Lancôme Graduates From The Marie Claire Beauty Academy
Lancôme are traditionally a display/TV advertiser concentrating the bulk of their media spend on driving awareness of pillar launches. The original formula for the brand has been 'luxury', technology and modernity; a positioning not necessarily clear to the consumer.
Something new was needed to reinvigorate Lancôme, bringing it to life on all levels and IPC with Marie Claire, instigated this fresh direction.
IPC came up with the “Beauty Academy”, a unique partnership between Marie Claire and Lancôme. The 7-month joint venture encompasses magazine, a bespoke Beauty Academy channel online, in-store, 3rd party partnerships, marketing/subscription opportunities and a national survey supported by PR to generate further editorial coverage.
The Beauty Academy offers consumers in-depth advice and expert tips on every aspect of their beauty regime. The Academy offers advice on all beauty products, including competitors, adding credibility to Lancôme as the experts in the minds of consumers.
For full details of how all this worked click here Lancôme Case Study.
