Sephora ads revel in retailer's range - Spoilt for choice ... the campaign positions Sephora as a retailer offering a wide choice of cosmetics

TOKYO: Cosmetic and perfume retailer Sephora has invested in an outdoor and print campaign to promote its seven stores in Tokyo. Created by BBH, the campaign features two eye-catching executions to highlight the range of cosmetics available at the retailer, which belongs to the Louis Vuitton Moet-Hennessy (LVMH) empire of luxury brands. In the first execution, a man bares his naked torso which is covered with lipstick marks in a variety of colours, while the second has a woman with eight arms to show off Sephora's wide range of nail polish hues. The images illustrate the tagline "Vive le Choix" - long live choice - and positions Sephora as a retailer that offers consumers a greater choice of perfumes and cosmetics. "Unlike most stores in Tokyo, Sephora allows you to revel in the choice," said Chris Harris, chief executive officer of BBH Asia-Pacific. "Some traditional female consumers feel a bit intimidated by that, but there is this new Japanese woman emerging. She is independent, has a job and wants to exercise her own choice." The outdoor ads will be strategically located near Sephora's seven Tokyo stores, while the print ads will appear in magazines popular with younger Japanese women. Sephora is targeting women between 20 and 28 years. BBH won the account earlier this year without a pitch after Jeff Daggert, president of Sephora Japan, approached the agency. Harris said it was vital for retailers to advertise or they would have to depend solely on traffic walking past their stores. "You need to run advertising to convince consumers that it will be an interesting store for them to visit," Harris said. There was no incumbent on the account which is serviced from BBH's satellite Tokyo office, while creative work is handled by the agency's regional office in Singapore. Sephora is the agency's second Japan-based client after Levi's. Dentsu Tokyo handles Sephora's media buying and planning as part of the LVMH master media contract in Japan.

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