Chip Taylor Communications



Subject: Voc. Ed.: Business/Career/Communications

Masters of Beauty Series

"Recommended! This beautifully filmed series documents six of the most famous names in the luxury goods business." -Library Journal
This series takes a close look at the beauty and fashion industry, spotlighting its most interesting personalities and showing how these people live and work. Viewers are taken Click for more

Benetton

Benetton

Benetton - the name is recognized throughout the world, primarily for its brands of fashion, though the group has expanded its reach into toiletries and perfumes, as well as kitchen accessories and products for babies. Since its establishment in 1965, Benetton has extended into over 120 countries with a network of over 6,200 stores. This classic documentary makes its own fashion statement offering a unique behind-the-scenes' look at the company, focusing primarily on Luciano Benetton, who has served as chairman of the Benetton Group since its inception and provides his personal reflections of a company that rose to greatness from extremely humble beginnings; also on Oliviero Toscani, the Italian photographer, who during his tenure with Benetton became famous for designing the "United Colors of Benetton" advertising campaigns - a concept that has endured the test of time. Here we get to look back at the perspectives of both men, when the idea to use racial integration as an advertising theme was unique - and extremely controversial - in the business world. Today, controversy in a number of Benetton's ads remains; however, the "United Colors" brand, which is based on Luciano's belief that "communication should not be commissioned from outside the company, but conceived from within its heart," is now a trademarked philosophy of a company unafraid to use its logo to promote awareness understanding of certain social issues. 02/09DE JSCA 30 min.





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