sephora.com on Friday revealed its
latest effort in the ongoing high-stakes battle of the online beauty sites,
breaking out the big guns with appearances by models Kate Moss and Carmen
Kass.
The campaign, which will feature print, radio, in-store promotions, banner
ads, and other Internet media, is breaking in the April 3 issue of
People Magazine. It’ll also appear in fashion and style magazines in
May.
The tagline for the effort is “sephora.com — the most beauty online,” and
it’ll start out with six images –three of each model. The ads will include
a “beauty note” in the corner of each spread, giving information about the
brands and products that the models are wearing in the photos.
“This new campaign builds on sephora.com’s leading position as the
authoritative source for beauty on the Internet,” Jim Kenney, president and
chief executive officer of sephora.com.
“Mario Sorrenti’s beautiful close-up face shots of Kate Moss and Carmen
Kass elicit tremendous energy and a wide range of intense emotions, in
simple, modern and exciting images.”
sephora.com, a division of luxury goods company LVMH Moet Hennessy Louis Vuitton, is engaged
in a struggle for dominance with a number of beauty sites, including Beauty.com, ibeauty.com, and reflect.com.
