BEAUTY CARE

Ulta, Fekkai team up to promote Silky Straight Ironless collection

BY Antoinette Alexander

NEW YORK Beauty retailer Ulta is promoting the launch of the Fekkai Silky Straight Ironless collection by holding a “National Blow-Out Day” exclusively at Ulta stores nationwide on April 14 and 15.

Consumers who stop by an Ulta store on April 14 or 15 can receive a complimentary blow-out featuring two of Fekkai’s best selling product collections. Consumers can choose between two signature Fekkai blowout styles: Silky Straight or Full Blown Volume. The Full Blown Volume blow-out utilizes products from the Fekkai Advanced collection of the same name but provides the option for extra volume.

In addition to a complimentary blow-out, consumers will also receive a travel-sized gift with the purchase of two Fekkai products.

The promotion is part of the launch of Fekkai Silky Straight Ironless collection, which is a three-step system that makes silky straight chic hair happen with ease.

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Poll: ‘Distasteful’ ads steer adults away from brand purchases

BY Michael Johnsen

NEW YORK Marketers beware. According to an Adweek Media/Harris Poll released Friday, more than one-third of Americans have chosen not to purchase a certain brand because they find the ads distasteful. Add the 22% who said while they have not yet boycotted a brand on account of advertising they have thought about it, and you have 57% of Americans who could be negatively swayed by bad advertising.

More than one quarter of Americans (28%) reported they had chosen to not purchase a brand because they did not like the spokesperson it used, while 22% said they have not done so, but thought of doing it.

When it comes to who is more likely to not purchase a certain brand because of subject matter or spokesperson, Adweek Media/Harris Poll found some differences among education- and income-based demographics. The more education a respondent had, the more likely they were to say they had not purchased something. Over 2-in-5 college graduates (43%) had not purchased a brand because they found the advertisements distasteful, compared with 29% of those with a high school education or less. One-third of college grads (33%) said they have not purchased a brand because they didn’t like the spokesperson, compared with 23% of those with a high school education or less.

And 25% of those with a household income of under $50,000 per year said they did not purchase a certain brand because they did not like the spokesperson used, compared with 28% of those with a household income of between $50,000 and $74,999 per year and 33% of those with a household income of $75,000 a year or more.

The Adweek Media/Harris Poll surveyed 2,194 U.S. adults online between Feb. 2 and 4.

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Elizabeth Arden to manufacture, market fashion fragrance

BY Antoinette Alexander

NEW YORK Elizabeth Arden has inked an exclusive global licensing deal with Kate Spade New York, a fashion and accessories brand well-known for handbags, to manufacture and market a Kate Spade New York fragrance.

The fragrance is set to launch in the fall of 2010. Financial terms of the agreement were not disclosed.

“Kate Spade New York is the ideal brand partner for Elizabeth Arden,” stated Art Spiro, EVP of global fragrance marketing for Elizabeth Arden. “Kate Spade New York has grown from a small handbag company to a total lifestyle brand. We are proud to continue to bringing the kate spade new york lifestyle to the next level.”

In 1993, Kate Spade New York started a revolution in the accessories market with sleek utilitarian handbags. Since then, the brand has grown to include clothing, accessories, jewelry, shoes, apparel, eyewear, leg wear, home, paper and now fragrance.

In 2007, design powerhouse Liz Claiborne acquired the brand. Deborah Lloyd, formerly of Banana Republic and Burberry, took the helm as creative director and co-president that same year, with an aim to broaden the product line.

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