Showing posts with label Toiletries/ Cosmetics. Show all posts
Showing posts with label Toiletries/ Cosmetics. Show all posts

18.7.11

Summer's Eve | Vagina worship



A provocative new direction for the brand. The brand is launching new ads from The Richards Group that dispense with the decorous innuendo and inadvisable workplace tips in favor of a celebration of the vagina as the central human organ in the history of the world—the cradle of life, the center of civilization, the cause of innumerable major wars over women.
 There's also a new online quiz called ID the V, in which women are challenged to identify the various details of their private parts. These ads follow an earlier, very funny teaser (also below) in which a posh cat on an airplane honored the vagina via a poster presentation.




"viral" clip 

15.5.11

Konad Cosmetics Flobu Waterproof: We broke up, I’m pregnant, He’s married









Advertising Agency: Grey, Buenos Aires, Argentina
Executive Creative Directors: Pablo Gil, Sebastian Garin
Creative Directors: Daniel Fierro, Gonzalo Ricca
Copywriters: Hernan Kritzer, Rodrigo Greco
Art Directors: Lisandro Cardozo, Tomas Duhalde
Agency Producer: Sergio Bonavia
Retoucher: Juan Carlos Erasmo

17.7.10

Gutsy TV spot| marketing for woman!

Check out these two videos for Quattro for Women, with the bikini area trimmer. The first one is pretty much how you'd think they would introduce the new product. I

t's about 90 seconds long so I am guessing they trimmed it down for a TV spot are using the longer form on their website. The second....well, it's not what I would have expected.




One is incredibly safe...the other, not so much. But, which one do you think will actually sell more razors?



'Mow the Lawn' 
Created by JWT New York to build awareness and drive trial for the new Wilkinson Sword Quattro for Women Bikini







Gillette Survey: How Do You Like It Shaved?







Axe girls cleaning the balls







Extreme. Entertaining. Roguishly symbolic, and its Axe.

8.5.10

Axe|Sofaurus


"Because as soon as you stop thinking about football, you start think about woman again.
Axe Play 2010."




Advertising Agency: Ponce, Buenos Aires, Argentina
Creative Director: Ricardo Armentano; Joaquin Cubria; Analia Rios
Creative: Juan Pablo Lufrano; Norberto Vatrano
Director: Armando Bo
Production: Rebolucion
Producer: Mariano Avellaneda; Axel G Linari
Director of Photography: Cristian Cottet
Post Production: Pickle
Editor: Gustavo Macri; Patricio Pena
Music: Animal Music

7.5.10

Axe Play: Sofaurus







Advertising Agency: Ponce, Buenos Aires, Argentina
Creative Director: Ricardo Armentano; Joaquin Cubria; Analia Rios
Creative: Juan Pablo Lufrano; Norberto Vatrano
Director: Armando Bo
Production: Rebolucion
Producer: Mariano Avellaneda; Axel G Linari
Director of Photography: Cristian Cottet
Post Production: Pickle
Editor: Gustavo Macri; Patricio Pena
Music: Animal Music

23.4.10

Only The Brave: Iron Man Limited Edition

Diesel1
 Only The Brave: Iron Man Limited Edition debuts this month in department stores and boutiques via a deal between Marvel Entertainment and Diesel. The partners are supporting the licensed product launch with a dedicated website, downloadable video games and online contests. Packaging will probably stand out in the sedate fragrance aisle—it's a bright-red clenched fist, made to look like Stark's costumed, crime-fighting alter ego. nking man's superhero, but his franchise is turning out to be the marketing maven's holy grail.




brave-hellohikimori.jpg




Only The Brave x IronMan by HelloHikimori




Only The Brave x IronMan by HelloHikimori




Only The Brave x IronMan by HelloHikimori





Only The Brave x IronMan by HelloHikimori

22.4.10

Make-up emergency? Rimmel to the rescue

The fact that 40% of visitors to the mobile site downloaded content shows how well Rimmel understands its consumers. This campaign was shortlisted in the Best Use of Mobile Category at the Festival of Media Awards. Find out if it wins on 20 April or vote for it on the People’s Award voting site.


BRAND:

Rimmel

BRAND OWNER:

Coty Inc.

CATEGORY:

Toiletries/Cosmetics

REGION:

United Kingdom

DATE:

2009

AGENCY:

OMD

MEDIA CHANNEL:

Digital,Mobile,Online



Rimmel was coming under increasing pressure from competitors and losing its market share. Ad spend was down and share of voice was at only 60% of the nearest competitor. Given product innovation is pretty standard across the big make-up brands, the only differentiating factor left to Rimmel was to foster brand loyalty. Applying make-up is an intimate act and building trust between brand and consumer is paramount.
Girls have an insatiable thirst for tips and advice when it comes to make-up. Focus group research and interviews with leading editors of girl's magazines revealed that despite this appetite for makeup knowledge, many young girls don't feel confident about applying make-up.
In the UK, 95% of young girls own a mobile phone. They are in constant communication with their friends, with 77% of girls sending at least one SMS message to one of their friends every day. As a component of a young woman's bag, the mobile is as important as her purse or lipstick. Rimmel's idea was to turn a girl's mobile into her makeup mate: a knowledgeable friend always on hand to inspire and give great practical advice on how to make great looks happen for them.
Specifically designed for mobile, the Rimmel hub housed a wealth of information on how to achieve a look, what products to use, tips and advice and specific Rimmel content. This would be a tool young women could use at any time, wherever they were. The hub was regularly updated with new product information and videos. The videos featured celebrity looks and were demonstrated by resident celebrity make-up artist Liz Pugh. Users could text in their questions, which Liz answered for them. Extra features on the hub included branded wallpapers, sample requests, videos of the ads, and product info.
Apple apps might dominate the category but being a youth brand, Rimmel specifically targeted the cheaper, more ubiquitous handsets, used by its market. Nearly half of Rimmel's market were on pay as you go, rather than monthly tariffs, which made downloading expensive. Free-to-download blue tooth technology in malls and cinemas solved this issue.
Of all the girls who came to the site over 40% downloaded a piece of content. In total there were 145,000 downloads. More important to Rimmel is the creation of a new generation of brand evangelists who now intimately trust the brand.

15.2.10

Gillette|Uncut



Gillette goes for rock'n'roll imagery in latest celebrity fronted campaign.
Possibly in a move to counteract recent scandals involving members of their usual stable of clean-cut celebrity spokesmen, Gillette target the under 30s male grooming market with a series of music films featuring artists from the worlds of rock, punk and hip-hop.
Building on the idea that a man's grooming routine helps prepare him to take on the world and face any challenges with confidence, the campaign draws analogy with the preparations made by rock stars before they perform in front of an audience. Steve Fund, director of global marketing, promises that the films will “show a side of the artist that's rarely, if ever, seen – going backstage to show how they prepare, including styling and grooming, and the moments of doubt they experience before taking the stage.”
Greenlight Media & Marketing engaged the services of renowned photographer Danny Clinch, former protégé of Annie Leibovitz and a prolific director of live concert films. Clinch's short film, and the affiliated print campaign, features the All American Rejects, will.I.am of the Black Eyed Peas, Tim McGraw and Mark Hoppus from Blink-182 in their pre-show rituals. After a premiere in L.A, the campaign is set to air on the Fuse television network.
As a supplement to the Uncut launch, the Gillette website will also feature a series of light-hearted video tutorials, also featuring the musicians, where viewers can learn to “Shave Like a Rock Star”.

BRAND: Gillette

BRAND OWNER: Proctor & Gamble

CATEGORY: Toiletries/ Cosmetics

REGION: USA

DATE: Sep 2009

AGENCY: Greenlight Media & Marketing

MEDIA CHANNEL

Mobile or InternetTVPressCinema

24.1.10

Listerine | Snake Charmer "Bye, bye bad breath."

Humor in Indian commercials is usually presented with a serious background, until it reveals the ‘funny’ part at the end. This unexpected funny twist entertains the viewer as it succeeds to keep him clueless until the end. Watch this commercial from JWT India for Listerine, and you will understand this.

The commercial features the son of world famous mystic snake charmer and his destiny to follow his father’s legacy. So, he commences his business on the banks of river Ganga as a snake charmer. But there was something wrong as every snake rejects his charm and escape back to the wilderness. This happens every time, until a gypsy godmother solves the case. Watch and find out how.









CREDITS
Agency: JWT India
Executive Creative Directors: Senthil Kumar & Tista Sen
Art Director: Piyash Ghosh
Copywriter: Senthil Kumar
Production Company: Good Morning Films
Director: Shashanka Chaturvedi
Agency Producer: Suprotim Day
Producer: Vikram Kalra

17.12.09

Estee Lauder ME launches regional website



Estée Lauder launched a regional website for the Middle East.

The new website, 
www.esteelauder-me.com, is available in both English and Arabic and "has been designed to bring the exceptional service experience that consumers' have come to expect at Estée Lauder's counters to the web," according to a release announcing the launch.

The site provides detailed product information and enhanced product images that are grouped into seven categories. This includes a section dedicated to Estée Lauder’s skincare range which features’ Estée Lauder’s Beautiful Skin Solutions, an easy guide for customer’s to find their perfect skincare regimen, combining the proven Repair and Moisturizer formulas targeted to the their specific needs. Information on Estée Lauder’s repair, moisturizer and eye category as well as its popular Nutritious skincare range are also featured in this section.

Customers can enter the “virtual immunity” from the visible signs of aging with Estée Lauder’s most luxurious skincare range, Re-Nutriv.  In this section, customers can learn all about the history and inspiration behind the Re-Nutriv range and the benefits of each product in the collection.

The website also features a dedicated section on Estée Lauder’s comprehensive brightening system, the Cyberwhite Ex range, which comprises of targeted technologies to brighten every kind of spot differently and thoroughly.

Detailed information on Estée Lauder’s make-up line up is featured in the make up section which includes Estée Lauder’s long wearing, stay-in-place Double Wear range as well its mascara, lipglosses and lipstick collections.  Customer’s can build a wardrobe of scents to express their mood with Estée Lauder’s most well-known fragrance collections, including Pleasures, Beautiful and most recently Sensuous, which are featured in the fragrance category.

The “What’s New” section provides the customer with information on all the latest products that Estée Lauder has launched in the region.  For any products of interest customers can click on the Store Locator to find out where they would be available in their country.

26.9.09

Differentiating in increasingly undifferentiated markets



In the increasingly cluttered world of branded packaged goods it is quite common for brand managers to say in frustration that a category has become commoditised and that there is absolutely no possibility of creating a sustainable functional brand differentiator. 

But here are 2 examples which show that that need not be so. 

As we all know the starting point for functional differentiation is to offer some product attribute that meets a consumer need. However, to expect research to discover any substantial unmet needs nowadays is often too ambitious - in fact much research on cluttered categories comes to no other real conclusion than that all the consumer needs is a better product at a lower price. 

Hence it is more realistic to set out with the declared objective for your research to search for any insight on a new facet or extra dimension to a consumer need to help your brand stand apart.

To illustrate this, recent research conducted on the crowded toothpastes market revealed that consumers had no real unmet need - and that the only call from consumers was the old story that the benefit of brushing one's teeth should simply last longer.

More exploratory work on this theme led to the insight that consumers believed that toothpastes work best during the process of brushing and immediately afterwards - but that the benefit of the toothpaste vanishes immediately the user consumes the first morsel of food/drink thereafter.

This insight led to the creation of a "brush brush" audio mnemonic (i.e. the sound of brushing every time users in the ad opened their mouths ) that told the consumer that this toothpaste continues working for a full 12 hours regardless of whether the user is eating, drinking or sleeping. Evaluation of this as an ad concept revealed that consumers did indeed believe because of the "brush brush" mnemonic that the therapeutic effect of this brand of toothpaste continued working even after eating/drinking.

This produced one of the most memorable ad campaigns ever in the category - and subsequent brand tracking revealed high identification with this benefit, and an increased brand share.

Our second example comes from a category that you might expect would be an even greater challenge - the household insecticide market.

Advertising for mosquito coils typically talks of increased efficacy and lasting longer - and every brand in the market says the same things. However, a stray consumer comment in research, that smoke from the coil does not penetrate curtains (where mosquitoes are believed to hide) because the smoke loses its strength by the time it reaches the corners of the room, led to the development of an ad campaign that spoke about new properties in the smoke that took it to the furthest corners of the room and able to penetrate the thickest of curtains.

This attribute quickly became the acid test of efficacy for the category and single-minded communication on this property led to our brand being uniquely associated with it despite other brands trying to jump on the band wagon later.

Summing up :
• In many product categories these days all functional needs that were there to be discovered, have already been discovered

• Insights therefore are no longer so much about discovering new consumer needs...but about exploring well recognised needs to greater depths to uncover a hitherto unused facet or dimension.
This means:

• looking for a new dimension to the functional brand benefit

e.g. goes on working despite eating - as a new dimension to the works longer need;

e.g. penetrates curtains - as a new dimension to the efficacy need

• discovering an executional device like the "brush brush" mnemonic to express this new dimension of the brand benefit.

As seen by these 2 case studies the dimensions and the executional device were new - not the basic underlying consumer needs themselves.

When you have nothing new to say - as is the case in most cluttered branded packaged goods today - then say it differently. Scope for brand differentiation will rarely lie in addressing a new need, but more and more in presenting a solution to an old need from a new angle.

In other words in the world of brand differentiation today the 'How' has become more important than the 'What'.


5.9.09

Chanel No. 5




Chanel 5



Chanel No. 5
perfect perfume?

Symbols of innocence, virginity and virtue, the early 20th century perfumes were inspired and composed around single flower themes. Before the First World War, women felt no need to compete with men; softness, tenderness and femininity were their signature, and “flowery” fragrances were natural extensions of their personality.



The war changed everything. Women were forced to wear the trousers while their men were away. The experience challenged and toughened them. After the war, women embodied a more forceful character in every way they expressed themselves, including their fragrances. But then couturier Gabrielle “Coco” Chanel broke the rules by revolutionizing and democratizing fashion in its various forms—from clothing to accessories, including perfume.
The Chanel No. 5 Juice
“I want to give women…a scent that smells like a woman, not like a flower,” Chanel said.

In 1921, Coco commissioned Russian perfumer Ernest Beaux to create what would become the ultimate Chanel masterpiece and greatest classic perfume of all time—an abstract floral overdosed and overpowered with sparkling yet heavy synthetic chemicals called aldehydes.
Chanel No. 5 was ahead of its time as a composition. It was impactful, long lasting, unique and libertarian in its essence. The juice’s signature hasn’t changed since its creation, yet its attributes have evolved to become aspirational in a more classic and feminine way as opposed to being the edgy, abstract rule breaker it was in its early years.
For decades, Chanel No. 5 has remained a bestseller around the globe. Interestingly, the juice doesn’t test well blind, but when women experience it within the context of the Chanel brand, a certain je ne sais quoi happens just like magic, and women just embrace it.
The Chanel No. 5 Experience
Its flacon is a simple square bottle with a rectangular top. It has been altered only minimally since first designed by Coco Chanel. Black and white colors and straight lines convey simplicity and purity. The black is not just black; it is the blackest possibly attainable. The famous double-C logo created in the early 1920s embodies all elements Chanel and remains strategically unchanged. The glass feels heavy, conveying quality. The simple style of the overall package holds classic stylistic codes that have become intrinsic to the brand’s DNA over the years.

The Chanel No. 5 experience is highly regarded, and the brand pays a great deal of attention to detail, juice quality and components durability. The label, colors and coatings must be durable so the consumer can keep the flacon impeccably intact for years, even when it is empty. Branding the experience is quite important for Chanel. Repeated consumer interactions with the product are meant to result in an accumulation of pleasant multi-sensorial moments that ultimately reaffirm Chanel’s quality and render awareness, recognition and loyalty to the brand.
Consistency, Consistency, Consistency
Perhaps consistency is the main reason Chanel No. 5 remains successful, aside from being true to its heritage. From Marilyn Monroe accidentally endorsing Chanel No. 5 in the 1950s to Audrey Tautou and all her “Frenchness” as the new face of the fragrance, the brand has been consistently linking popular cinematic figures to appeal to a younger generation with every passing decade.

Catherine Deneuve, Ali MacGraw, Carole Bouquet and Nicole Kidman—to mention a few—all embodied qualities the brand wanted to portray to characterize the quintessential No. 5 woman. Aggressive advertising campaigns over the years have been critical for the brand to stay current and keep its image young and fresh.
Many attributes of Coco’s unconventional personality are incorporated into her brand, as is evidenced in an upcoming biopic film, Coco avant Chanel, featuring Audrey Tautou as Mlle Chanel.
In 2008 brand Chanel decided—for the first time, after decades of careful brand strategy—to take a bold step by launching Chanel No. 5 Eau Première—a lighter, more modern version of the original No. 5 with a quieter sillage. Chanel in-house perfumer Jacques Polge stated: “Eau Première is for all those women who came to me and said, ‘No. 5 is fantastic but it’s not for me.’ Eau Première is lighter, more transparent, but, in essence, it is still No. 5.”
According to the NPD Group, a research firm, Chanel revenues increased by 14.5 percent after Eau Première was introduced.
Chanel No. 5 stays young by embracing a classy, ladylike attitude that could go just about anywhere, day or night. Chanel’s quality is uncompromised, distinctive and has an engaging history—from its avant-garde and socially progressive beginnings, to the traditional, luxurious and classic status that it has perpetuated throughout the decades.



16.8.09

Axe:::Double pits to chesty


To promote its deodorant spray in an innovative, fresh way. Axe has created a downloadable iphone game, Pogo Xtreme. Players must perfect that mainstay of the morning grooming routine, the deodorant spraying motion – a move Axe dubs the ‘double pits to chesty’.

























Axe’s target demographic for the campaign is 16-24 year old males, which just so happens to be the prime gaming demographic too. Pogo Xtreme plays upon young males’ interest in X-game sports like Skateboarding and BMXing, which contain bizarrely named moves such as ‘nosegrind’ and ‘fakey flipside olly’.


In its iphone game players pogo about collecting Axe deodorant cans. Once a certain number of cans have been collected, players are prompted to perform a ‘double pits to chesty’ move on the pogo stick. Sexy girl ‘affirmations’ encourage them to keep playing. Users can log scores on social networking sites such as facebook.


Pogo Xtreme is one of the first full length multi-level branded iphone games. In
conjunction with the free, downloadable game, Axe has paid for advertisements across the whole range of downloadable iphone apps.











BRAND: Axe

BRAND OWNER: Unilever

CATEGORY: Toiletries/ Cosmetics

REGION:Global

DATE: Jul 2009

AGENCY: Wild Tangent/Greystripe

MEDIA CHANNEL

Mobile or Internet

7 Skills for a Post-Pandemic Marketer

The impact of Covid-19 has had a significant impact across the board with the marketing and advertising industry in 2020, but there is hope...