“As an in-store promotion, our priorities for advertisers is to firstly announce the availability of the product, and secondly to drive consumers to purchase,” says Fashion Media’s CEO Sean Reed.
“The delicate balance of engaging with consumers in store and enlisting their senses through sight, sound and smell should prevail over a ‘push’ strategy that, we believe, doesn’t endear consumers to a brand,” he adds.
The national campaign tagline, ‘Give your Skin the Drink it needs’ was emphasised through tasteful product branding on window displays, sensomatic sleeves, and premium posters in Edgars stores. The campaign also ran on window displays in Red Square outlets.
“The other major advantage for advertisers in our represented retail spaces is that the brand has exclusivity over the store, maximising brand awareness,” says Reed. “In Clinique’s 3 Step campaign, the addition of pleasing visual branding on the window displays, drew customers inside and interest was kept high with recurrent branding elements in-store.”
The three step creative consisted of pale yellow pastel tones with a white backdrop with the products accentuated in the middle of the display. In Edgars stores, a vinyl wave washed over the bottom of the window display highlighting Clinique’s fresh and clean skin-care system. In Red Square, the window was outlined with a yellow border which symbolised the new three step moisturiser.
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