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Jane & Company, Inc. News

Jane & Company, Inc. Launches Its First National TV Advertising Campaign a New 'Jane-eration(R)'

BALTIMORE, April 18 PRNewswire — Unveiling its FIRST EVER National Television Advertising campaign, Jane & Company will launch its groundbreaking 30-second spot starting mid-April. The collaboration of marketing research, advertising creative teams and consumer focus groups resulted in a spot that captures the imagination and generates strong trial interest among a generation of women who are not currently face makeup or even makeup customers.

The strategy behind this exciting campaign is to drive new customers and non-users in the ever-growing Mineral category in drugstores and mass merchandise outlets for the Jane Be Pure(R) Mineral line. Jane's extensive range of Be Pure Mineral products outsells its competitors in the mass market (on an equivalized unit basis). The Jane Be Pure Mineral franchise is the #1 value brand in the mass market and is making headline news in this important beauty category.

"Jane customers are smart, savvy, shoppers who are value conscious and unified in the belief that looking beautiful and being on trend does not have to break the bank," said Jane & Company's CEO, Lisa Yarnell. "With this ad campaign, our goal is to introduce new consumers to Jane's Be Pure Mineral line and bring women to food, drugstore and mass market retailer's beauty aisles, who have never shopped there before for cosmetics. "This ad appeals to a broad spectrum of women who embrace their individuality," offered Yarnell, "Savvy women from all walks of life, ethnicities, age groups and mind sets who embrace the idea of a new "Jane-eration" of cosmetics that are healthy for you as well as bringing out natural beauty."

The commercial will be seen by over 16 million women, ages 19 to 34, on top cable networks. In addition to TV, Jane is heavily running its Be Pure Mineral print ads in fashion and beauty magazines, o reach a combined total audience of 36 million women before the back-to-school shopping frenzy begins this fall.

Jane's new idea of beauty is sure to capture the attention of today's modern women. Unlike a typical cosmetic advertisement which uses recognizable celebrity spokeswomen, NY agency Laspata/DeCaro used the fabulous, fresh new face of model Cody Horn, who is a real today's beauty. "This new strategy allows Jane to stand out from the rest, reaching a new "Jane-eration" of women," says Yarnell. "We chose to communicate an empowering message that defines the DNA of the Jane consumer. A woman who is in control, environmentally aware, knows what she wants and goes after it."

The message is one, which came from in-depth market research and resonated strongly with consumers. It captures this generation's unique personality. Unlike the typical celebrity endorsed beauty ads, this approach sets JANE far above the competition is destined to increase traffic at retailer shelves.

JANE BE PURE(R) MINERAL MAKE-UP

Jane's Be Pure Mineral collection is Oil Free, Talc-free and Fragrance free. The line consists of 88 skus, which provide essential hydrating nutrients, and has anti-inflammatory properties to soothe sensitive skin and helps prevent skin breakouts. It is the #1-selling Mineral brand on an equivalized unit bases in mass and drugstores (Source: Nielsen FDMx ending 2/23/08)

About JANE

Jane fills a niche between value and prestige cosmetic lines, bringing high quality products to the mass market at value prices. Sold in mass merchant retailers and better drugstores throughout the U.S. and Canada, Jane has been featured in hundreds of national beauty magazines for editorial recognition and product innovation. On ABC-TV's "Good Morning America," in a segment about value and quality cosmetics, Jane won, hands down, in a blind product use test over department store high-end brands in the mascara category. Lisa Yarnell, CEO of Jane & Company, is a veteran mass-market health and beauty executive who purchased Jane from The Estee Lauder Company in February 2004. It is based in Baltimore, MD. To see the new Jane-eration TV ad, visit http://www.janecosmetics.com/myjaneTV_intro.asp

SOURCE Jane & Company, Inc.

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