Aquaphor®, Santander, Saks, Treslúce Beauty & More Companies Targeting the U.S. Consumer Right Now

Aquaphor®, Casalú, Treslúce Beauty… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

• Aquaphor®

Aquaphor®, the #1 dermatologist recommended brand for a wide range of skin conditions, including dry, cracked skin, chapped lips, and more1, is launching its first-ever brand purpose campaign, “Before & Aquaphor.” Inspired by the growing field of psychodermatology, the new campaign works to showcase not just the incredible versatility of Aquaphor’s uses, but the diversity of its consumers as Aquaphor works for all people and a variety of skin issues: from babies on their first day coming home from the hospital, to 95-year-old great-grandmothers with dry elbows, and everyone in between. Drawing inspiration from Aquaphor’s universal ability to care for skin—regardless of lifestyle, skin color, or age—the brand’s agency of record, AMP Agency developed a contemporary campaign, unleashing a new visual identity that embraces Aquaphor’s bold and vibrant aesthetic. This unique approach steps out of the conventional therapeutic skincare creative, conveying the emotional aspect of healing, while demonstrating the powerful results Aquaphor provides.“To me, ‘Before & Aquaphor’ is about that feeling of relief when you can stop worrying about your skin. The “Before and Aquaphor” campaign will have a 360-marketing investment in digital and social platforms, dedicated public relations and professional efforts, and in-store touchpoints, with new ad creatives. For more about this campaign, visit YouTube to view the new creatives running in English and Spanish.

• Santander

Spanish bank Santander has appointed Dentsu International as its´ media-buying AOR for the European and U.S. markets, following a a six-month review. The entity will work from April 1 with DentsuX in the United States and Poland, and with Carat in Spain, Portugal and the United Kingdom

• Saks and Saks Off Fifth

Saksn ,is celebrating Women’s History Month and International Women’s Day with a campaign spotlighting unique visionaries and groundbreaking designers. Campaign components include digital content on Saks.com and social channels, in-person and digital events, and themed windows at the New York flagship store. Saks is also awarding three inspiring women with its second annual Visionary Voice Award: Amanda Nguyen, one of the TIME Women of the Year, an activist fighting for civil rights and the founder of charitable organization RISE, Mira Mariah a queer artist celebrating freedom of expression and Isis King, a trans model and actress expanding awareness of representation. The Visionary Voice Award honors women making a difference in their communities and paving a better future for generations ahead. Bringing to life the 2022 theme for International Women’s Day, #BreaktheBias, Saks is using its digital channels to shed light on inspiring women in the fashion industry. In The Edit, the Saks editorial hub that is filled with timely and topical stories, readers can learn about the Visionary Voice Award winners and how they are confronting bias head on. Also featured in The Edit are notable designers such as Stella McCartney and Meryll Rogge who are celebrated for their stunning collections and share how they uplift customers every day through their work.“Saks is dedicated to elevating diverse voices in the fashion world and in the culture at large,” says Emily Essner, Chief Marketing Officer, Saks.

Separately, Saks Off Fifth, the discount branch of Saks, is launching a new marketing campaign today March 14, Forbes reports. The campaign compliments innovations the luxury off-price brand has made to become more digitally savvy. The campaign is the first major re-branding effort of the newly reconfigured Saks Off Fifth, which like its parent retailer, Saks Fifth Avenue, has been split into separate ecommerce and store divisions.

• Casalu G 

Casalú, a rum based hard seltzer focused on delivering a feeling of home and heritage, while inviting others to share Latino culture, is set to launch across Miami later this month. Made with dark aged rum, 5.9% abv./vol, Casalú will be available with an SRP of $12.99 per 4-pack of 12oz cans. Crisp and balanced with the perfect amount of buzz, Casalu’s first offering, “Limón”, brings authentic Latino roots to the hard seltzer market. The name stands for the company’s vision. Casa, a sense of home and heritage. Salú, an open door to all who want to share Latino culture. There are 60 million Latinos in the US alone. As the biggest minority in the country, they are having more impact on pop culture than ever. Casalú aims to represent the roots of these consumers and bridge the gap between them and the hard seltzer market. Casalú’s founders have deep ties to the music, arts & entertainment, sports, and fashion industries. The brand will be supported in the market with an impactful marketing campaign featuring out of home advertising, social media marketing, traditional public relations, events, and influencer marketing. To start, Casalú will be self-distributed in the Miami market. The US based company and founders are headquartered in Miami and are supported by a team of the entertainment and drinks industry veterans.

• Tresluce Beauty by Becky G 

Treslúce Beauty, a Latinx-founded beauty brand landed at Ulta Beauty, one of the nation’s largest beauty retailer, last March 7 on Ulta.com and in 351 stores last March 13. Dedicated to creating, celebrating and supporting Latinx heritage and culture, Treslúce Beauty’s high-performance, clean, vegan-friendly formulations deliver high-impact artistry with a mission to encourage beauty enthusiasts to tap into their inner artist. Founder and global superstar, Becky G, is a second-generation Mexican-American devoted to shining a light on her humble beginnings, family values and Latinx identity with her brand and the experiences it creates. An authority in beauty and the youngest CoverGirl to date, she is determined to create positive change by acknowledging Latinx creators, consumers and tastemakers in today’s beauty economy. Additionally, the brand’s products and packaging are infused with Latinx sourced ingredients and art.Launched in June 2021, Treslúce Beauty’s lineup includes eye look essentials that were quickly praised by the beauty community and received industry accolades..