New York Color, or N.Y.C. Cosmetics, has launched a new campaign focusing on their prices, along with the effectiveness of their beauty enhancing products. Their new tag line is as follows: "Uptown Styles, Down to Earth Prices." The ad copy reads, "Prices from 99 cents to $4.99."
On their website, link is here, their mission is stated as, "The N.Y.C. New York Color Mission is to build a leading lifestyle brand that excites, engages and inspires women with prestige quality cosmetics at a value price."
Unlike many of their competitors, who rarely use prices in their advertisements, NYC has chosen to be more sensitive to the recent economic state of the country. The ads have run on television, online and in Cosmopolitan, Glamour and many other high-fashion magazines, proving that they are choosing women on all financial scales as their target audience.
This approach sets the N.Y.C. brand apart from other makeup brands in that it shows a level of social-conscious as well as demonstrating the beauty-enhancing benefits of their products.
When most companies advertise their low prices, it can be perceived as cheap-sounding/looking but I think the ad copy was effectively used to be both subtle and appealing rather than tacky. It was positioned off center, but had a clear and visible font size. Basically, the cost was not the main point of the ad, but was used effectively. Also, the model and colors used portray the qualities of class and sophistication that can be yours for prices ranging from 99 cents to $4.99.
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