With the brand’s 3rd generation CEO Pippa Hallas, Ella Bache launched a new look campaign this month that shifts the brand’s focus to younger, suddenly 30 customers.
The hero message of the campaign “skin solutions as individual as you are” will be splashed across 165 salons nation-wide. Ella Bache chose to communicate this message through a strategic print and online advertising campaign featuring nude models in black and white.
“I want to continue to deliver innovation and increasingly effective products,” said Pippa Hallas, 3rd generation CEO.
“We will stay true to effective skincare formulas that Bache is famous for, but bring them to a contemporary client, with new products, increasing effective formulas, engaging salon treatments and we felt it was time for a sensual yet sophisticated marketing campaign,” she said.
For this campaign, Ella Bache worked with fashion photographer Jez Smith to create the skincare brand’s most controversial campaign to date. The models include Australia’s Next Top Model’s Amanda Ware, Kelsey Martinovich and models Annabel Barber, Amelia Zadro and Pixie Levinson.
The 5 Australian girls are the first to front a French beauty brand.
“Never before had an international beauty brand, particularly a French one, looked to Australia for direction and innovation,” Pippa said. “Australia remains Ella Bache’s biggest market in the global beauty arena, and it continues to grow.”
By giving the skincare brand a new fresh look, Pippa is hoping to attract more attention and give the brand a younger feel.
For more information visit www.ellabache.com.au