Seminar 3 - Sharon (notes)

7 Brands that changed the face of marketing.

ESTEE LAUDER:

• LAUNCHED 1947.
• WANTED TO CAPITALISE BEAUTY ADVERTISING.
• WAS TURNED AWAY FROM LARGE AD COMPANIES.
• USED DIRECT MAIL - INTRODUCTION OF GIFT WITH PURCHASE. 

CLINIQUE:

• THE MEDICAL APPROACH.
• LAUNCHED IN 1968.
• FRAGRANCE FREE, HYPOALLERGENIC AND ALLERGY TESTED ARE ALL MADE UP TERMS TO EASE THE MINDS OF THE WOMEN BUYING THE PRODUCTS THAT WORRY ABOUT THEIR HEALTH. 
• SELLING THE PRODUCTS INGREDIENTS RATHER THAN ITS USE.
• PACKAGING REFLECTS THE CLEANLINESS AND MEDICAL IDEAS OF THE BRAND.
• USE FRESH FACED MODELS.

REVLON:

• SEASONALITY AND THE COLOUR OF THE SEASON.
• COLOURED NAILS.
• INTRODUCING SEASONALITY IN MARKETING, PROMOTES THE IDEA OF CHOOSING DIFFERENT MAKEUP COLOURS TO MATCH YOUR MOOD OR OUTFIT OR EVEN THE WEATHER. 
• MAKING MAKEUP BECOME AN ACCESSORY TO OTHER PRODUCTS OR CLOTHING.

MAX FACTOR:

• THE CELEBRITY FACTOR.
• THE RISE OF MOVING PICTURES.
• ALL WOMEN START TO BE ACCEPTED AS OKAY TO WEAR MAKEUP.
• MAX FACTOR WAS THE FIRST BRAND TO PAY MODELS TO BE IN HIS ADS.
• THEY WOULD OFTEN RISE TO FAME SHORTLY AFTER.

L'OREAL:

• THE DISTRIBUTOR PLAY.
• 'FOUND ONLY IN THE FINEST BEAUTY SALONS'
• THE IDEA OF LUXURY, IF ITS GOOD ENOUGH FOR THIS HIGH END BEAUTY SALON, ITS GOOD ENOUGH FOR ME. - SELLING A LIFESTYLE.
• CREATED A MAGAZINE FOR WOMEN TO READ IN BEAUTY SALONS.

POND'S:

• THE REGIMEN.
• TWO STEP SKIN CARE PROCESSES.
• 'EVERY NORMAL SKIN NEEDS TWO CREAMS'

DOVE:

• THE AGEING DEBATE.
• QUESTIONS BEAUTY STANDARDS AND INSTILLING POSITIVE BODY IMAGE INTO WOMEN.

HOW BEAUTY ADS SEDUCE YOU WITH EMOTIONAL DESIGN:

OLAY - IS A LEGACY BRAND, WOMEN BUILD UP A LOYALTY TO BRANDS THAT THEY KNOW WORK FOR THEM. OLAY PLAY ON THE EMOTIONAL LOYALTY OF THEIR CUSTOMERS.

TOM FORD - TARGETS ASPIRATION AND EMOTION WITH THE IDEA 'SEX SELLS'. MAKING WOMEN BELIEVE THAT IF THEY BUY A SPECIF PRODUCT THEY WILL BE AS WANTED AND ALLURING AS THE WOMEN IN THESE ADVERTS. APPEAL TO A TARGET GROUP BASED ON LUXURY, BEAUTY, SEX AND FUN. ADVERTS FOR THE PRESTIGE.

L'OREAL - 'BECAUSE YOU'RE WORTH IT' BOOSTING THE SELF CONFIDENCE OF WOMEN AND SELLING LIFESTYLE AND ATTITUDE. THE IDEA THAT IF YOU BUY THAT PRODUCT YOU WILL LOOK LIKE THE ADVERT.

DOVE - MAKES THE VIEWER FEEL COMFORTABLE 'COMFORT, HARMONY, BALANCE, FRESHNESS, SYMPATHY, QUALITY'

COLOURS:

• BEAUTY BRANDS HAVE A DISTINCT COLOUR SCHEME.
• UNIQUE BRAND ASSOCIATIONS THROUGH IMAGES OF WOMEN AND MEN OF DIFFERENT AGES TO UNDERLINE THE BRAND IMAGES.

AUTHENTICITY:

• BEAUTY BRANDS GIVE US THE FEELING OF BEING SPECIAL 'WE CARE ABOUT YOU' BUILDING A RELATIONSHIP WITH BRANDS THAT WOMEN STAY LOYAL TO.
• FOCUS ON THE CUSTOMER.