JOHANNESBURG: TLC – Unlimited's Targeted Lifestyle Communication division has been commissioned by premium fragrance brand Versace, to roll out its latest advertising campaign, promoting the release of new Eau de Parfum, Vanitas.
Targeting women only, during their leisure time, Versace will be utilising TLC's A3 Advertising Frames in the change rooms of premier Edgars stores across South Africa. TLC offers Versace brand domination for the new Eau de Parfum, close to the point of purchase.
Malls housing the flagship Edgars stores include Sandton City, Cresta, Melrose Arch, Eastgate, Clearwater Mall, Fourways Mall, Menlyn, Woodlands Boulevard, The Gateway Theatre of Shopping, Westville, Canal Walk, V&A Waterfront and Tygervalley.
TLC's joint MD Brett Tucker said, "This platform is able to communicate an advertising message directly to women while they are making retail purchase decisions, and offers premier brands like Versace the opportunity to advertise within a leading fashion group like Edgars."
Vanitas can be described as a union of pure elements combining the fragrances of lime, freesia, cedar wood and tonka bean. Versace's face of Vanitas is 16 year old model Lindsey Wixson from Wichita, Kansas.