• September 17, 2007

Luxury cosmetic maker Borghese is debuting a new brand tagline, "The Elements of Life," in a multi-channel campaign.

The tag is based on the company's notion of the elements necessary for a healthy, beautiful life--rejuvenation, illumination, restoration, hydration and relaxation. This project marks the first step in creating a complete lifestyle out of the Borghese brand, which will eventually include items for the home in addition to the line of personal care and beauty products.

The multimillion-dollar campaign, created by New York's Agency 212, is "the most ambitious brand image advertising campaign in its history," according to the company. It includes consumer print, collateral, direct mail, online and outdoor.

--Tanya Irwin