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Beauty Advertising That Gets Results
By: Alisa Marie Beyer
Posted: October 10, 2008, from the February 2006 issue of GCI Magazine.
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Every beauty ad does not need a celebrity, and it does not need to be overly flashy or exciting. It needs to have a really good branding platform to help create a brand that is built to last. Women rated Clinique ads as very effective, although not flashy. The advertisements are clear, the message is focused on specific products and there are no celebrities to be found.
A great advertisement knows itself
Anyone who wants to build a great brand first must understand who they are, and it is the same for a great advertisement. The ad needs to really point out what female consumers like about the brand and what they associate as the very core of the brand concept. M.A.C ranked very high for its creative images and for knowing itself. Although not seen as a “brand for most women,” it was perceived as being hip, young and progressive.
A great advertisement is easy to understand
Women really want to understand an ad. They buy from brands they understand. Your brand must convey a clear sense of what you offer the customer that is different from what anyone else provides. Neutrogena advertisements ranked very well in the category of “easy to understand.” The majority of women related to it as a natural, clean, fresh, well-priced beauty product.
A great advertisement connects to emotions
Women live in an emotional world. Emotions drive many of our decisions. A good advertisement reaches out with that kind of powerful connecting experience. It is an emotional connection point that transcends the product. An inviting hot bath, for example, strikes an emotional chord in females. More than 80% of them bought a bath product in the past three months, and Olay took note and produced advertisements that make women feel pampered and relaxed.
Beauty advertisers can win by understanding what women are saying they want to see in ads and knowing what it really means. Help them to eliminate stress and relax, and add some fun to their day and make them feel happy. Female consumers are open to seeing all types of women in advertisements—those who help them aspire and reflect their realities. Understanding what women want in beauty advertisements can help marketers win their hearts and purses.