THE ULTIMA LIFESTYLE
Byline: Lisa Lockwood
NEW YORK — Ultima has a brand new face.
Under the direction of Vanessa Solomon, the new executive vice president and global general manager of Almay and the portfolio brands at Revlon, Ultima is undergoing a complete makeover in an effort to bring a new level of sophistication to the brand.
For starters, the company has dropped the II from its name, and beginning this spring, will be known simply as Ultima in both its advertising and in-store displays. New Ultima packaging will be phased in later this year.
In addition, Ultima hired Laspata/DeCaro — the New York advertising agency known for its advertising for Kenar, American Legend and XOXO — to create a lifestyle ad campaign for the brand using contemporary imagery. French model Aurele Cladel, who is represented by IMG, was selected to serve as Ultima’s new spokesmodel.
“We stepped away from traditional cosmetic advertising and went for a lifestyle approach,” said Solomon, who joined three months ago after heading Revlon’s business in South Africa. The most recent Ultima ad campaigns featured Cybill Shepherd and were created by Revlon’s former in-house agency, Tarlow Advertising.
The new ad campaign will be launched in magazines in March, featuring the new Ultima Glowtion Skin Brightening Makeup. Two ads will appear in May, which will highlight Ultima’s latest innovation to the lip category, Pucker & Pout Flowing Lipstick.
The brand plans to double its ad spending in the first half of 2001, compared to last year. According to Competitive Media Reporting, Ultima II spent $2 million in media in the first half of 2000.
Ultima is positioned at the prestige level of mass merchandisers. Print ads are slated to run in Allure, Harper’s Bazaar; In Style; Martha Stewart Living; O, the Oprah Magazine; Vogue; Glamour; Talk; Vanity Fair, and W.