Jane Ad Spend On Product Launches To Double In 2002
This article was originally published in The Rose Sheet
Executive Summary
Estee Lauder will double its ad support behind jane cosmetics in 2002 to support the launch of a slew of teen-targeted products debuting in the spring and fall, President Sandy Cataldo said
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Estee Lauder will double its ad support behind jane cosmetics in 2002 to support the launch of a slew of teen-targeted products debuting in the spring and fall, President Sandy Cataldo said. The firm will continue to focus its resources on print ads in teen-targeted magazines, Cataldo said, noting "we've opted to be much more aggressive to be where teens are." Lauder spent approximately $1.5 mil. on advertising for jane in the first nine months of 2001, according to measured media expenditures tracked by New York City-based CMR. Future ad images will be more "inspirational" than past efforts to help jane better connect with its teen audience, Cataldo said. "We were doing some good product ads but not necessarily attitudinal ads or brand ads," she added. The new shots will focus on the overall brand rather than individual products. For example, ads will more prominently feature jane's signature red daisy logo, the exec said. New products, which will begin shipping in June, will be led by Fabulizer for eyes and lips, which features a "swivel-up" applicator that delivers department store-quality technology to the mass market, Cataldo said. The "twist-up" color offers teens "mistake-proof" application, Cataldo added. Fabulizer ($3.99) will debut in six colors for lips and eyes. Lip products will feature flavors such as blueberry-plum, chocolate-peanut butter and marshmallow-cookie dough. Eye colors include Reverse Ruby, Vanilla Pearl and Suede. Glow Goddess, a shimmer product for face and body, also will feature the swivel-stick form. The item will bow in five shades formulated with a "high level of pearl." Glimmeratzi eye gloss pans formulated with pearl and mica also will debut. Jane is aiming for double-digit sales growth in 2002, but factors such the economy and Kmart's bankruptcy filing could have a negative impact on growth, Cataldo said. Shortly after taking the helm in July, the exec had predicted 10%-15% growth for the year (1 (Also see "Jane Extensions To Fuel 10%-15% Growth In 2002, Lauder Predicts" - HBW Insight, 9 Jul, 2001.), p. 7). |