Word: brandings
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...queens to plug Vanishing Cream in 1924, but finding the right girl is harder than one might think. "We are looking for women who communicate sincerity and true beauty, an interior beauty," says Odile Roujol, deputy general manager of Lancôme International. Last year, as the launch of the brand's fragrance Hypnôse approached, the company shopped around for a new face, but none of the candidates seemed right. Then, Lancôme's Paris ad agency organized an interview with Werbowy for key marketing executives. "She came and talked about interior beauty, her charity projects, her love of nature...
...recent years, Lancôme has preferred a bevy of faces to a single girl. Diane Kruger and Elizabeth Jagger star in the brand's advertising campaigns, while Inès Sastre has represented Lancôme for a decade. She replaced Lancôme's most famous ambassador, Isabella Rossellini, whose collaboration with the brand in the '80s and '90s transformed her from a model known as the daughter of Ingrid Bergman and Roberto Rossellini into an international personality. It also cemented Lancôme's position as a global beauty powerhouse with the blockbuster fragrance Tr?...
Werbowy's association with the brand is also predicted to be long lived. "It was clear right from that first meeting that she will be more than just a face. We expect to have a long-term relationship with her," says Roujol. Werbowy aced her first road test, a series of public appearances in Russia. "In Moscow she talked about her Polish past, about the fact that her family left and moved to Canada," says Roujol. "It could have been very awkward, but she was very natural and very sincere...
...what's it like to be a preferred customer at Marc Jacobs? Compared with the feeling at other luxury labels, the Jacobs vibe, like the brand, is low-key. "It's not by appointment or anything," says Rich. "Usually it's a pop-in kind of thing." Rich makes house calls?he has delivered clothes to model Stephanie Seymour in Connecticut and to Julia Roberts when she is in town?but he has never boarded a plane for a client, and his digs are nothing like the vault-like VIP suites at Louis Vuitton. He doesn't shut down...
...parents were really disappointed, but my college was going to be operating and running my own business.†Starting with 150 dollars in his pocket, he said, he weathered several business failures before launching the company that became a multi-billion dollar global brand. “Where there is a will, there is a way,†said Hilfiger. “If there is an obstacle in front of you, find a way to go through it.†Hilfiger added that he had always regarded humanitarian efforts as part of his life-long...