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Digital Effort Looks to Help Ladies With Wardrobe Malfunctions

Hollywood Fashion Secrets teams with Stacy London

Hollywood Fashion Secrets—maker of "wardrobe malfunction" products for women like fashion tape—is launching a digital campaign today that plays up style persona Stacy London to drive offline traffic to beauty retailer Ulta.

The HFS initiative is one of the first to come out of the brand’s retail partnership with Ulta that debuted last month. Promotional efforts focus on London to build hype around a niche product group that HFS claims has low brand awareness.

"We know a collaboration with a style icon and enthusiast like Stacy will help us build brand awareness and educate women on better, easier solutions to pesky beauty and fashion problems," said Jane Dailey, co-founder/president of HFS. The Minneapolis-based company worked with ad agency Utility and digital shop Clockwork on the online-only endeavor, which includes three sets of creative that will run as banners on Elle.com, InStyle.com and Shape.com, and as Facebook promos. The marketer is employing audience targeting on Facebook to home in on teenage-to-50-something females who have shown an interest in fashion, beauty and shopping.

The ads drive to a HFS microsite with a store locator for Ulta's bricks-and-mortar outlets that stock HFS products, how-to online videos and a link to London’s blog on the company’s e-commerce site. Three HFS products are highlighted in the ads—boot straps, breast cover-ups and fashion tape.

HFS says that its digital efforts going forward will include digital campaigns that support other national retailers where its products are available. London’s deal also includes in-store Ulta events and online videos.

Check out the campaign’s creative (in addition to the ad above) below.

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