Philosophy Taps Holiday 'Magic' for E-mail Campaign

  |  December 8, 2006   |  Comments

Beauty brand Philosophy creates holiday campaign around a "believe in magic" message.

Responsys created a holiday campaign for beauty line Philosophy centered on the message "believe in magic." Components include e-mail, landing pages, a holiday shopping list, and a sweepstakes.

The multi-component campaign includes a micro-site with six mini-stores containing different products from the Philosophy line. The holiday stores include "sweet shop," "homemade treats," "a few good men," "indulgent fun," "fragrance shop," and "holiday favorites." The overall messaging carries out the holiday theme of "believe in magic, believe in miracles."

A recent e-mail promoting Philosophy's Holiday Blues bath and shower gel highlights the company's altruistic doctrine, stating 100 percent of the gross profits will go to the Ricky Martin Foundation. Another e-mail hyped a holiday sweepstake with the "believe in magic" message, where 1,000 respondents were entered to win a jar of Cinnamon Buns Body Soufflés. Responsys also created a Holiday Shopping List. All e-mails point to Philosophy's holiday boutique, rather than the main page.

"We wanted to provide a holiday micro-site that just showcased our holiday offerings," said Stayer. "The idea was to take an integrated approach, incorporate e-mail, a landing page, banner ads, all with a similar look and feel. Responsys really did a fabulous job of mirroring the brand image throughout the holiday store."

Philosophy created its own banner ad units using elements similar to the Responsys-created campaign. Banners ran on Oprah.com and WebMD.com.

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Enid Burns

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