New York (PRWEB) September 14, 2007
In an increasingly competitive luxury cosmetics market, Borghese is seeking to make a lasting impression on consumers with the launch of the most ambitious brand image advertising campaign in its history. The multi-million dollar effort centers around the new brand tagline - "The Elements of Life," based on Borghese's notion of elements necessary for a healthy, beautiful life - rejuvenation, illumination, restoration, hydration and relaxation. This project marks the first step in creating a complete lifestyle out of the Borghese brand, which will eventually include luxurious items for the home in addition to their well-known line of personal care and beauty products.
The multi-channel campaign including consumer print, collateral, direct mail, online and outdoor, is the first step in a re-branding initiative taking place at the company. The campaign was created by New York's Agency 212.
"The strategic thinking and creative talent at Agency212 has brilliantly interpreted our vision for the Borghese brand," said Borghese CEO, Georgette Mosbacher.
The ad campaign follows research conducted to determine Borghese's positioning in the category and the company's potential for growth and movement within the top tier of brands.
Specifically targeting the luxury demographic through creative execution and media buy, the new campaign seeks to tap into a revitalized brand promise. "Our Elements of Life campaign leverages Borghese's inherent brand promise in a more meaningful way by inviting the reader into a lifestyle reflective of their own, or the one they seek," claimed Georgette Mosbacher.
Headquartered in New York, NY, Borghese is a worldwide leader in premium skincare and cosmetics. Built on a heritage that dates back to the 14th century when people first sought the healing waters of the Tuscan Earth, Borghese was the first to respect the synergy between health and nature, luxury and science. Offering the consumer products that allow them to create their own sanctuary, a place to relax and feel revitalized, Borghese derives inspiration from the lush mountains and aromas of Tuscany for a soothing atmosphere in your own private enclave. It's the beauty of Borghese. With its rich Tuscan heritage attuned to all the pleasures of nature, all the luxury of total pampering.
Agency212 is a dual purpose marketing initiative - at once a boutique holding company, creating critical mass for four branding and advertising agencies, and a flagship general advertising agency with deep roots in luxury, automotive, fashion and consumer products. The Agency212 network of companies includes Agency212, Co-Op (a branding agency), Craft (specializing in home décor), and Hofstetter+Partners (experts at marketing men's fashion and live entertainment).