estimated that the company was shelling out more than $50 million for advertising and promotion, with about half of that figure expected to be spent in the U.S. Regardless of what the pundits might say, the campaign earned praise from a competitor, Sean “Diddy” Combs, himself no stranger to controversy. “People look forward to seeing some sort of sensuality, some sort of edginess, in fragrance ads,” he told WWD in August. “Calvin Klein is a founding father in how to do it in a tasteful yet respectable way. But at the same time, it is fashion. Fashion is supposed to be able to push those boundaries.”