In the last few years, the American middle-class has virtually disappeared. As middle-income consumers get pushed to the bottom of the hourglass, the only brands succeeding are those that target low-end or high-end consumers. Whether it’s at the dollar discount stores or Saks Fifth Avenue, these are the only 2 groups spending money.As a result, luxury brands in the last few years have shifted focus away from a mass-market audience, towards reaching the high-end 1% of consumers at the top of the pyramid. This demographic is much more cautious when it comes to buying: 87% of luxury consumers will only buy brands they consider authentic, and 81% will only buy brands they consider relevant. If ever there was a wake-up call to brands that rest on the laurels of traditional advertising, this is it. In order for brands to connect with this ultra-affluent and influential group in today’s economy, they must take a more unique, artistic and emotional approach to advertising As W and P&G Prestige demonstrated with their Ever Changing Face of Beauty program, bringing a brand to life through storytelling, compelling imagery, and film is a unique way for brands to connect with consumers on a more meaningful level, and a new and increasingly critical path to their success.

W Magazine and P&G Prestige collaborated on a fully integrated, cross-platform program that reached nearly 800m people. Through in-book, online, tablet, event and press components, both brands interacted with consumers in a highly emotional provocative and innovative way. The exclusive film exhibition, ‘The Ever Changing Face of Beauty’, shot by a legendary fashion photographer, was an opportunity for consumers to see P&G brands in the transformative and luxurious manner that only W can showcase. Displayed on 2 massive 50 ft. screens, this film brought to life visual metaphors of beauty and fragrance in a way that only film can. Stills from the video were then incorporated into a 6-page in-book editorial, and exclusive cuts were shown on W’s website and iPad app.

The Ever Changing Face of Beauty was a huge success for both W and P&G Prestige.As demonstrated across platforms, W’s transformative manner, distinct narrative voice and unparalleled relationships with the world’s top fashion photographers helped raise P&G Prestige’s equity in the luxury marketplace. As the leader in the global Prestige Beauty category, P&G Prestige successfully used this as an opportunity to distinguish itself from its parent company P&G, a company most often recognised for brands like Duracell and Pampers.

During The Ever Changing Face of Beauty program, wmagazine.com garnered 421,000 unique visitors, and the film was the most watched film on the site with nearly 3,500 views. The program garnered an astounding 800m press impressions, and was covered by top outlets including, The New York Times, Wall Street Journal, The Times of London, Daily Mail, Huffington Post, CNN, E! News, among hundreds of other outlets.