Helena Rubinstein celebrates her 110th year of existence, an opportunity for Womenology to look back at the path of a woman who is anything but normal.
Helena Rubinstein: businesswoman
Born in a Krakow ghetto, Helena Rubinstein, whose real name is Chaja Rubinstein, is the eldest in a family of eight children. Very quickly, she left her family and moved to Melbourne. It is there that she would create her first cosmetic item; a restorative ointment called “Valaze.” In 1902, she opened her first beauty salon and sold her own products. Then she set out to conquer the world: London, Paris, New York, Chicago … Helena never stopped.
A new jewel dedicated to women: the Twingo Mauboussin.
Mauboussin has once again broken the codes of the jewellery world by partnering up with the world famous car manufacturer.
On Valentine’s Day 2012, Renault released a special edition of their essential Twingo. The initiative is part of a new marketing approach that targets women by using co-branding. It should be noted that this special series Twingo is not the first for women. Indeed, in November 2010, Renault released the limited edition Miss Sixty.
On February the 14th, 2012, Guerlain launched a web series for its Imperial Orchid range. On the 2nd of March 2012, they unveiled the campaign ‘La petite Robe Noire’ and signed a new explosive marketing campaign.
In 2009, the first edition of the perfume La petite Robe Noire was brought onto the commercial market. During that period the new fragrance was only available in the Guerlain boutiques in Paris. Elsewhere it was very difficult to obtain the elixir with sweet notes of lemon and vanilla or even rose and violet. In 2012, Thierry Wasser added to the aroma with black cherry and bergamot on the head notes, heart notes of Black Rose and base notes of smoked tea and patchouli. ‘La petite Robe Noire’, is a sensual, delicate and ultra feminine perfume and has been available since March 5, 2012. At the time, Guerlain shook codes with the launch of a massive multimedia campaign.
With its advertising campaign “family is sacred”, Eram counts on irony to twist advertising clichés about the family unit.
By showing families with gay parents or a “cougar” mother in a relationship with a younger man, the brand has distinguished itself.
It has been an original and provocative initiative which has disturbed the most conservative people in France.
A campaign which reflects social mutations
“As my two mums say, family is sacred,” announces a mixed-race little girl surrounded by two women with clear skin. “As my mum and her boyfriend, who could be my older brother say, family is sacred,” claims another little girl who is fair-haired. With stepfamilies, lesbian couples, “cougar” mums in relationships with younger men, or adopted children, identities are multiplying. The figure of the mother may be heterosexual or homosexual, family can be “reconstituted”, but the spirit of family remains. This idea surprises and calls out to people in an advertising world which doesn’t always echo social changes. But more than merely being surprising, this ad provokes. It plays on the wavelengths between the expression “family is sacred”, which refers to traditional and religious values, and images reflecting the new family structures. Especially by making the kids be the ones talking, Eram insists on the fact that their lives are not destabilised by these social mutations.
Roxy, the sportswear line for women, introduced by the Quiksilver brand, has always been a pioneer in women’s sports by designing clothing that’s both practical and feminine. But Roxy is also intent on promoting female sport by organising events. The latest one? An international surf contest… for women only.
From the 11th to the 17th of July 2011, the Roxy Pro surf contest took place in Biarritz, in partnership with Orange.
Gathering together the best female surfers on the planet, including reigning world champion Stephanie Gilmore, the event created a sensation on surfing websites… all the more so as the contest was broadcast live on the brand’s website. Novices were also catered for, as Roxy organised introductory surf lessons and sports demonstrations alongside the main contest. A nice way of showing that board sports aren’t reserved for men…
A recent aufeminin.com survey revealed that a pair of Louboutins are one of the 5 fashion items women dream of owning. The iconic red soles seem to hold a special spot for women, just as much, or more so, than men…
“The man with the red soles” has never stopped breaking pre-established codes. It was his impertinence that launched his career in fact: having seen a sign at the entrance to a museum that banned stiletto heels in order to preserve the wooden floor, he decided to set about creating such sensual shoes. Aged 16 and armed with his sketches, he knocked on the door of music halls, but without success. Instead of giving up, he decided to get some training at the professionals: Chanel, Yves Saint-Laurent then Roger Vivier… before finally launching his own brand in 1992.
Doctors often warn against the images of beauty that are represented in magazines, which lead young girls and women to want to change their appearance at any cost in order to correspond to beauty “standards”. It’s against this unhealthy trend that the planet’s main brands are rising up by putting content online that defends the idea that each woman can be beautiful in her own way.
Leading the way is Chanel that has put a video on its Chanel Make Up Confidential site entitled “Fiction or reality? The timeless face of beauty“. In this video, we see a young woman adopting 5 very different looks successively… and encouraging viewers to also play with their palette to reinvent themselves as much as they want. This cheerful video reminds women that they can also change their style at the whim of their desires and mood, that they can try new combinations of colours, and beautify themselves every day without always being exactly the same.
Nestlé brings together two of its most successful marketing campaigns and addresses mums: after baby formula milk and coffee capsules, a bottle-feeding kit has now been launched in the Swiss and Liechtenstein markets. While mum and dad make a cup of coffee (or even tea, with the Special-T machine), their baby can also be drawn in by the sounds of the food giant through its BabyNes bottle.
According to Nestlé’s marketing team, it appears that there’s no set age for becoming addicted to a marketing concept: “When she hears the sound of the machine, she knows that the bottle’s ready. She associates the sound of the machine with the bottle.” (testimony from Aïcha, head of the Finance department at Nestlé and mother to an 8-month-old girl). Nestlé therefore wins over all the family.
In its Australian store in Homebush Bay, the famous Swedish chain has decided to create a “Mänland” for 4 days in September 2011, in other words a space dedicated to men who can wait in comfort while their parnters browse through the store. It’s an amusing idea that rightly takes into account gender differences when it comes to purchasing behaviour.
Source : INfluencia.
Having noticed that men often moan about accompanying their partners on lengthy shopping trips, the IKEA furniture brand has set up a space dedicated to men at the entrance of the store. On offer are free video consoles, pinball machines, hot dogs and alcoholic drinks, as well as TVs tuned into sports channels, placed in front of soft IKEA sofas. In short, everything has been done so that the men aren’t clock-watching while the women are pacing up and down the aisles. And when she’s finished? It’s simple: the store issues a buzzer to both partners so they can mutually let each other know when it’s time to meet at the checkout!
Women are into sport (see article here) and Puma is well aware of it. That is why the giant German sportswear brand decided, in November 2010, to launch a new range of shoes for women, BodyTrain, that combine elegance with muscle training.
“Walk sexy. Walk light. Walk tight.” This is Puma’s slogan for its new exclusively female line BodyTrain, which look good and are slimming at the same time.