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.
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