IMAN Cosmetics lands first-ever major motion picture partnership
NEW YORK — Multicultural beauty brand IMAN Cosmetics is the official cosmetics partner for “About Last Night” and will launch a new custom-created collection inspired by the film’s theme and characters.
The Luxury Moisturizing Lipstick Collection features five new shades — Hot, Scandalous, Taboo, Flirtatious, and Kinky Pink — that are available at Walgreens and Wal-Mart.
In addition, IMAN Cosmetics is availing exclusive, consumer-targeted, advance film screenings in New York City (in partnership with HelloBeautiful.com on Feb. 3) and Chicago (in partnership with Walgreens on Feb. 12), running print and digital ads in national media outlets, and executing a sweepstakes that includes a chance to win an all-expense paid trip to the film’s red carpet premiere in Los Angeles. Omerge Alliances is leading the marketing campaign.
The U.S. theatrical release of romantic comedy “About Last Night” is Valentine’s Day. The film stars Kevin Hart, Michael Ealy, Regina Hall, Joy Bryant, Christopher McDonald and Paula Patton.
"Utilizing entertainment properties like ‘About Last Night’ is a part of our marketing strategy to engage our consumers organically by offering relevant value beyond our products. This film was a great foray into this space because it celebrates what our fans appreciate: life, dating, and being beautiful. Omerge Alliances presented us with this opportunity to engage our fans with a relevant promotional campaign and we look forward to more entertainment integration opportunities in television, film and music appealing to women with skin of color globally," stated IMAN Cosmetics general manager Desiree Reid.
L’Oréal USA’s professional brand Matrix collaborates with Google Glass
NEW YORK — Matrix, a professional hair care and hair color company that is a subsidiary of L’Oréal USA, is aiming to transform the professional hair styling experience with a new program that features Google Glass.
The "Matrix Class for Glass" initiative is an ongoing program throughout 2014 that features a three-phase rollout, including an exclusive blogger video series, The Matrix Eye for Style Google Glass Salon Chair and a salon professional education platform. Also coming in late spring, the first Professional Google Glass App will house an exclusive library of content that can be downloaded by consumers and professionals.
"This new initiative will completely transform the hair styling experience," said VP, Matrix general manager Paul Schiraldi. "Wearable technology is the next frontier — poised to revolutionize the way we live and work, in the same way that smartphones and tablets have done. We’re extremely excited to be leading the way in professional and consumer hair education with this initiative.”
Blogger Video Series
Using Google Glass technology and expertise from Matrix celebrity stylist, George Papanikolas and Matrix artistic director, Ammon Carver, tutorials will capture styling sessions directly from the eye of the stylist. These videos will offer a new view from behind the chair and power the styling experience. The "Matrix Class for Glass" video series will showcase a cast of bloggers as they explore the latest trends and share their experience. Videos will live on matrix.com, youtube.com and blogger social media channels.
The Matrix Eye for Style Google Glass Salon Chair
Launching later in the year, Papanikolas will introduce the Matrix Eye for Style Chair at The Andy LeCompte Salon in Los Angeles. Consumers can take advantage of exclusive appointments with Papanikolas, who will capture each person’s style and finish service via Google Glass and will subsequently email the video to the client to serve as a personalized at-home tutorial.
"Salon clients and women around the world have long lamented the fact that they’re unable to have their talented hairstylists at their side to recreate their favorite salon hairstyles at home," Papanikolas said. "Now, thanks to the technology of Google Glass and Matrix, the salon experience is forever changed."
Salon Professional Education Platform
Furthermore, "Matrix Glass for Class" will strive to raise the bar in salon professional educational tools. Beginning in April, Matrix will showcase this artist perspective through a series of classes across the country lead by Matrix artistic directors, Nicolas French, Chrystofer Benson and Carver. The experience will be captured online as artists lead tutorials focusing on key salon techniques and styles in cutting, coloring, styling and finishing.
Estée Lauder names Jane Lauder global brand president of Clinique
NEW YORK — The Estée Lauder Cos. has appointed Jane Lauder global brand president of Clinique. Succeeding Lauder will be Stephane de la Faverie, who has been named SVP/global general manager of Origins, Ojon and Darphin. Their new roles will become effective April 1.
Both Lauder and de la Faverie will report to Lynne Greene, group president of Clinique, Origins, Ojon, Aveda and Darphin. As announced in 2012, Greene was promoted to group president as part of an organizational redesign.
In addition to supporting the company’s organizational evolution, this appointment was a natural move for Lauder who earlier in her career was SVP, global marketing for Clinique where she was responsible for the brand’s overall strategic marketing and helped take the brand into new markets. As a result of her success in this role, Lauder later became global brand president, Origins, Ojon and Darphin.
In 2011, de la Faverie joined the Estée Lauder Cos. as SVP, global general manager, Aramis and Designer Fragrances; shortly thereafter Lab Series and GoodSkin Labs were added to his responsibilities. Throughout his tenure in the beauty industry, de la Faverie has worked to build a number of skin care brands. Most recently under his leadership, the men’s skin care brand, Lab Series, launched several major innovations globally.
In November of 2012, William P. Lauder and Fabrizio Freda announced an organizational redesign to drive the company’s future success by further aligning brands, ensuring focus on the greatest opportunities globally and creating growth for talent worldwide. The appointments announced today are a continuation of this organizational evolution.