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FRANCE

OBJECTIVE

RESPONSE

# To reinforce the strength of Lancôme make-up artistry with the work of Aaron de Mey through his first collection for Lancôme, Pink Irreverence

# To surprise and provoke with an innovative format and content

# To create a strong colour statement and attract a young and trendy target audience

ELLE France offered a strong bi-media plan through:

# An emerging & arty brand campaign

# An online competition

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A BI-MEDIA CAMPAIGN

PRINT WEB

# 8 page butterfly gatefold

# Dedicated online space# Premium and special online formats

#EMERGING AND ARTY BRAND CAMPAIGN

8 PAGE BUTTERFLY GATEFOLD

Introducing Aaron de Mey through his scrap book page and presenting the creations that led him to Lancôme’s Pink Irreverence make-up collection.

#EMERGING AND ARTY BRAND CAMPAIGN

DEDICATED CO-BRANDED MINI SITE PREMIUM AND SPECIAL ONLINE FORMATS

Presentation of the Pink Irreverence collection, Aaron de Mey’s universe and his make-up tips, and the competition, in a very arty approach created by the Pink Irreverence make-up artists

AWARDED “SITE OF THE DAY” BY THEFWA.COM.

To increase the mini site exposure

Homepage takeover, prehome interstitial

Transparent flash ad

#ONLINE COMPETITION

To reinforce the proximity with Lancôme’s target, users had to design an original creation from the colours of the Pink Irreverence collection to win a Pink Irreverence product.

ON THE DEDICATED CO-BRANDED MINI SITE

FOR MORE INFORMATION

PLEASE CONTACT:

The Integrated Solutions Department+33 1 41 34 87 39