KELLOGG’S AND ALMAY THINK OUTSIDE BOX
Byline: Laura Klepacki
NEW YORK — Talk about a morning beauty regimen.
Start with a bowl of fat-free Special K complete with 11 vitamins and minerals. Top off with an application of Almay Pure Tints lip color, containing shea butter, aloe and SPF 25.
In the first cosmetics promotion of its kind, Almay is partnering with the Kellogg’s cereal brand to offer women a free sample of its new Pure Tints lip color in mauve. The Almay tie-in is featured on the front, the back and one side panel of the 18-oz. size Special K box. The mail-in offer, redeemable through June 30, 2003, will appear on some 10 million boxes. To receive a free Pure Tints, valued at $4.95, customers must send in two UPC symbols and $1 for shipping and handling.
Vanessa Solomon, executive vice president at Almay, said the company was contacted by Kellogg executives about the tie-in possibility. According to Solomon, Almay beat out two other brands for the spot on the box.
For Almay, the placement provides exposure and gets Pure Tints samples to potential customers. Almay will fulfill the Pure Tints orders. A spokeswoman for Kellogg said the company frequently engages in this type of promotion. “We are looking to provide a value to our customers,” she said. “And we think the Special K consumer has many of the same characteristics as the Almay consumer.”
There were no payments involved in the deal, according to Solomon. “This is a pure partnership.”
Heading up the brand since the fall of 2000, Solomon has been on a mission to get Almay noticed in ways that “would surprise people” and restore it to its healthy heritage. First there was a print campaign in USA Today for the launch of Kinetin skin care, then a billboard in Times Square, and now — Almay is at the breakfast table.