This Marc Jacobs Beauty Campaign Takes Cues from Auntie Mame
Laura McQuarrie — January 16, 2018 — Marketing
References: marcjacobsbeauty & hellogiggles
The new Marc Jacobs Beauty campaign starring Kaia Gerber revive old-school glamor and specifically, Rosalind Russell in Auntie Mame.
The campaign features the Marc Jacobs Velvet Noir Major Volume Mascara, which is not a new product, but it is being presented in a new way to consumers. The images from the campaign were taken backstage at the Marc Jacobs fashion show at the last New York Fashion Week.
Some of the looks sported by Gerber include turbans with sweatshirts, as well as with elegantly sequinned dresses with black gloves. However, the glamorous old-school fashion is not to be outdone by the mascara itself, which has become a fan-favorite for its ultra-black pigment, smudge-proof formula and ability to instantly add volume to lashes.
The campaign features the Marc Jacobs Velvet Noir Major Volume Mascara, which is not a new product, but it is being presented in a new way to consumers. The images from the campaign were taken backstage at the Marc Jacobs fashion show at the last New York Fashion Week.
Some of the looks sported by Gerber include turbans with sweatshirts, as well as with elegantly sequinned dresses with black gloves. However, the glamorous old-school fashion is not to be outdone by the mascara itself, which has become a fan-favorite for its ultra-black pigment, smudge-proof formula and ability to instantly add volume to lashes.
Trend Themes
1. Old-school Glamor - Revival of old-school glamor in cosmetics campaigns presents disruption opportunities in brand storytelling and product positioning.
2. Backstage Imagery - Exploring behind-the-scenes imagery and fashion shows as components of cosmetics campaigns offers an opportunity for brands to personalize their campaigns to customers.
3. Reintroduction of Existing Products - Innovative reintroduction of existing products in new or unconventional ways can breathe new life into brand offerings and delight customers.
Industry Implications
1. Beauty - Beauty industry can embrace old-school glamor and runway imagery to create memorable campaigns and keep customers engaged with their products.
2. Fashion - Fashion and beauty industry can collaborate to create personalized campaigns for customers reflecting latest apparel and cosmetics trends.
3. Marketing - Marketing industry can learn from cosmetics industry's creativity and innovation in reviving old products using new marketing and advertising techniques.
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