Media Choice - May08

Being beautiful is every women's obsession. This translates into the relentless pursuit for the perfect beauty product to achieve the desired standard of beauty. Consumers are actively searching for information in credible and established sources. They are now more informed and discerning with their beauty purchases and pure marketing talk will no longer move mountains. They want to hear from an independent authority, thus, Beauty Black Book was one of our prime picks when it came to selecting advertising mediums for our White Glove Skincare marketing campaign.

Our marketing campaign spanned across print, internet and outdoor. With print media, we choose Beauty Black Book as it is a niche publication and an up-and-coming authority on beauty. Its readers are well-informed - the contemporary woman - who is actively searching for updates on the latest trends in the beauty scene and what actually works. Thus the Beauty Black Book offered the perfect platform in creating an impression on this group of consumers.

Besides sharing the same target market, it also provided a mix of marketing and promotional opportunities to reinforce branding and brand recall - product sampling, event partnerships and sponsorships, etc.

Celine Chambat, regional marketing manager, Elizabeth Arden APAC