BEAUTY BRANDING

Lecture Notes:

7 brands that have changed the face of beauty marketing

1) Estee Lauder - The draw of a gift

- launched her own brand in 1947

- posted direct mail to customers doorstep and gave a free gift to anyone that purchased

2) Clinique - The Medical approach

- began in 1968

- Fragrance free - made up terms. Chemicals actually in the product to mask the smell.

- Allergy tested

- The industry is becoming more regulated

- The clinique consultants wear lab-coats - shows a more medical approach to the product

- Colour of the products - clean, fresh, medical

IVRING PENN - FRESH FACED MODELS

3) Revlon - The colour of season

- Different colours for different seasons

- Introduced seasonality - created a colour based on the weather - including for the clothing

4) Max Factor - The Celebrity Factor

- People started to copy celebrities that they saw in TV and Film and in advertisements, like how Max Factor always have a celeb in their ads

5) L'Oreal - The Distributer Play

- Women were going for shorter hair in the 20s so was easier to colour and style

- Targeted people working in salons

6) Pond's - The Regime 

- Skin care routines - Clarins 1,2,3 routine

- Cleanse, Tone and Moisturise

7) Dove - The Aging debate

- Multiple brands have been fined for creating or showing ads that seem to perfect.

- Dove's real beauty campaign 

- The audience have more of a say about advertising nowadays due to how it makes us feel.

How beauty brands seduce you with emotional design

- Olay = biggest brand because it's been around for so long. Legacy brand.

- Women are becoming more loyal to brands they put on their body. So other brands play with our desires.

- Some brands bleakley use sex to advertise

- Targeting our aspirations, persuasion and emotion

Who is your brand supposed to appeal to?

Emotional appeal = translate into brand

Appeal to target audience = - The Mass beauty consumer

                                        - The prestige beauty consumer

                                        - The teen beauty consumer

Disgust? Pity?

Beauty brands appeal to us through emotions

Boosting self-confidence = Dove = 'tested on real curves'

                                     = L'Oreal = 'because you're worth it'

- L'Oreal = classic / simple / beautiful women / celebrities / colourful / intense look on faces

- Dove = making the viewer comfortable / softness / light / fresh / clean / older women / feel good in themselves / comfort / harmony / freshness / sympathy

- Clinique = clean / simple / coolness / powerful / natural beauty

- Olay = quality and uniqueness / heritage / passion / perfection

Beauty Effects

- How're you going to incorporate into brand?

Colours

Every brand has a colour scheme > deliberate colours they're recognisable 

- Clinique = Green and white

- L'oreal = black and gold

- Dove = White

- Garnier = Green

• tips and consultants
• anything beauty
• expertise
• contact information
• social responsibility 

THINK ABOUT

HOW EMOTIONS BUILD BRANDS?

UNIQUE BRAND ASSOCIATIONS

CHOOSE MODEL CAREFULLY! HAS TO FIT WITH IMAGE

authenticity
focus on customer
brand loyalty