Online cosmetics player Beautyjungle.com on Monday launched a $20 million image campaign featuring supermodel Fernanda Tavares and highlighting the premium brands available on the site.
The campaign breaks in a 52-page editorial insert in Vogue magazine’s February issue, highlighting “A Century of Beauty in Vogue.” The Beautyjungle.com message will take up 26 pages of that insert, highlighting its five beauty “boutiques” Elite Street, Global Chic, Virtual Spa, Nature Zone, and Main Street.
The new image campaign follows a promotion launched in November that urged potential customers to log on to get free items. Consumers were asked to solve a puzzle to get a free gift, meanwhile revealing personal information that beautyjungle.com could use to market to them.
Beautyjungle.com — along with the other beauty players like iBeauty.com, Beauty.com, Sephora.com, and Reflect.com has a tough battle to wage in its advertising efforts. There’s little that differentiates each site in the minds of consumers, so developing interest and brand loyalty is difficult.
Badger Worldwide Advertising created the campaign. Its other clients include A/X Armani Exchange, 5S/Shiseido, Emanuel Ungaro, Francesco Biasia, Donna Karan/DKNY, Cerruti, NYLON magazine, and Oxxford and Adrienne Vittadini.
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