From contact lenses that “enlargen” eyes to gadgets improving muscle tone, more brands see themselves as beauty enhancers.
From contact lenses that make Asian eyes seem bigger to gadgets that enhance muscle tone, the beauty category is rapidly expanding due to technological advances and the rise of the metro-sexual.
Technology-met-influencers-met-editors for the 2010 refresh of Slendertone, a series of devices to firm muscles in men and women. The MSLGROUP UK beauty team placed the brand front and centre in the "techno beauty" category via strategic partnerships with Clarisonic, Harrods and industry organization Cosmetic Executive Women.
Our Singapore beauty-zens recently created a multimedia campaign (Facebook, media and blogger outreach, events, strategic partnerships) for Ciba Vision's Freshlook Illuminate contact lenses. At an event with Korean skincare brand Laneige, women received make-up tricks to create their "wide-eyes ingénue" look.
For the man*age*ment campaign for IMEDEEN, an anti-aging vitamin for men, we worked with key influencers to educate men on slowing down the aging process. For iconic brand Max Factor, we increased print coverage by a beautiful 79%.