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Lancôme sought to reinforce the strength of its make-up artistry with the work of Aaron de Mey* through his first collection for Lancôme: Pink Irreverence. It sought to be unique and surprising, using strong colour statements to attract a young and trendy target audience. In response, ELLE France offered a strong bi-media plan including print and online, with innovative, arty and emerging formats. In parallel, ELLE organised an online competition to reinforce the proximity with Lancôme’s target. *Aaron de Mey: Aaron de Mey is a highly regarded makeup artist. Lancôme signed de Mey as their International Artistic Creative Director of makeup in 2008. ‘Pink Irreverence’ was his first collection for Lancôme.
Citation preview
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FRANCE
OBJECTIVE
RESPONSE
# To reinforce the strength of Lancôme make-up artistry with the work of Aaron de Mey through his first collection for Lancôme, Pink Irreverence
# To surprise and provoke with an innovative format and content
# To create a strong colour statement and attract a young and trendy target audience
ELLE France offered a strong bi-media plan through:
# An emerging & arty brand campaign
# An online competition
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A BI-MEDIA CAMPAIGN
PRINT WEB
# 8 page butterfly gatefold
# Dedicated online space# Premium and special online formats
#EMERGING AND ARTY BRAND CAMPAIGN
8 PAGE BUTTERFLY GATEFOLD
Introducing Aaron de Mey through his scrap book page and presenting the creations that led him to Lancôme’s Pink Irreverence make-up collection.
#EMERGING AND ARTY BRAND CAMPAIGN
DEDICATED CO-BRANDED MINI SITE PREMIUM AND SPECIAL ONLINE FORMATS
Presentation of the Pink Irreverence collection, Aaron de Mey’s universe and his make-up tips, and the competition, in a very arty approach created by the Pink Irreverence make-up artists
AWARDED “SITE OF THE DAY” BY THEFWA.COM.
To increase the mini site exposure
Homepage takeover, prehome interstitial
Transparent flash ad
#ONLINE COMPETITION
To reinforce the proximity with Lancôme’s target, users had to design an original creation from the colours of the Pink Irreverence collection to win a Pink Irreverence product.
ON THE DEDICATED CO-BRANDED MINI SITE
FOR MORE INFORMATION
PLEASE CONTACT:
The Integrated Solutions Department+33 1 41 34 87 39