and values. “As the new sites launch, we
will be allocating our resources on public
relations, paid search terms, E-mail newsletter marketing and Web 2.0 initiatives
such as our Facebook page and Pureology
desktop widget,” says Weiss.
In October, the widget was launched
to offer an alternative to E-mail newsletter marketing and to provide a channel
for sampling promotions, beauty tips and
to read about Pureology initiatives. News
broadcasted includes promotions, polls
and product giveaways. The initial widget
was to target consumer brand enthusiasts,
but now its being used by salon professionals too.
Pureology’s marketing department also
has launched Connect on the company’s
Is y o u r d i r e ct response television
campaign d e l i v e r i ng Too Much Drama
and N o t E nough Results?
Web site. “The Pureology Connect feature enables our customers to virtually
take the brand with them where they
spend time online, including their E-mail
account, Facebook profile, or as a desktop
Widget,” Weiss contends.
Another company that is committed
to all-natural products is Yves Rocher.
From its beginnings in France, the company made products using ingredients
found in plants (they hold more than
50 plant patents). Wayne Moffatt, Yves
Rocher’s director of direct marketing and
responsible for all direct mail in North
America, believes this dedication is one
of the reasons why women try and stay
with the brand.
Dealing with a television
campaign with issues?
Let us put our “abilities”
to work for you.
we will develop the
formula that works!
Vis-ability: We focus
on your desired goals,
when you realize
your goals, do we
“Beauty goods are
very personal and should
be targeted to the right
audience. Knowing your
customers and the
demographics of potential
customers — your targeting
is the key to success. — Erin Reilly, Beauty E”ncounter
“We have always promoted our
natural plant-based story in most of our
promotions to ensure that women are
well aware,” he says. The company is also
committed to cruelty-free products and
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Targeting the Message (and the
For many beauty retailers, products are
only sold in department stores, online,
through a catalogue or — in the case of
Avon — through a beauty representative. While several companies have had
great success in the E-commerce arena for
quite sometime, there is the added challenge for these retailers to demonstrate to
customers how to use products and to gain
the trust of consumers without a physical
storefront. Online, however, companies