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

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