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Marketing in Brief: Cosmair

This article was originally published in The Rose Sheet

Executive Summary

Cosmair: Print ads for Lancome's Primordiale Visibly Revitalizing Solution will break in October magazines with the tagline: "Younger looking skin than you ever thought possible begins in eight days." Co-op TV spots will break in September in conjunction with the product's launch in Macy's East in New York; Hecht's in Washington, D.C.; Burdines; Filene's; and Dayton Hudson and Dillard's Texas stores. The TV ads will run again in October and November in certain markets accompanied by a g-w-p offer. Formulated with Lancome's patented Nanocapsule, which "contain[s] botanically pure vitamin E," and lipo-hydroxy acid, a beta hydroxy acid that is "milder" and more "skin compatible" than alpha hydroxy acids, Primordiale uses the simultaneous action of the acid and the antioxidant to "insulate skin from premature aging factors so it's free to repair itself," the firm says. The 1 fl. oz. product costs $42.50...
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