01.25.10
Clever Collaborations
Brands are thinking creatively and reaping the rewards of some high-flying partnerships.
United Airlines includes several Murad products in its flight kits. |
By Jamie Matusow, Editor
A few months ago, I wrote about OPI’s forward-thinking partnership with Dell Computers, in which consumers were challenged to “match your nails to your emails.” Dell offered a number of laptop models in more than 20 OPI shades.
In a subsequent deal with Sephora, an exclusive line of more than 50 OPI shades resonated with consumers shopping at the successful mall retailer.
This month, in conjunction with the eagerly anticipated release of Disney’s “Alice in Wonderland,” a remake of the classic Lewis Carroll fable, OPI steps ahead of the film’s release with the introduction of four limited-edition “fantastical” shades for nails ($8.50 each): Absolutely Alice (blue glitter), Thanks So Muchness! (red shimmer), Off with Her Red! (hot red) and Mad as a Hatter (black-multi glitter). The spectacular colors capture additional attention thanks to an eye-catching movie-themed counter display.
“OPI is thrilled about tying in with “Alice in Wonderland,” says Suzi Weiss-Fischmann, OPI executive VP and artistic director.“This is a movie everyone will be talking about—and our magical colors were inspired by its brilliant on-screen imagery.”
The live-action, 3D movie opens on March 5, and features director Tim Burton’s signature creativity and colorful imagination; an all-star film cast includes Johnny Depp as the Mad Hatter.
Just Say ‘I Do’
Philosophy has successfully teamed with another media outlet: The Knot, the leading online wedding resource. Wedding planning retains consumer interest in any economy, and above all else, brides always want to look beautiful. To the rescue: Philosophy’s “Tying the Knot” collection, a multiplatform, integrated marketing campaign surrounding the launch of Philosophy’s first co-branded product made exclusively for The Knot.
OPI’s Absolutely Alice is one of four “fantastical” shades for nails, highlighting the “Alice in Wonderland” premiere. |
To draw additional attention to the product launch, The Knot and Philosophy created the “Wedding Day Hope” Sweepstakes (www.theknot.com/hope), which invites brides to share their hopes and dreams for their big day. These personal messages are posted anonymously on the site’s user-generated bulletin board for all to see. Brides who share their hopes are automatically entered to win the grand prize of a luxury honeymoon worth over $10,000. Other prizes include a wedding day makeover for one lucky bride and her bridesmaids courtesy of Philosophy beauty expert and makeup artist John Trau as well as Tying The Knot gift box sets.
Taking to the Skies
Clinical skin care brand Murad chose to take to the skies—and airport lounges—via a partnership with United Airlines to distribute the firm’s skin care products in the carrier’s in-flight and arrival amenity kits. As part of the program, which started in December, customers seated in United Business on trans-Atlantic and trans-Pacific flights, as well as those to and from Brazil and Argentina, will receive kits containing Murad Skin Perfecting Lotion, while customers seated in United First will also receive Soothing Skin and Lip Care and Pomegranate Body Lotion.
The arrival kits, distributed in United First International Lounges and Arrival Suites, will include Murad Skin Perfecting Lotion, Cleansing Shave, Refreshing Cleanser, Energizing Shampoo, Pomegranate Body Lotion and Moisturizing Body Wash.
“With the inclusion of Murad skin care products in our in-flight and arrival amenity kits, we are delighted to offer our premium customers products that enable them to refresh and recharge,” says Tim Simonds, managing director of marketing and customer experience. He says specific products were chosen for their ability to help skin stay hydrated and look its healthiest.
Coupons are enclosed to encourage passengers to purchase full-size products, and the kits are attractive enough to hang onto long after your flight has landed.
