An article in CNN Money breaks big news - cosmetics maker Coty Inc. is launching the commercial for its new fragrance "Lovely" with actress Sarah Jessica Parker online, not on TV. Coty's Lancaster Group division ran the commercial on Vogue magazine's Internet site Style.com this week, hoping to attract the site's fashion and celebrity-obsessed readers well before airing the same ad for a broader market on television during the winter holiday season.
"It speaks to how far we've come as a medium that it's important enough to run it first on the Internet," said Elizabeth Stafford, head of marketing for CondeNet, the online division of publisher Conde Nast which runs Style.com. Stafford also said several luxury goods marketers were planning online campaigns ahead of the September fashion shows.
The "Lovely" campaign also gives insight into