AXE is launching a new line of products, AXE Peace, and rolls out a campaign to promote a simple, but powerful weapon for a positive change across the globe—a kiss. The promotional effort uses the legendary “Make Love. Not War” slogan emerged back in the 60s as the maxim of the youth opposed to the Vietnam War. Now, half a century later, when the world is still shaken with war, AXE is determined to bring the motto back using its brand power to inspire the young generation.
Estee Lauder is encouraging women to share their nightly beauty moments via the recently launched The Beauty of Night platform. Started about a month ago to promote the brand’s product, Advanced Night Repair serum, the site works as an international destination that accumulates female beauty wisdom and allows ladies to share their expertise in real life with those who may need it.
Dove has partnered with Ogilvy Toronto to develop a project dubbed Real Beauty Sketches, inspiring women to see beauty in themselves. With the help of a portraitist, the brand has explored the difference between how women perceive themselves and how others see them. The findings are revealed in the key 3-minute web film as well as in a series of shorter interviews.
In August 2013, Michael Kors is set to launch its first-ever beauty collection in collaboration with Estèe Lauder Cosmetics. The three new lines Sporty, Sexy and Glam will have their own voice and make a harmonious trio. The release will be supported by an advertising campaign featuring prints and a TV commercial starring fashion model Karmen Pedaru, shot by the world’s celebrated photographer Mario Testino.
Continuing on the trend of tapping celebrated filmmakers for its commercials, Prada has collaborated with directors Wes Anderson and Roman Coppola to develop a series of vignettes to support the launch of its latest perfume, Prada Candy L’eau. The new campaign will be unveiled in three stages. The first three short 12-second clips have been just released and can be viewed below, three longer teaser spots are to follow later, each once a week, and then the final full-length commercial will arrive.
The Body Shop has a new celebrity in its team of ambassadors. The new face of the cosmetics brand is celebrated British singer Leona Lewis, who has seven Brit Awards and three Grammy Awards nominations. As the new brand activist, Leona will be spreading awareness of the cruelty-free cosmetics philosophy adopted by The Body Shop and realized through its fair-trade, ethically sourced and 100% plant-based ranges. Plus, the signer has collaborated with the brand to produce a new make-up and fragrance collection. Being a vegetarian and animal rights activist herself, Leona Lewis is a perfect fit for the new partnership.
Miss Dior is spreading the spring and feminine spirit with its latest “La Vie En Rose” advert. It is the second time Sofia Coppola and Hollywood A-lister Natalie Portman have collaborated on a commercial for the perfume brand, with the first spot launched back in 2011. To highlight the sweet and romantic atmosphere, the ad features a plethora of white, cream, red and pink roses just everywhere.