To herald the launch of its ‘Ushuaïa Bio’ range of roll-on deodorants, the brand Ushuaïa (Lascad / Groupe L’Oréal) chose advertising agency La Belle & La Bête to create a special Web site. The site takes visitors on an immersive sensory trip, rich in content. The experience includes an invitation to a journey in rich media to discover four destinations associated with the product’s four key ingredients; customers’ video testimonials; a multi-faceted, expert-led bio view; and a co-launched e-mag whose bloggers have links to influential communities on the Web. The site reinforces the media launch of the new range, which includes a TV spot as well as planned on-line promotions on several well-known sites (Yahoo, TF1, MSN, aufeminin.com, Doctissimo). Finally, the three writers who collaborate on the Ushuaïa Bio e-mag are widely respected members of the women’s blogosphere.
http://www.ushuaia-bio.fr/#/les-univers
The Paris tourist and chambers of commerce offices are working together to promote the Parisian Sales. They propose the sales as a cultural discovery of Paris with a guide to discovery and shopping on 5 themes: “The Classic, The Trendy, The Bobochic (bourgeois bohemian), The Creative, and the Fusion Fashionworld”. In the campaign the actress Lou Doillon tells us about her favorite shopping addresses in Paris in a video on the web site. A shopping book of 100 pages is very convenient with addresses, maps, etc. in English and French. The book is available in the tourist offices and also on the web site. This operation is clearly positioned to attract well-to-do international women customers.
Each year at springtime we endure ads to lose weight by drinking miraculous potions to get the ultra power and the perfect six pack – without any effort, of course . Ads also show that we can also get golden, smooth skin without the least little bit of hair.
The hairs don’t escape this rule. In Europe many women don’t shave their legs, instead using an epilation machine either at a beauty institute, or at home. Ouch ! The procedure can be painful. The proof is here.
On French TV we saw a sweetened version of the epilation machine , but the message is clear. The Philips Satinelle epilation machine is so functional that a man can also use it. This ad is glamorous as well as humorous as we think of the Stephen Elliot movie, with a wink, Priscilla Queen of the Desert. Philips makes a real departure from the usual rules of epilation, and womens beauty code in general, for this campaign. The main character of this movie is played by Karis a famous transvestite dancer in Los Angeles. They may be taking a risk but at the same time they’re aming for a new audience: creative, open minded and “bobo”, a French nick name for “bourgeois bohème”, meaning very trendy urban people. The ads are also the reflection of the evolution of our society and a space of personal dreams and creativity. Do the times change? Women have played by men’s rules for a long time, through dress codes, etc., and now women and men can share the beauty tools just as we share a cup of coffee. Why not?
Street billposting campaign and media adverts.
“It’s yellow, it’s ugly, it goes with nothing, but it can save your life”.
This powerful statement by Karl Lagerfeld informs us about the new road security law starting on October 1, 2008. The yellow security jacket will become mandatory in each vehicle along with the emergency triangle. Karl Lagerfeld is “Mister Chanel”, a symbol of elegance and luxury all over the world. Langerfeld’s charming guttural accent and his confident attitude drive home the marketing message. “La sécurité routière” gives us a strong and serious message, with subtle humor.
La Redoute is advertising on television for the first time with two publicity videos, one for fashion and the other for decoration. The videos can also be seen on La redoute websites.
This web site is designed with Creative Suite and Flash to launch OPI’s new line of
Nicole nail lacquers. This site is all about the colors. It’s a good example
of what can be done using CS3 software.
Check out the 36 fresh and vibrant shades, including 12 new colors
for spring and summer. Learn how to shake, pump, and paint with Nic’s sticks.
And discover your true colors by taking a personality test to see
what your subconscious reveals about you. (Jan. 25, 2008)
Everyone with a young daughter should be encouraged to watch this film. touching stuff. It explores the way a girl’s self-esteem can be affected by mothers, mentors, and friends.
Click here.
This L’Oréal event took place on an island owned by a virtual model agency named aspire Model agency, which belongs to a real model agency.
the brand objective was to get closer to its consumers and to enlarge its brand visibility by entering a community-based territory. using a very technical medium, the brand aimed at aligning themselves with the qualities of modernism and avant-garde that are linked to the virtual universe. L’oréal was helped by the interactive media agency andrea Media, which owns virtual offices in Second Life. they built a communication strategy based on “word of mouth” and using the virtual display panels that are for rent in Second Life. they also used the “classical” online tools like chat rooms, messages to bloggers, etc. 250 spectators were present during the contest but the media fallout was much more important thanks to the buzz generated by the event.
