Salon consumers are in for a treat this month as Elizabeth Arden introduces its new Flawless Finish Perfectly Nude Makeup SPF15 foundation range, along with a complimentary Foundation Shade Match Maker service, which is exclusive to Elizabeth Arden.
“In an exciting marketing initiative we are creating a platform for salon consumers to interact with our brand in a way that is fun and engaging. Finding the perfect foundation to match one’s skin tone can be a tricky exercise, which is why we are introducing a campaign that will assist women of all skin tones and ethnicities in finding their perfect match,” remarks Janine Fernandes, Brand Manager Skincare and Colour at Elizabeth Arden Africa.
Five high-end salons have been identified for a public space activation of the lightweight, complexion-illuminating and correcting products that became available in South Africa in mid-March. Patrons at these salons will have the opportunity to find their perfect foundation match. Using world-class technology, the Elizabeth Arden Foundation Reader will be used to help these fortunate women find the Elizabeth Arden foundation that best matches their skin type, shade and preferences. A quick lip and blush touch-up will ensure they are red carpet-ready when they step out of the salon.
Leveraging the brand’s 100 years of skincare and colour cosmetics expertise, the new range boasts a selection of darker shades developed to cater to the skincare and beauty needs of African beauty consumers. The Flawless Finish Perfectly Nude Makeup SPF 15 and Flawless Finish Correcting and Highlighting Perfector range glides on seamlessly for a beautifully radiant ‘second skin’ look that feels as comfortable as your own skin.
Targeting women in the LSM 7-10 bracket who are between the ages of 25 and 40 years, the Foundation Match Maker campaign ran at Devine Illusion in Braamfontein, Image Xpertz in Sandton, Le Looks in Eastgate and Maponya Malls and Salon Sharona in Ballito.
Elizabeth Arden has also chosen Salon Media’s eye-catching mirror decals as part of its wider marketing campaign. “Mirror decals are perfectly positioned to communicate with women while they are focused on their appearance – relaxing in front of a mirror and enjoying the attention of a hairstylist. What better place to promote a beauty product – women are usually in salons for a few hours at a time, which means there is a captive audience that has more than enough time to absorb the message,” says Tucker.
The decal campaign runs in 25 ethnic salons nationwide. Launched at the beginning of March, it runs until the end of April and targets women who are between the ages of 20 and 44, with a household income of over R8 000.
“This campaign demonstrates flawless thinking when it comes to a tailor-made marketing solution,” says Tucker.