beautyscene.com Launches $20 Million Campaign

Beauty products, trends and advice site beautyscene.com launch the first phase of a $20 million national online and off-line advertising campaign.

The ads were conceptualized by frierson mee + kraft and photographed by fashion and beauty photographer Patrick Demarchelier, who also sits on beautyscene.com’s editorial board.

Demarchelier is the photographer who has been responsible for all covers of Harper’s Bazaar since 1992. Georgina Grenville and Mark Fisher, internationally recognized models, are the focal points of the ads, which merge the worlds of beauty and technology.

The ads play on seemingly traditional beauty advertising by using white space and a model, juxtaposed with high-tech gadgetry such as a keyboard, mousepad or mouse wires. The tagline is “beautyscene.com…the future of beautiful.”

“beautyscene.com is the future of beautiful. The campaign depicts the ‘scene’ today as well as the future of beauty as it merges with new technology. This fusion is what beautyscene.com is all about,” said Neil Kraft, creative director of fm+(k).

The print advertisements (six different images) will appear in 18 magazines. Outdoor advertising will be displayed in New York, Miami, San Francisco, and Los Angeles and television ads will launch next spring.

In early October, online advertising will launch on women’s, fashion, entertainment, parenting, fitness, lifestyle, news, generation Y and chat sites. Creative for the online campaign builds on the off-line ad photography.

Interactive agency Lot21 of San Francisco has taken the lead on the online advertising and branding campaign.

beautyscene.com is part of tpuppy.com — an e-commerce production house dedicated to launching upscale lifestyle-focused Web sites, or “scenes.”

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