Mirror, Mirror on the Phone.

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Author: Anderson, Diane

Reflections on Advertising

Talk about moments of reflection. George Stephan was riding New York's 'T' train uptown last year when he noticed a woman primping. The poor commuter didn't have a compact, so she improvised by peering into the backside of her metallic cellphone. "This is real estate for branding!" thought the thunderstruck Stephan. "I often have great ideas," said the owner of Brandscell Solutions. "But this time, for a change, I actually acted on it." Stephan found a plastic mirror, with the qualities of glass, that companies can dye-cut Iogos into and give away as promotional doo-dads. MTV's teen network The N, which broadcasts shows like Degrassi, gave away about 15,000 mirrors during a recent mall tour. Clinique tested it as a gift-with-purchase promotion during the holidays. And, acne treatment system ProActive and Ross University used them as well. Brandscell's tagline: "Now when millions of people look at themselves, they look at you."

PHOTO (COLOR): Are you talkin' to me?: Mirrors, the new low-tech phone feature.

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By Diane Anderson

Edited by Kenneth Hein