Inspired by Liberty’s New Year’s resolution to be ‘more polished’ this year, we have taken a little peruse of some of the latest beauty and personal care campaigns, Shopper Marketing, packaging and digital executions. Here are our beauty picks:
Old Spice: Smellcome to Manhood / Momsong
It’s pretty hard to beat the man in the towel, on the horse, looking at me, looking at you, but we can’t get enough of this slightly creepy and crazy new video that is part of the Old Spice, Smellcome to Manhood campaign.
They’ve also developed a fun website to showcase their new range. (but need to sort out the half disappearing logo!)
Particularly pleasing to see, is how the new products have been described on eCommerce chemists Boots. It’s great (yet worryingly unusual) to see a fun tone of voice translating all the way to the product description Online:
Axe: Make Love Not War
A very dramatic and unexpectedly impactful campaign from Axe (or Lynx in the UK).
Marking a departure from Axe’s usual tongue in cheek, ‘Axe makes you irrisistable to the female sex’ approach, this ad still promotes the idea that Axe helps you get the girl, but uses classic war film cinematography to bring to life the slogan ‘Make Love Not War’, whilst promoting peace in a fun and highly shareable way.
Axe linked up with Peace One Day, a non-profit charity, dedicated to institutionalizing Sept. 21 as an international ceasefire Peace Day. Axe also donated $250,000 to the organization and is promoting the charity in its ads and on Facebook and using the twitter hashtag #KissForPeace
Fun content on Facebook from Axe
Benefit Airport Vending
We’ve all been there at the airport, thinking we need more lipstick… so thank you Benefit for coming up with this brilliant and creative vending solution.
The brand have created an 8 point systems of essential tools and products to make yourself beautiful. Clear, simple and effective, this is a great Shopper focused approach to breakdown and simplify the selling process and provide a tool and discussion point at POS for the Salesperson.
Beautifully executed display from Clarins, bringing the natural ingredients of these face serums to life in a delicate and pretty way.
Each serum’s ingredients appear to be ‘scattered’ across glass tables or POS as if the petals are floating ‘pot pourri’. The effect is quite captivating and reinforces the natural ingredients, whilst encouraging the Shopper to touch and investigate further. Leaflets and POS provide information to help product decisions.
Great display from Clinique, promoting the use of their new Daily Moisturiser by linking to morning rituals.
It did make me crave a boiled egg, toast and cup of char though -- I’m not sure this was the intention!
Liberty’s Beauty Hall
Libertys sell all the beauty bits and bobs to make you look fab on the outside and now they are helping you to work on your beauty from within as well. Rock over to the Juice O’Clock chiller from Plenishand select from a range of juices for ‘bright eyes’ or ‘alkalinity’ to improve your inner glow and outer radiance.
You can also sign up to their 7 day cleanse online:
King Of Shaves
Introducing the new Hydroglide razor from King of Shaves. Check out their advert -- you’ll notice all is not as it originally seems….
Dollar Shave Club
This has been around a while, but it still makes us giggle every time we watch the intro video. It’s a refeshingly pragmatic and humorous approach to male grooming that is worlds apart from ‘the best a man can get’.
This humorous packaging for Manatomicals mens beauty grooming is macho and quirky and bold.
The tone of voice, copy and typography are integral to the success of this range with colour coding utilised to categorise product types and make it easier to shop on shelf.
Mor Beauty Packaging
Consistently stunning packaging is produced by Mor, with beautiful illustrations, designs and premium details such as the wax seal and high grade paper.
In the case of the liquid soaps below, the packaging has become integral to the product, transforming it into a designer item that would look fabulous in any bathroom.
Locally produced soap from Brick Lane in London, features scents and names inspired by local areas such as Brick Lane, Bloomsbury and Baker Street. Each soap is embossed with the Soapsmiths ‘S’ brand and the packaging features an illustrative map of the revelant streets of the area.
Stylish and simple and very ‘east London’.