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Press Office - Press Releases
MARIE CLAIRE AND CLINIQUE IMPLEMENT AUGMENTED REALITY TO SHOWCASE THE FUTURE OF BEAUTY
September 6, 2010
Leading prestige cosmetics brand Clinique is supporting the launch of NEW Repairwear Laser Focus Wrinkle & UV Damage Corrector with an augmented reality campaign in Marie Claire.
NEW Repairwear Laser Focus Wrinkle & UV Damage Corrector, is a de-ageing serum uniquely formulated to work day and night to reduce the appearance of lines and wrinkles, to repair and help prevent UV damage with results remarkably close to a dermatological laser treatment. Use just three drops of NEW Repairwear Laser Focus Wrinkle & UV Damage Corrector twice a day and in 12 weeks, achieve 63% of the visible wrinkle reducing power of a laser.
To demonstrate the futuristic qualities of Clinique's new skin care product, Marie Claire has created an augmented reality campaign across the magazine and website, with a video showing viewers the 'Future of Beauty'. A special symbol, published in the October issue and featured on www.marieclaire.co.uk, will trigger the video when held in front of a webcam.
The 60 second video, produced and directed exclusively by Marie Claire for Clinique is futuristic in style and as well as conveying key product benefits, gives viewers the chance to receive a free sample of Clinique NEW Repairwear Laser Focus Wrinkle & UV Damage Corrector.
Readers will also be driven to the augmented reality campaign through a Clinique advertorial running in Marie Claire's October beauty special. In addition to Marie Claire's usual beauty coverage, there is a 40-page beauty supplement, Future Beauty.
The bound-in supplement includes the latest product launches and trends, skin care innovations and second skin foundation formulations and has been a hit with beauty clients, increasing the percentage of advertising pages in the October issue by 12% year on year.
Richard Johnstone, Marie Claire publishing director, says: This is a first in the premium beauty market and to develop such a promotion in partnership with Clinique will excite our readers.
IPC Digital's commercial solutions team created the augmented reality campaign for Marie Claire and Clinique. The deal was brokered by Nicola Ponting, digital account director in IPC Digital, and Chris Herbert at M2M.
Marie Claire's October issue is on sale now.
-ENDS-
Marie Claire
Marie Claire is a compelling media destination that combines provocative features and outstanding fashion to inspire women who want to think smart and look amazing. It is a worldwide icon with editions in 36 countries and is published in the UK in partnership with French publishing company Groupe Marie Claire. The UK edition, published by IPC Southbank, was launched in 1988 and has a circulation of 280,021 (January to June 2010).
In addition, marieclaire.co.uk has fast become the established daily news, fashion beauty and celebrity destination for the modern, thinking woman. The site generates 7.5 million page impressions and 700,000 unique users (source Omniture February 2010)
IPC Digital is the division of IPC Media responsible for the web technology behind many of IPC's iconic brands. Reaching nearly 20 million consumers each month, IPC's fast-growing websites and innovative digital campaigns are an important part of IPC's cross-platform offering for some of the UK's leading advertisers. IPC's websites aim to inform, entertain and inspire consumers across a wide variety of subjects, whatever their individual interest or passion.
IPC Media's top websites include www.goodtoknow.co.uk, www.marieclaire.co.uk, www.housetohome.co.uk, www.trustedreviews.com, www.nme.com, www.nuts.co.uk, www.mousebreaker.com, www.ybw.com, www.whatsontv.co.uk, www.wallpaper.com, www.instyle.co.uk, www.womanandhome.com, www.nowmagazine.co.uk, www.horseandhound.co.uk, www.cyclingweekly.co.uk, www.look.co.uk, www.countrylife.co.ukhttp://www.countrylife.co.uk" \o "http://www.countrylife.co.uk/, www.decanter.com, www.whatdigitalcamera.co.uk and www.loaded.co.uk
About Clinique
Introduced in 1968, Clinique was the first ever dermatologist-created, prestige cosmetic brand. Today, Clinique's mission remains what it was from the beginning: to provide the highest quality and most effective collection of products to enhance every skin type and tone. The brand's customised approach and quality products all meticulously tested and carefully formulated with the latest science have made Clinique one of the leading skin care authorities in the world. All makeup and skin care products are allergy-tested and 100% fragrance free. Clinique offers products for men and women of all ages and ethnicities. Clinique is sold in more than 135 countries and territories, and over 17,000 sales locations.
For further information about Marie Claire, contact Victoria Higham, IPC Media senior press officer
Tel: 020 3148 5401 or email victoria_higham@ipcmedia.com
For high-resolution images go to www.ipcmedia.com/imagebank
For further information on Clinique, please contact
Clinique Communications on 0870 034 6951
www.cliniquepressoffice.co.uk
IPC Media Limited. Registered Office: Blue Fin Building, 110 Southwark Street, London SE1 0SU. Registered in England and Wales no. 00053626.