Armani has launched an online advertising campaign on Vogue.com to
promote its summer range of bronzing cosmetics.
The banner and pop-up ads, which appear within the beauty channel of
Vogue.com, link to a microsite about the products and include
interactive zoom-in and zoom-out features to allow users to get a close
look at the products on a model's face.
"The campaign is visually stunning and enables the user to interact with
the brand," said Helen Bishoprick, advertising manager at CondeNast
Online.
From the microsite, users are encouraged to visit Armani's cosmetics
site (www.giorgioarmani-cosmetics.com).
"This is the third online campaign Armani Cosmetics has done. It follows
up from a launch campaign last autumn and a Valentine's promotion on
Vogue.com and FHM.co.uk for its His and Hers perfume range," said Maryam
Bazargan, partner at Interactive@ Optimedia, which handles interactive
ad campaigns for L'Oreal's luxury and professional cosmetics brands.
These include Armani and Lancome.
Interactive@Optimedia is also about to launch a viral email campaign for
Lancome's cleansers. This will be accompanied by an advertorial on IPC's
women's portal BeMe.com, and ads in BeMe's email newsletter.
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