Marketing in Brief: Zotos International's Bain de Terre
This article was originally published in The Rose Sheet
Executive Summary
Zotos International's Bain de Terre: Brand "rebirth" includes revamped packaging, an updated logo and an ad campaign breaking in the May issue of Glamour and running through the end of the year, Zotos parent Shiseido said. Shipping in April, the salon line will be streamlined as the company develops standard 16.9 oz. bottles rather than various-sized products. New translucent slope-shouldered bottles will showcase the tinted products housed inside, and the "Bain de Terre" logo printed in green instead of white. Print spots will show a collage of natural images and women and carry the headline "Trust the Earth." The company is also developing video news segments that will run on shows including Ivana Trump's "Elegance" around Mother's Day...