BEAUTY CARE

Axe expands marketing efforts for new product with Jagtag partnership

BY Antoinette Alexander

NEW YORK As part of the launch of Axe’s new Axe Twist, the men’s grooming brand has partnered with Jagtag to kick off a new mobile marketing campaign, marking the largest multichannel ad program in the U.S. market using a mobile 2-D barcode.

Jagtag mobile barcodes appear in Axe Twist marketing efforts promoting exclusive content from the Axe Twist Humor Tour, presented by Funny or Die and at college campuses. To reach the Axe target demographic — guys ages 18 to 24 years old — Jagtag mobile barcodes will be featured across multiple media channels, including print inserts within nine national men’s magazines — including GQ, Maxim and Men’s Fitness — in sample packs distributed at college campuses and hand-outs, as well as signage within movie theaters and at Six Flags theme parks nationwide.

With Jagtag barcodes featured alongside Axe Twist product samples and promotional materials, consumers can snap a photo of Jagtags and instantly receive exclusive videos featuring comedians from the Axe Twisted Humor Tour. Users also can click through to the FunnyOrDie.com/Axe site for additional content and tour information.

Jagtag works with all wireless carriers and camera phones in the United States and enables Axe to share video content instantly with 90% of mobile users, without requiring them to download an application. Standard messaging and data rates apply.

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BEAUTY CARE

Finesse launches line for aging hair

BY Antoinette Alexander

STAMFORD, Conn. Lornamead’s Finesse hair care brand is tackling the symptoms of aging hair with its new Finesse ReVitality line.

Finesse ReVitality, which is enhanced with a complex of collagen, CoQ10 and antioxidants, is designed specially for women concerned about aging. The formula promises to improve strength and softness of hair after just one use.

According to the company, three-quarters of women surveyed by the brand agreed that their hair has changed over time. In addition to changes in their natural hair color, women cited increased coarseness, dryness, brittleness and thinning as new challenges for their hair. As a result, fewer than 2-out-of-10 women described their own hair as “healthy.”

“Finesse ReVitality fills a gap in the marketplace by meeting beauty needs that have been overlooked until now,” stated Randy Sloan, CEO of Lornamead. “Our formula takes the best of what’s been learned in skin care and now applies it to hair care to satisfy a beauty need of older women.”

The ReVitality line is designed to:

  • Plump: A complex that includes collagen helps to increase elasticity and aids hair in retaining moisture and plumpness;
  • Repair: CoQ10, proteins and amino acids defend against damage; and
  • Protect: Antioxidants promote healthy scalp, laying the foundation for healthy hair.

The collection includes hydrate and recover shampoo and conditioner, volumize and correct shampoo and conditioner, fortify and protect leave-in treatment, and stimulate and refine pre-shampoo treatment.

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RAPP tapped to spearhead global digital marketing initiatives for Coty brands

BY Antoinette Alexander

NEW YORK Coty has selected global digital agency RAPP to lead its global digital marketing initiatives for its Sally Hansen brand and for its licensed Guess?, Halle Berry, Beckham and Playboy brands.

“We feel that Coty’s success has been the result not only of our portfolio of top beauty and luxury brands, but also our spirit of entrepreneurship and our commitment to staying on the cutting edge of what consumers want. In partnership with RAPP, we will be able to better serve the needs of our consumers by providing new ways to enhance their well-being,” stated Steve Mormoris, SVP of global marketing for Coty.

RAPP’s New York office will lead the marketing efforts, collaborating with their Paris office to service the global account. RAPP is a unit of the Omnicom Group.

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