Top Five Beauty PR Campaigns of the Year So Far
We have looked at the beauty campaigns of 2012 so far from across the world to share with you our very best…
1. Betty Boop for Lancome
To launch their new Hypnose Star Mascara, Lancome decided to bring back a true icon – Betty Boop! Known for her cheeky character, glamour and amazing eyelashes of course, Betty starred in a special video teaching supermodel Daria Werbowy how to ‘say it with the eyes’. A really engaging video, it launched the new product in a unique way and captured people’s hearts and imaginations. The beauty media went crazy for it, and the video worked perfectly for online press and bloggers, which has had over 40,000 hits on Youtube alone. A very clever move.
See the video here Betty Boop & Daria Werbowy in a new Lancome Hypnôse Star film
2. YSL Rewarding Facebook Fans
YSL took their PR campaign this year even further, fully embracing social media. Leading the way in engaging with followers, YSL launched an eyeshadow palette only available for their Facebook fans. The blue palette has appeared everywhere from The Daily Mail to Stylist. Giving their Facebook fans something special as well as increasing their number of followers led to the limited-edition palette selling out very quickly. This kind of campaign is sure to be the basis for many others to come.
3. Benefit Mascarathon
Beauty brand Benefit launched a campaign this year to promote their ‘They’re Real’ mascara and support the charity Refuge. Called the Mascarathon, Caroline Flack fronted the campaign holding a huge Benefit ‘They’re Real’ mascara wand. Fully branded, yet also for a great cause, the Mascarathon saw people all over the country take part in a sponsored run and get treated to makeovers from the ‘Benebabes’. To date they have raised over £70,000 for Refuge and continue to receive donations.
4. P&G Beauty & Grooming Awards
This year was the first time ever that beauty heavyweight P&G announced their Beauty Awards winners digitally. Sending key press some popcorn and champagne to enjoy, journalists could watch the event without having to leave their desks. The feedback was fantastic; Twitter was full of retweets, Instagram pics and congratulations throughout the industry. It created such a buzz that #pgawards was one of the top trending categories on Twitter.
5. Lynx Sound-Activated Cinema Advert
To promote their shampoo range, Lynx created the first ever sound-activated advert before screenings of ‘The Dark Knight Rises’. It showed clips of men in certain scenes with different girls and the girl who received the loudest cheer was then played in full. Making their campaign much more interactive meant cinema-goers paid attention to the adverts rather than their popcorn.
From the look of these top beauty PR campaigns, the rest of this year is sure to feature more cutting-edge technology, more embracing of social media and more partnerships to make your brand stand out from the rest.
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