It is this
"toning" aspect that Dickinson Brands, East Hampton, Conn., plans to promote in the first marketing campaign in the 140-year-old product's history. The strategy is to redefine its Witch Hazel to Gen Y
teens and women. One of the aims is to make Dickinson's Witch Hazel sexy.
A print campaign themed "Stop Stripping" will run in Fitness, Marie Claire, Seventeen and
Glamour; and banner ads will appear on Web sites, including InStyle, Shape and MySpace. A dedicated Web site, www.Stopstripping.com, is designed to engage interaction, educate and promote the
product line and a new contest. The campaign will coincide with the new packaging rollout in September.
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