Every brand hopes for a free plug on TV—"earned media," as the trade calls it—but endorsements don't get much better than they did on Oct. 25, 2012.
For cosmetics brands, touting a particular product's capabilities—that it gets rid of redness, say, or makes your face radiate—is standard. But that method of advertising can often impose a certain beauty ideal, one that is impossible for most women to meet.
Benjamin Karsch is no stranger to larger-than-life CMO jobs. Procter & Gamble, Kraft, Johnson & Johnson, Cigna—Karsch has run the marketing for all of them. But Karsch (whom everyone calls Benjy) has quite a task ahead of him at Revlon, which hired him as CMO in February. Revlon is a $2 billion beauty empire whose products are for sale in over 100 countries.
Color can communicate a lot of information, but not as clearly as if it were an actual language. So OPI made it into one.A sassy, gorgeous new campaign from the nail polish company, created with TBWA's DAN\Paris, turns various shades of the brand's product into an abstract, droplet-shaped alphabet that fans can use to chat on a special mobile app.
As Michelle Phan and others have proved, beauty vloggers are a lucrative resource for brands looking to find talent.
How-to beauty videos, which have been wildly popular on YouTube for years thanks to the likes of Michelle Phan, are increasingly finding a home on Instagram.
Adweek spoke to YouTube sensation Michelle Phan about her rise to fame from starting out as a beauty tutorial vlogger to becoming an international businesswoman, working with brands like Dr Pepper and L'Oréal.