Jane & Co. launches first TV ad campaign

BALTIMORE, Md. Beauty company Jane & Co. is launching its first television campaign to better reach millions of women and further tap into the popular mineral makeup market.

As reported earlier this year in Drug Store News’ ECRM Cosmetics, Fragrance & Bath post show report, the new television campaign is in addition to the Jane Be Pure spring print campaign aimed at reaching nearly 20 million women. The print campaign can be seen in such magazines as Glamour, Allure and Lucky.

Playing off the name Jane—as in Tarzan and Jane—the new television spot shows a model applying the company’s Be Pure mineral makeup as she gets a text message from Tarzan. The text reads: “Jane, r u coming?” She is then seen swinging from a tree vine to meet the shirtless Tarzan. The tag line is “Jane Be Pure mineral makeup. It’s my Jane-eration.”

The mineral makeup collection is talc-free, oil-free, wax-free and fragrance-free. Products in the line include Mineral Powder, Mineral Foundation, Pillowed and Crushed Blushes and Eye Shadows.