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Meet the Press: Beauty Editors Speak Out
By: Leslie Benson
Posted: October 14, 2008
page 7 of 7
But in addition to timely content and interactive features, Web sites—as well as print and television marketing campaign co-stars—must feature “incredibly arresting” advertising, according to Chu, “in order to hold consumers’ attention.” Targeting the right consumer in the right way makes a world of difference. “For instance, Dior’s J’Adore TV commercial with Charlize Theron captured the spirit of the fragrance,” she says. “Also, the first series of viral Web ads by Dove—the making up of a real woman to photo-ready standards—inspired conversation and was extremely effective and innovative at the time.”
However, fellow journalist Nygaard believes male and female consumers react to brands and advertising differently. She says for men, “anything straight to the point—no flowery, adjective-driven language or false promises,” will hold their attention. Also, Nygaard notes that humorous ads such as those released by Axe or Old Spice keep the brands on the collective male radar, creating a connection to a guy “who is already uncomfortable with being perceived as too focused on appearance.”
While modesty may make the man, both male and female consumers have shown steady brand loyalty to celebrity-endorsed products, according to More’s Johnson. “It’s proven that consumers are not quite ready to give up on the appeal of celebrities identified with brands at every age,” she says. “From Sarah Jessica Parker for Garnier to Elizabeth Hurley for Estée Lauder, Diane Keaton for L’Oréal Paris to Kristin Davis for Ahava, it’s a strategy that is working.”
Another strategy working for beauty brands is the ability to know and understand their target consumer demographics through the beauty magazines they read. And once a positive connection has been made with the beauty editors who determine editorial content online and in print, the chances of reaching current—and emerging—consumer markets with a brand’s message is that much more probable.