CHANGING THE FACE OF BEAUTY

 

Lippe Taylor revolutionized the beauty category with the launch of a totally new philosophy on anti-aging: The Perricone Promise by Dr. Nicholas Perricone, a Yale dermatologist, who had authored an anti-aging book to promote his skin care regimen. LT "turned the man into the brand" by conducting a series of educational media seminars. We aggressively promoted his speaking engagements and key retailer promotions, as well as the launch of the flagship store. Dr. Perricone has appeared in an award-winning PBS special, as well as national and local broadcast segments including Oprah, The Today show, the View, Good Day New York and feature stories in Vogue, Harper’s Bazaar, W, Town & Country and People, among countless others.

 

GENERATING HAIR RAISING RESULTS

 

Aussie, the smallest brand of P&G’s top four haircare brands, needed to jump out from the shadows of Pantene, Head & Shoulders and Herbal Essences. LT developed a unique and innovative beauty editor incentives program to excite the media about Aussie and engage with them on a monthly basis. The results yielded not only an increase in media coverage by 50% garnering the highest number of impressions the Aussie brand has ever achieved, but also the most beauty awards in its history including Redbook MVP Beauty Award and Cosmopolitan Best of Beauty Awards. In addition, Aussie's media placements garnered the highest Quality Score for media coverage among P&G brands and competitive brands within in P&G's media measuring system, Cision.

 

CHANGING A BRAND EQUITY FROM WHOLESOME TO HOLISTIC

 

LT helped transform Bath & Body Works' "fresh from the Heartland" image to "21st Century Apothecary and leader in holistic beauty brands" to attract a broader, more diversified consumer base and thus increase sales. Focusing on "good-for-you" products and emphasizing "innovation from nature," LT helped change perceptions while educating and motivating consumers to purchase. The effort achieved more than one billion media impressions every year for six years, and included top placements like: Today, GMA, Live with Regis & Kelly, USA Today, Allure, Elle, InStyle, O - The Oprah Magazine, Real Simple and W. Additional local market activities, such as the BBW local market "Wellness Summits" helped drive stores' overall sales.