The herbal products marketer plans to double overall ad spending this year, and back a new entry with an aggressive marketing push.
Aveda Corp. will introduce Rosemary Mint shampoo next month, its first new product since Estee Lauder bought the company last year. The advertising is from Lloyd & Co., New York.
The effort completely overhauls the look of Aveda's advertising and, for the first time, involves product sampling.
Spending on the shampoo's debut will be triple that of previous launches, said Bob Salem, senior VP-global marketing and communications. He didn't reveal the budget, but Aveda spent approximately $1 million on its last significant launch, for the Pure-Fume Brilliant styling line in 1991.
CORPORATE BUDGET DOUBLED
The company also plans to double its corporate marketing budget, and is working on another product introduction, Mr. Salem said.
According to figures from Competitive Media Reporting, Aveda spent $3.7 million in measured media during 1998.
"I'm a big believer in advertising," said Mr. Salem, who joined the marketer from Cosmair in October.
The campaign is part of an effort to increase Aveda's profile among consumers, he said. The 21-year-old company -- one of the earliest marketers to distribute toiletries with organic herbal ingredients -- has a strong cult following, but Lauder wants to increase awareness in the public at large, said Mr. Salem.
'A WAKE-UP CALL'
The recent success of mass-market herbal brands such as Clairol's relaunched Herbal Essences is "a wake-up call," Mr. Salem said. Besides protecting its longtime turf, Aveda wants to exploit the public's desire for aroma therapy and herbal products, he added.
"Estee Lauder wants Aveda to be more Aveda than Aveda has been before," the executive said.
To that end, Aveda decided to add a companion to its oldest and best-selling product, Rosemary Mint conditioner.
Under Aveda's first tagline -- "Awake. Aware. Aveda." -- the print ads feature shots of rosemary and mint leaves, of course, and a model. It's a more focused execution than previous ads, said Alfredo Castro, art director at Lloyd & Co.
Aveda's campaigns usually featured no model and longer copy touting the product's benefits.
The first ad to break, in the June 21 issue of People, will include a reader-response card promoting an offer of a free sample bottle of the new shampoo, and direct consumers to Aveda salons and stores.
The ads will appear later in women's fashion magazines, including Cosmopolitan,