Lipgloss Break: Bobbi Brown's Pretty Powerful Campaign

Bobbi Brown's Pretty Powerful Campaign




Bobbi Brown Cosmetics is launching a campaign called Pretty Powerful, celebrating Bobbi's belief that all women possess natural beauty, and with the right tools, are empowered to a higher level of pretty.

As part of the campaign, Bobbi Brown will be launching a video contest: She wants to hear how you go from Pretty to Powerful using Bobbi Brown Cosmetics. Now through February 9th, makeup devotees are invited to share their transformative stories and tips by submitting videos.

From the submissions, 15 finalists willb e chosen and sent a personalized selection of Bobbi Brown csometics and the new Color Strips Collection to create their next Pretty Powerful video submission. in March, the gallery of Pretty Powerful videos will be open for public voting on BobbiBrownCosmetics.com/prettypowerful. For every vote cast in the Pretty Powerful contest, Bobbi Brown will donate $1 to Dress for Success, an organization close to Bobbi's heart that provides underprivileged women with interview suits and career development advice.

Bobbi will hand pick the three grand prize winners, who will be flown to New York for a master class and brunch with Bobbi!


PRESS RELEASE:

In January 2010, Bobbi Brown Cosmetics will launch a spring campaign called Pretty Powerful, featuring photos and videos of “real women,” or “Friends of Bobbi.”

For years, women have been reaching out to Bobbi Brown to provide them with beauty solutions, application tips and product suggestions. All of these women have ultimately inspired Bobbi in her daily life and work. That said, Bobbi finally brought many of these women together—including her friends, and those of her staff—for a 3-day shoot where she transformed women from “Pretty” to “Powerful.”

Pretty Powerful symbolizes Bobbi’s belief that all women possess natural beauty, and with the right tools, are empowered to a higher level of pretty… Pretty Powerful, Pretty Amazing, Pretty Gorgeous, etc. Bobbi Brown Cosmetics has captured their before/after photos, videos and testimonials as the centerpiece content of the campaign.

The content will live on BobbiBrownCosmetics.com/prettypowerful, but will be infused throughout the season to include on counter collateral, in-store light boxes, postcards, and direct mail pieces all featuring “Friends of Bobbi.” Additionally, four Pretty Powerful in-store events with the Bobbi Brown Beauty Team are scheduled at various major department stores.

On the dedicated website, each “Friend of Bobbi” will be featured, accompanied by their profiles, testimonials, video portraits, face chart, application tips and behind the scenes footage of the shoot with Bobbi. Videos and photos will emphasize transformation and link back to the beauty problem the collection/product launch will solve. (i.e. Cautious about Corals? Frightened by Foundation?)

BobbiBrownCosmetics.com/prettypowerful will also serve as an anchor for online PR outreach and activities. The strategy is targeted towards online/viral marketing and will include an online contest that will invite consumers to participate and submit video tutorials of how Bobbi Brown Cosmetics transforms them from Pretty to Pretty Powerful. Consumers will vote on their favorite submissions and help Bobbi choose the final three winners. For every vote, Bobbi Brown Cosmetics will donate $1 to Dress for Success, an organization close to Bobbi’s heart that provides underprivileged women with interview suits and career development advice.


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