EXCLUSIVE: Major beauty brands including L'Oreal Paris and Revlon have backed magazine advertising to boost flagging retail sales in 2013.
The beauty and cosmetics sector, one of the categories worst hit by stagnant consumer spend and the tough economic climate, is planning to fight such hurdles with the 'I Feel Beautiful' initiative between retail giant Priceline and Pacific Magazines.
The deal, launched late last year has been renewed for 2013. It will see a host of Pacific Magazines largest women's titles including InStyle and Women's Health promote Priceline and its stocked brands such as beauty giants Nivea, Olay, Revlon and Rimmel, which will also be supporting partners of the campaign. Other partners include Australis, Dr Lewinns, L'Oreal Paris, Le Tan and Manicare.
The campaign will kick off tomorrow 1
March with a morning celebration at Sydney's King George Park. Over 1,000 members of the public are expected to attend and it will be
broadcast by Seven's morning show Sunrise.
It will be
fronted by Priceline ambassadors Ita Buttrose and actress Ada
Nicodemou, who will also appear at the tomorrow's event.
The iniatitive will officially launch in print with a 46-page A5 booklet in the April issue of Pacific Magazines' Marie Claire and Better Homes and Gardens. The broader print push will also see executions utilising Pacific Magazines' hover technology, Genie. The publisher expects the push to reach an audience of 5 million readers.
The campaign also be promoted with several events and consumer promotions, including a Priceline-branded semi-trailer offering complimentary health checks and mini makeovers, which will travel to different locations around Australia throughout March. The cosmetics giants will also hold an event in coming weeks where women and their sisters are invited to enjoy a make-over in-store, in return for a donation to its Priceline Sisterhood, which supports Alzheimer's Australia.
Television and online will also be supporting channels, with the push promoted heavily on the magazines' Facebook and Twitter pages.
Pacific Magazines director of Sales Dymphna James said the partnership emphasised "the special role magazines have in inspriring and motivating women".
Meanwhile, Priceline marketing director Amanda Connors said the campaign brought Priceline's philosophy to live, which was "helping Australian women look good, live well, and feel great - at any age".
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