A multipage booklet was mailed to 1.4 million clients. A bulletin board theme complete with torn notepaper and thumbtacked polaroids conveys a youthful, fun look geared toward young women, 13 to 25 years old. A collegiate "Beauty Bulletin" felt banner logo completes the look. The featured products saw a 42% lift during the campaign, with a 147% ROI for the mailer.
See Four Steps campaign.