ANALYSIS: SALE OF THE WEEK

Deputy ad manager Claire Stidwell knew Top of the Pops magazine had a good relationship with the group Steps and decided she had the perfect solution for Laboratoire Garnier’s Synergie campaign.

Deputy ad manager Claire Stidwell knew Top of the Pops magazine had

a good relationship with the group Steps and decided she had the perfect

solution for Laboratoire Garnier’s Synergie campaign.



The skincare brand’s tagline is ’Three steps to perfectly pure skin’ and

Stidwell thought the three fragrant Steps girls - Fay, Lisa and Claire -

would be perfect ambassadors for Synergie. She presented the idea to

Scott Butler and Majella Collins at Universal, who went for it after

seeing a mock-up of the three lovelies representing the three steps,

cleanse, tone and moisturise.



Although she hadn’t actually approached the Steps girls, Stidwell had

read that they were keen to clinch a lucrative cosmetics contract and

thought this might be the start of something beautiful. After a hasty

negotiation with their management, an extra half an hour was

incorporated into a feature shoot Steps had already arranged with TOTP.

The result is a gatefold, which appears in the April issue.



The ad is linked to a competition offering the winner the chance to meet

the girls at their upcoming Wembley gig.



Got a potential sale of the week? E-mail lexie.goddard@haynet.com.