Clinique takes it in-store with Fashion Media
Marketing 35
For a two week campaign period, global cosmetics brand Clinique dominated 29 Edgars and 24 Red Square stores to promote its ‘free gift with purchase’ promotion. Tasked to attract shoppers to the deal was Unlimited’s Fashion Media division.
In a national advertising campaign, Clinique effectively delivered its communication message to women utilising Fashion Media’s window displays, beepa sleeves, gondola ends and A1 posters.
Consumers would receive a free gift, a cosmetic bag, when purchasing Clinique products through Edgars and Red Square outlets.
“This form of advertising has a direct and measurable impact on sales,” says Sean Reed, CEO of Fashion Media, “case studies have demonstrated a direct correlation between sales and high impact, dominant in store advertising.
Shop front windows will attract passing trade within a shopping mall environment, while the A1 posters and gondola ends will direct consumers to the advertised merchandise. Realistically, this is the closest advertisers will get to influence a purchasing decision in that final moment before the customer decides which brand and product to buy.”
The entire in store advertising campaign was produced, managed and executed by Fashion Media while creative was conceptualised and prepared by CDP Graphics and Gifts.
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