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IN THE MEDIA


Pressing news Styles, stories and snippits from the nation’s media...


YARDLEY LAUNCHES FIRST AD CAMPAIGN


FOR 20 YEARS Yardley London is preparing to launch a £1million advertising campaign, its first for almost 20 years. The campaign marks the next step in the brand’s bid to distinguish its rich heritage and expand on and re-engage its loyal, existing customer base. The new advertising, created by Big Al’s Creative Emporium, targets a 35+ female audience and features a brunette and a blonde model in iconic poses wearing dresses made of flowers. The campaign is inspired by Yardley London’s floral brand essence, and its fashion heritage. Quentin Higham, Yardley London managing director, says he was excited at


the prospect of a new era for the brand in terms of re-establishing itself in the minds and thoughts of a younger woman: “The advertising is the first we have done since we brought the brand, and is targeted at a much younger customer,” he says.


BEAUTY FROM THE INSIDE OUT A radiant glow, positive outlook, compassionate nature, love of life, self


confidence and contentment were among the answers posted on Imedeen’s 20th anniversary website in response to its question – what does beauty from within mean to women around the world? The brand celebrated its 20th anniversary last year and launched a campaign to discover what inner beauty really meant to its fans. Women from across the world were invited to post their thoughts on Imedeen’s 20th anniversary website, www.imedeen20.com. The answers proved to the brand that although opinions on physical beauty may differ, inner beauty is universally appreciated and understood - something that rung true to its belief that skin should be nourished from the inside out. Over half of the messages cited Imedeen as one of the secrets to beauty from within: “The best part of using Imedeen is the absolute freedom and confidence you get when asked your age. You don’t have to hide it,” said Georgina from Singapore. To view more of the messages, or to add your own thoughts, visit www.imedeen20.com.


This summer is all about the nude lip, so we love that Glamour (March 2012) is preparing us with this guide to barely-there lippes that are ‘sexy without screaming’. The Glamour beauty gurus highlighted five lipsticks to achieve different variations of the look. Our faves are Estée Lauder Pure Color Long Lasting in Vanilla Truffle, rsp £18.50 (it even sounds delicious!), for a velvety look, and M.A.C Beware! Lipstick in Innocence, rsp £13.50, for a pinky sheen.


Marie Claire (March 2012) highlighted the smudged, sexy under eye colour as a trend to look out for this spring. The beauty team recommends Dolce & Gabbana The Charm Pencil in Black, rsp £18.50, as THE pencil to achieve the ‘rock and kohl’ look that will see liquid flicks taking a back seat for S/S12.


60 Pure Beauty March 2012 www.purebeauty.co.uk


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