To reach younger consumers, French cosmetics giant L’Oréal acquires U.S. makeup California-based brand Urban Decay, which turned 16 this year. The company doesn’t say much about the financial side of the deal, but it is estimated at around $250-300 million by analysts.
cosmetics & perfumes
Chanel has finally released a much-anticipated video for Chanel No. 5 starring Brad Pitt, who is now one of the brand’s celebrity ambassadors. Before the launch of the film, the brand released a series of teaser spots with Brad’s voice and a single photo of him turned to the wall, in the black-and-white palette, which was also used for the full-version film. In the 30-sec spot, which appeared on Chanel’s YouTube page on October 14, the Hollywood A-lister is standing in a casual outfit and talking about the iconic fragrance just like it is a woman… or oxygen and gravitation. Recently, the brand also released a documentary dedicated to the legendary scent and revealed a Chanel No. 5 history-focused webpage.
Chanel reveals it secrets online—the brand, which has become the epitome of style, is telling its story on a dedicated website, Inside.Chanel.com. Yesterday, on October 4, the brand released a teaser video on its YouTube channel, where it focuses on its iconic fragrance, Chanel No.5 over ninety years ago, inviting the audience to visit the major destination and watch the full version of the movie.
Chanel creates fashionable pieces not only for its clothing and apparel collections, but for its advertising efforts as well. The brand has unveiled a new commercial on its Facebook page to promote the updated Rouge Allure lipstick line with an artistic twist. It comes as a tribute to Erwin Blumenfeld, a Dadaist photographer, directed Solve Sundsbø, who recreated the approach of the celebrated lensman, a man behind numerous stunning collage covers for Vogue.
Schwarzkopf has partnered with the MEC agency to develop a humorous campaign, which is poking fun at the old-school methods of advertising. The creative team created a promotion for the Taft FULL ON line, which includes two TVCs, parodying cheesy infomercials and featuring a weird hairpiece helmet Stylemet, as well as a microsite, where consumers can win the odd accessory.
The CoverGirl brand has tapped another hilarious lady as its ambassadress, who will share her talent and inspiring female consumers with her beauty and charm. Last week, rock star P!nk joined the brand’s family, and now the cosmetics label welcomes a new face, Janelle Monáe, who is on “a unique mission to encourage women to use all their artistic powers to play, change, and transform,” says the press release.