BareMinerals to launch first-ever global marketing campaign
WASHINGTON and LONDON — BareMinerals has announced that it will launch in February its first-ever global marketing campaign, dubbed “Be a Force of Beauty.”
Rooted in the company’s 35-year history, “Be a Force of Beauty” amplifies the core belief that beauty can change the world, both by inspiring positivity and activating women to put beauty into action.
“Celebrating women isn’t new for us; it’s who we are and what we do. It’s always been more than a philosophy, it’s really our DNA,” stated Leslie Blodgett, creator of BareMinerals. “We have a responsibility to not just tell a singular story of beauty, but rather share in the collective spirit of women around the globe.”
The first iteration of “Be a Force of Beauty” will roll out to the United Kingdom in spring 2012. Supported by integrated marketing efforts, the campaign creative will feature five women, each personifying a “Force of Beauty” as identified during a blind casting held in late summer. Recognizing that beauty is not solely defined by a physical manifestation, the methodology behind the blind casting is meant to highlight the symbolic relationship between confidence and beauty, demonstrating that it’s the effect of confidence on the world that is the hallmark of true beauty.
The global campaign will be supported by print, digital and social marketing efforts throughout Europe. The campaign creative is designed to elicit a social discussion around beauty and motivate women into action.
With a large scope for interpretation, BareMinerals partnered with the photographer Rankin, to inject soul into the print campaign.
Old Spice’s new ‘Smell is Power’ campaign features Terry Crews, highlights new scent
CINCINNATI — Old Spice has launched a new advertising campaign for its Old Spice Red Zone body sprays to introduce the new Danger Zone scent.
The "Smell is Power" campaign also marks the return of Old Spice spokesman Terry Crews. Crews, who last appeared in the brand’s Odor Blocker campaign, demonstrates how the scents of Old Spice body spray can transform a regular smelling man into a man who smells like power.
Developed with Portland-based advertising agency Wieden+Kennedy, Old Spice’s "Smell is Power" campaign features a total of five commercials, including two 30-second and two 15-second television advertisements, and one 15-second spot that will run exclusively on Old Spice’s social media channels on Facebook and YouTube. The campaign will kick off with the debut of the 15-second spot "Blown Mind" during the NFL’s NFC Divisional Playoff Game on Jan. 14. The four other spots will begin airing the first week of February.
As part of the second phase of the "Smell is Power" campaign, Old Spice will unveil two co-branded television advertisements with Procter & Gamble brands Bounce and Charmin. First appearing as ordinary commercials to promote the Bounce Dryer Bar and Charmin Freshmates, each television spot is eventually taken over by Old Spice spokesman Terry Crews, who literally busts through each ad to illustrate how Old Spice body spray smells so much like power it sells itself in other brand’s commercials. The campaign also reunites Old Spice with comedy director duo Tim Heidecker and Eric Wareheim, well known for Adult Swim’s "Tim & Eric Awesome Show, Great Job," and who will premiere their new feature film "Tim & Eric’s Billion Dollar Movie" at the 2012 Sundance Film Festival later this month.
The Old Spice "Smell is Power" campaign will run on Adult Swim, BET, Comedy Central, ESPN and other channels. In addition, digital ads will appear across a number of sports, entertainment, humor and gaming outlets.
PZ Cussons buys Sabre Group’s Fudge hair care brand
LONDON — PZ Cussons, a consumer products group in Europe, Asia and Africa, is expanding its beauty division with the acquisition of the Fudge hair care brand from Australia-based Sabre Group.
The brand and associated inventory are being acquired by PZ Cussons for 25.5 million pounds ($39.5 million). The transaction is expected to close by the end of January, following the satisfaction of certain regulatory obligations.
Fudge will join the portfolio of brands within PZ Cussons Beauty, the group’s recently formed beauty division, which currently comprises St. Tropez, Sanctuary and Charles Worthington.
Established in 1991, Fudge is a hair care brand sold predominantly through salon distribution in the U.K., Australia and New Zealand. It is best known for its styling range, including the “Hair Shaper” product.
“The acquisition of Fudge further strengthens our newly formed beauty division and broadens its category participation. The geographic and distribution footprint of Fudge is a perfect fit with the current brand portfolio, and we see further opportunity to develop the brand’s international potential,” stated Alex Kanellis, CEO of PZ Cussons. “Following this acquisition, our balance sheet remains strong, giving us flexibility for further investment opportunities as they arise.”