With her new Pretty Powerful multimedia campaign, Bobbi Brown plans on getting real with her consumers — and she’s starting the effort with her first Twitter press conference today.
This story first appeared in the January 12, 2010 issue of WWD. Subscribe Today.
“There are so many new ways to get information out there these days,” said Brown of her press conference, which will involve beauty bloggers and Twitter followers asking Brown questions and her answers in real-time beginning at 12:30 p.m.
The Pretty Powerful campaign goes live today at bobbibrowncosmetics.com/prettypowerful. Its core comprises 50 “real” women — Brown’s friends, staffers and consumers of all complexions — with before and after photos, video portraits, face charts and application tips for each, as well as behind-the-scenes looks at the shoot and a short documentary featuring Brown. An e-commerce link will allow interested consumers to purchase the products used.
Maureen Case, group president of the specialty brands group at the Estée Lauder Cos. Inc. said: “This effort really crystallizes the Bobbi Brown brand DNA — teaching women how to be the best possible versions of themselves. Being able to put that out there in video and visual form is a cost-effective way to communicate the message to a broad spectrum of customers.”
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Case added that about 65 percent of Brown’s cosmetics business is done outside the U.S., and that the campaign is likely to be tweaked for several global markets.
The next component of the campaign is a video contest, which will take place on the Pretty Powerful Web site, noted Annemarie Iverson, senior vice president of creative brand development for Bobbi Brown. Beginning Jan. 19, videos will be solicited from consumers, asking them how Bobbi Brown Cosmetics takes them from feeling pretty to feeling powerful.
Bobbi Brown executives will winnow these submissions down to 15, then send the chosen 15 the brand’s Color Strips Collection (which launches in March), along with a selection of the brand’s must-haves, asking the finalists to make another video.
The second video topic is how Bobbi Brown makes them feel Pretty Powerful using Color Strips. Those videos will be posted on March 12 for consumers to vote on (each vote, up to 10,000, will mean a $1 contribution from Bobbi Brown Cosmetics to Dress for Success), and those votes will determine the top five. From the top five, Brown herself will choose three winners, each of whom will be flown to New York for a makeup master class with Brown.
The campaign will be reinforced in-store with Bobbi Brown Beauty Team events, light boxes, postcards and direct mail pieces, Iverson added. The video components shown on the Internet will also be played at counter, she said.