The Marketing Standard
Tue, 18 Apr 2017 13:18:24 GMT
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Eclair Naturals' New Line Uses Bare Bodies to Make Bold Brand Statements
MARC USA taps globally renowned artists, fashion photographer Ruven Afanador and make-up artist Joann Gair to create a striking, visual campaign
Éclair Naturals is launching its brand of all natural beauty products through an attention-getting campaign from MARC USA that comes to life via models who serve as the canvas for declaring all the substances you’ll never find in any Éclair’ products.
Written boldly across their bodies in plant-based ink are such lines as “Never any GMO’s. Never any sulfates. Never any loss of luxury, or loss of peace of mind. Never anything you can’t trust.”
MARC USA tapped globally renowned artists – fashion photographer Ruven Afanador and make-up artist/body painter Joann Gair – to create the highly visual campaign which includes print ads in Marie Claire, In-Style, Harper’s Bazaar, Cosmopolitan, Elle and Gluten Free Living.
"Our creative goal was to be totally transparent about Éclair Naturals products – just as the brand has always believed. That made it an easy story to tell. We wanted to create a movement where we dare to bare what matters most to us," explained Dena Mosti, Creative Director at MARC USA.
Other campaign components include video 8 and a broad-based digital and social strategy across channels leveraging beauty and wellness experts as well as partnerships with leading wellness resources such as MindBodyGreen. The social media campaign invites consumers and social influencers to join the “Never Any” movement with postings that reveal their own #NeverAny positions.
“One of the key goals of the NeverAny campaign is educating consumers and taking a stand for complete transparency and disclosure of harmful ingredients that people are putting on their skin,” stated Sharon Aulicino, Éclair Naturals CMO. “Our new marketing campaign gives us a platform to declare what we stand for and wear it on our sleeves – or in this case, on our skin.”
