New agency Grip designed six print executions, each showing an Averine product (from lipstick or foundation) and a message that urges the target market to pamper the skin with intelligent ingredients. Rosalind Lim, general manager of Ina Gail, the distributor of Averine in Singapore, said: "Averine speaks of intelligent ingredients and advance formulations that appeal to today's modern women who make decisions based on results and performance of products, rather than fancy packaging."
The ads will appear in magazines such as Female, Cleo and Nu You in July and August, followed by other women's magazines until year-end. Averine has been in Singapore for three years, but does not have a high profile as it is only available in select skin-care centres. Much of its previous activity has been below-the-line.
"There has definitely been an increase in our A&P budget this year compared to last year, in line with the growth of our brand. This explains why we will be going into more magazines this year," Lim added.