Credit: Advertising Age (adage.com)
I wear lipstick every day all day long; I love it and feel naked and drab without. So, when I read that Virgin Atlantic was launching its own lipstick, made by bareMinerals (another line I love), I was intrigued enough to write a shortie.
The announcement appeared in Ad Age “Creativity’s Top Five of the Week.” Here’s where I’m confused because the campaign feels more like an excellently creative PR campaign than a creative campaign from the ad department.
Look at all these elements:
- Virgin Atlantic launches a new Upper Class Cabin and the inaugural flight from London to New York will be celebrated with a particular shade of red lipstick.
- On the plane featuring the new elite lounge, female (why did the writers have to say “female”) cabin crew will sport the new “Upper Class Red” color of lipstick that matches their uniforms. The lipstick will contain “a special pearl powder to hydrate the lips of frequent flyers.”
- Passengers on the inaugural flight get a free lipstick.
- The lipstick will be sold on board or in stores that stock bareMinerals (I already know where I’m going to test this color!).
Now, my peers in public relations, does this campaign sound at all like an advertising campaign or should this one be owned by PR? Wait, I already know the answer; we’re integrated now and no one can take all the credit for a decent campaign, right?
But, still…
I do think this is fun. And yet, I must channel Al Ries…why is an airline going into lipstick? And if they’re heck-bent on creating a lipstick for frequent fliers, why not create a separate brand? I can’t help but think this dilutes their brand somewhat. Can they possibly capture market share?
Thanks for making me think, Jayme.
@jennwhinnem I found it fascinating on a number of fronts. Why are they doing lipstick indeed…what about the male passengers who prefer not to wear classy cabin-fever red on a trans-Atlantic flight?
When you think about the pairing of the two brands, as well, you have to also wonder if Virgin America is going to also launch some lipstick colors for those who travel to the desert…sage anyone?
@jennwhinnem I agree with you, Jenn. Why not create a separate brand? What does lipstick have to do with Virgin and flying? I know Virgin appears to have the magic, or is that Midas, touch, but here’s where ego and brand arrogance may get them in trouble.
The saving grace? Co-marketing and branding with bare minerals. That way it becomes a legit make up entree and not just a gimmicky Virgin one-off. It can have staying power and evolve into something bigger. They may just be testing their relationship and their market share on this one.
@EricaAllison @jennwhinnem Didn’t the founder of Virgin also do Virgin Records? I remember the corner store in Chicago on Michigan Avenue — a HUGE, amazing music creation…well, guess where that went? South; that was a dilution of brand, eh?
I think Branson wasn’t sure of his direction back then. But, when you look at his history; he sticks his neck out to see what sticks!
I find it fascinating. It’s a mix of both advertising and PR. It totally has my attention. They did a good job of partnering with a well known brand (love my bare essentials/minerals). Plus as a frequent flyer, I’m very interested in the “special” characteristics (hello moisture) of this lipstick. But, I do have to wonder, like @jennwhinnem , if it’s worth while for the Virgin Atlantic brand to own it. Virgin has so many brands, why not start another one? I would have loved to be a fly on the wall for this one.
@balemar @jennwhinnem I wonder if this could be a Guest Millennial series topic, B? Were there young-uns who thought this one up? What about the men? Why lipstick? Why not a red inflatable pillow for all to enjoy?
Thanks to Jenn for making me think, too…heck, I was just writing about the absurdity of this campaign being in a top 5 creative for advertising when it’s clearly PR…I mean it’s integrated. Heh.
Kudos to Virgin-Atlantic’s marketing department! The lipstick and the all-female Upper Class cabin crew fits perfectly with their marketing and rebranding campaign. When I think of Virgin-Atlantic , I think of beautiful, glamorous airline hostesses (see https://bit.ly/Hr8LHy), thanks to their advertising blitz a couple of years ago. I also think of the color red, for the same reason. This is about branding, and making sure we’re thinking “glamour” when we think of V-A. And even with V-A, flying coach isn’t glamorous. This is about Upper Class!
@New England Multimedia So, you knew its brand already, eh? That’s cool. You had a different reaction than the rest of us and that’s cool, too. This itty-bitty story conjured so many varying perspectives; LOVE THAT!
As a sucker for a great lipstick – I love this idea! And of course it’s from the PR folk…it’s just too creative and sassy to come from anywhere else (insert knowing wink here)…
@ElissaFreeman Love that comment, Elissa!!! Indeed…it’s a sassy campaign from a sassy PR team!!
Who invented lipstick and what purpose does it really serve? I know that is not really the question, but this is how I think.
@TheJackB You’re such a mentsch. #ThatIsAll And, love you to pieces anyway.