Beauty Breaks Out
It looks like beauty advertising just burst from the pages of a glossy fashion magazine right out into the streets of New York! Everywhere I turn there’s a billboard with some great advertising for makeup and cosmetics – in the subway, on bus-stands, on passing taxi-tops… I absolutely love it!
Good use is being made of the tremendous eye-catching potential in color cosmetics. Seeing so many lovely “visages” staring at me leads me to think that advertisers are becoming more aware of the sales power of an elegantly made-up face. Beyond the usual association of a beauty picture with fragrance promotion, perhaps they realize that “image” and “cool” can be expressed directly by the face and its makeup.
An example of how makeup is being used as a primary branding tool is department store Lord and Taylor’s choice of a classic beauty picture to tell the world about it’s new $25 million face-lift. The image is both elegant and visually arresting. It conveys a lot about beauty and style, with makeup front and center. This isn’t a standard makeover, here!