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| Almay Unveils New Advertising Campaign Featuring Kinetin Skincare Line |
Breakthrough Print & Television Campaign Created by Deutsch
Focuses on Brand Heritage and Innovation
NEW YORK, July 13 /PRNewswire/ -- Almay launches a breakthrough new brand
campaign that spotlights its Kinetin Skincare Advanced Anti-Aging Series. The
new campaign, created by Deutsch, supports Almay's equity as an innovator in
skincare and reinforces its long-standing leadership in the category. The ads
spotlight the brand's commitment to producing hypo-allergenic beauty products
and marks the introduction of Almay's new tagline, "The Pure Source for
Beautiful." This new tagline leverages the brand as a destination for pure
beauty products that are scrutinized under Almay's rigorous testing standards.
The ads, which feature majestic images of skin, connect with women on an
emotional level.
The new Almay campaign will feature both 30-second and 15-second
television spots slated to appear nationally beginning July 16th. A
comprehensive print campaign will debut beginning August 9th in USA Today and
in September consumer magazines including: Allure, Glamour, Vogue, Self,
Lucky, Martha Stewart Living, W, People Weekly and In Style.
The print execution, which includes both spread and single pages, features
close-up, majestic images of beautiful skin. The images appear like
landscaped canvases across the page. These impactful visuals are coupled with
clever copy that includes headlines such as:
"Now there's an anti-aging breakthrough that makes
retinols and AHA seem, well, old."
"You're not getting any younger. But that's fine, because
anti-aging formulas are getting smarter."
"From Almay, an anti-aging breakthrough that wasn't found in a lab.
It was found in a plant."
"The new ads created by Deutsch truly capture the vibrant and confident
energy of the Almay brand using beautiful, close-up views of a woman's face,"
stated Vanessa Solomon, Executive Vice President and Global Manager of Almay
and Portfolio Brands. "The campaign speaks to 'beauty' and 'skin treatment'
-- a focus for the brand and an integral part of its heritage. We're excited
to introduce a campaign that departs from traditional beauty advertising with
natural images of skin that are not completely flawless. Consumers told us
they can identify with these natural, attainable images presented in the ads."
"Almay is not afraid to put itself under a microscope and our creative
executions reflect this with very close, tight shots of a woman's skin,"
states Kathy Delaney, Managing Partner, Executive Creative Director at
Deutsch. "In an unexpected way the creative highlights right where the
product is working -- up close and personal -- and we are able to bring to
life the brand's promise to provide pure products that are a blend of beauty
and benefits, designed to enhance a woman's individual beauty."
Almay's Kinetin Skincare Advanced Anti-Aging Series, is an innovative
skincare collection that provides dramatic results on skin. These unique
formulas contain Kinetin, an anti aging ingredient found in green, leafy
plants. They are demonstrated in clinical studies to improve the signs of
aging caused by photo damage, Almay Kinetin products provide healthy
anti-aging benefits on skin comparable to the leading retinol product and
without irritation such as burning, redness or flaking, or increased
sensitivity to the sun, typically associated with AHAs. Almay's Kinetin
Skincare Advanced Anti-Aging Series is comprised of a daily lotion and cream,
each with SPF 15 to help prevent future damage, an eye treatment, overnight
treatment, anti-wrinkle serum, neck and chest treatment and facial cleanser.
About Almay: A high Standard of Hypoallergenic. Fewer than 500 of the
10,000 ingredients available for use in cosmetics today meet Almay's standard
for superior performance without irritation. New ingredients and technology
are stringently tested before they may be used by Almay.
Deutsch also manages media planning and buying for the Almay brand.
Deutsch Inc. is a $1.5 billion full-service integrated marketing and
communications company, offering clients an array of services including
advertising, direct marketing (direct Deutsch) Interactive (iDeutsch), design
(design Deutsch), youth and ethnic marketing (dRush), and public relations,
promotions, and events (Deutsch PR Promo Plus), Deutsch has blue chip clients
such as Mitsubishi Motors of America, Expedia.com, Pfizer, Dominos, Revlon,
Snapple and DIRECTV.
"The Pure Source for Beautiful"
Almay Kinetin Skincare Creative Credits
Deutsch NY
Kathy Delaney Managing Partner, Executive Creative Director
Mike DePirro VP, Group Creative Director
Lisa Garrone Associate Creative Director, Copywriter
Shayne Millington Art Director
Guy Williams VP, Executive Producer
Kirsten Lynch Producer
Production Company: Dogtag Films, New York, NY
Director: Liz Hinlein
Editorial Company: Zap Editorial, New York, NY
Editor: John Zieman
Special Effects: Yu & Company, Hollywood, CA
Print Photographer: Kutlu Ertan
Product Photographer: Richard Pierce
SOURCE Almay
back to topRelated links:
Company News On-Call:
CONTACT:
Caryn Lipchin, +1-212-527-5727,
caryn.lander.lipchin@Revlon.com, or Georgianna Mandelos,
+1-212-527-5778, geogianna.mandelos@revlon.com, both for Almay at
Revlon; or Vonda LePage of Deutsch Inc., +1-212-981-7680,
vonda_lepage@deutschinc.com
