In-store promotion supports Lancome's 'For You' campaign

"The main thrust of the campaign was to promote Lancome's Gift with Purchase offering on our Activation Pad platform, which is a dedicated area within the store," said Fashion Media CEO Sean Reed. "To maximise awareness of the activation we had top make-up artists offering clients free product trials and advice. We believe that by including a hands-on experience element such as this, the advertiser maximises advertising return on investment."

To increase the reach, the two-week promotion also made use of promotional hot spots within 20 of Edgars' national stores and was supplemented with window displays and sensomatic sleeve branding.

Innovative, eye-catching and unique

"The Lancome 'For You' campaign was innovative, eye-catching and unique. The dark, rich colours that were used exuded love - love for Lancome's products and love for oneself," he said. 'My Lancome' celebrates a world of beauty and happiness; to love the women in you."

Reed concluded by stating: "We are confident that this campaign communicated the brand's message effectively and created consistency throughout."

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