The 1950s are back in Sephora’s 2008 summer catalog, which is formatted to look like a retro-style pinup calendar. The catalog also a features a “Best of Sephora 2008” sweepstakes. On a more somber note, a mail package from the Red Tail Project seeks donations to preserve a Mustang fighter plane used by the Tuskegee Airmen to train pilots, and offers a variety of premiums based on donation size. And a recent catalog from Cabela pushes its online capabilities, with a spread that touts Web features such as buyer’s guides, product videos, customer ratings and reviews, an email newsletter, and field test reports.
Sephora’s Summer Edition Flaunts Calendar Girls
Cosmetics and beauty care retailer Sephora recalls the glamour and fun of the 1950s pin-up in its Summer 2008 catalog. The 8” x 10” book is formatted like a calendar complete with a hole to hang it up. Cover creative alongside a photo of a retro-styled model reads “Calendar Girls -- every day is prettier than the last.” Just inside, a playful greeting reads “Welcome to summer, sweet cheeks!” The summer months are highlighted by models posing with products, including Miss June beside the Clarisonic Skincare Brush ($195), Miss July beneath a bottle of Benefit Talk to the Tan ($26) bronze facial tint, and Miss August seated atop the Limited Edition Sephora Summer Safari Balm Bons in Zebra ($7). The middle section of the catalog folds out to reveal “30 Days of Bronzing” -- a calendar of 30 brands of bronzer from the Smashbox Desert Chic Fusion Body Bronzer ($55) to Dior’s Bronzer Brume De Poudre Sun Powder Spray ($60). Each selection is accompanied by a “glow key” to identify products as liquid, powder, gel, shimmer, matte, or cream. Celebrity tattoo artist and reality television personality Kat Von D. is featured in the book along with the debut of her limited edition collection. The Best of Sephora 2008 Sweepstakes is also promoted. Recipients can enter online or by mail and vote for their favorite products for a chance to win merchandise plus a trip to Sephora University and a $1,000 gift card. Orders can be made by phone or online at Sephora.com.
Red Tail Project to Rebuild Historic Plane
The Red Tail Project mailed a 6” x 9” package seeking donations to help preserve one of the historic P51-C Mustang fighter planes used by the Tuskegee Airmen of WWII, the first African Americans to be trained as military pilots. The nonprofit’s name comes from the pilots’ practice of painting the tails of their planes red “so the Germans knew who they were dealing with.” Cover creative in bold maroon copy reads “We fought prejudice at home and the Nazis in the sky.” A black and white photo of Tuskegee Airmen constitutes background imagery on the front of the envelope, while its back contains a text box detailing the racism these pilots faced. The red flap of the envelope includes copy identifying the Red Tail Project as a part of the Commemorative Air Force, which is dedicated to restoring vintage military aircraft. Inside, a four-page letter from Charles McGee, a retired Tuskegee Airman, describes how the “Red Tail Angels,” as the P51-C Mustang pilots were called, helped to integrate the U.S. military and change misconceptions about African Americans. Donations are requested along a $30/$50/$100/$200/$500/$1,000/other ask ladder with a list of step-up premium on donation incentives: an autographed Rivet Certificate ($30), Red Tail Project 6-Panel Cap ($50), the Red Tail Reborn DVD ($100), and the biography of Charles McGee ($200+).
Cabela's Mails Web Catalog
Cabela's recent catalog featured a colorful mosaic of product images from the merchant's website that range from hunting and fishing gear to apparel and camping equipment. The cover promotes "Over 200,000 Outdoor Items Available" along with "Great Prices. Superior Selection. Legendary Service." Just inside, a two page spread displays an image of a laptop computer with the Cabelas.com homepage open. Beneath the image, web features are promoted, including buyer’s guides, product videos, customer ratings and reviews, an email newsletter, and field test reports. The 52-page catalog is designed to have the look and feel of the company’s website. Products are displayed without descriptions and are only promoted with item numbers and prices. Graphics on the left side of the odd-numbered pages mimic the search function and category listings from the company's website and direct shoppers online for more options. Merchandise in the book includes the Lowrance XOG GPS System ($219.99), assorted CamelBak Hydration Packs ($29.99-$99.99), and the Keen Newport H2 Sandal ($84.95). Products are available by phone, mail, or online.
The direct mail promotions appearing in Mail Stream are tracked and written up by ParadyszMatera, a media brokerage services company, through its MarketRelevance(tm) Promotion Library. Click here to visit their site: ParadyszMatera.com.
