Sephora.com
This article was originally published in The Rose Sheet
Executive Summary
Second wave of beauty site's $25 mil. ad campaign features models Kate Moss and Carmen Kass in close-up, "eye-catching" spreads break in the April 3 issue of People and May beauty and fashion books. Tagged "sephora.com - the most beauty online," the ads were developed solely for the Web site and have a "strong beauty focus," the San Francisco company says (1"The Rose Sheet" Feb. 21, In Brief). Shot by Mario Sorrenti, the ads incorporate a "beauty note" in the corner of each image, providing brand and product information on the makeup worn by the models. The campaign also will include radio spots, in-store promotions, banner ads and other Internet media, the firm says