Holland & Barrett has launched its first beauty-focused cross-media advertising campaign, aiming to emphasise the company’s ethical beauty credentials.
The £360,000 campaign by RKCR/Y&R focuses on Snail Gel, the anti-ageing beauty solution made from ethically-source snail slime which went into stores earlier this year, and features TV and print advertising as well as POS materials.
Designed to attract new younger customers into the natural beauty category, the promotion also features a PR and social media campaign starring ex-Pussycat Doll and I’m a Celebrity … Get Me Out of Here! contestant Ashley Roberts.
“It’s really exciting to launch our first ever campaign which specifically highlights our extensive ethical beauty offering. This is another big step forward for Holland & Barrett since becoming the first high street retailer to completely ban SLS and parabens from all our toiletries in 2009.