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.