Companies must constantly reinvent themselves to stand out from the crowd and make an impact on consumers’ minds. The ultra-competitive beauty and cosmetics sector is not immune to the need to renew itself and be creative in order to win new customers. In a society where advertising is omnipresent, brands must use creativity and imagination to appeal. Alioze brings you some of the best beauty ads of recent years.
One of the winning strategies is to link a digital communication campaign to an event. Take the case of Dior Makeup, which in October 2018 is launching a short film for Halloween.
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Conceived in-house by Creative and Image Director Peter Philips, the commercial highlights some of Dior’s flagship cosmetics in a disturbing universe. Model Bella Hadid moves through an imaginary world to the sound of scary music. Three sequences highlight beauty looks in black, white and red. The red Dior 999, the real hero of the first seconds, is then associated with the Dior rouge blush 999, then geometric designs enhance the model’s face. Through this fantastic dream, Dior invites you to travel in a magical universe by transforming yourself for a moment and leaving room for your imagination.
The impact of this beauty ad was immediate. Many tutorials have emerged on the Internet to reproduce looks with Dior products, a good way to promote the brand.
Chanel always chooses iconic women to promote its N ° 5 perfume. After Marilyn Monroe, Catherine Deneuve, Carole Bouquet, Nicole Kidman, it is the turn of the daughter of Johnny Depp and Vanessa Paradis to represent the house of Chanel. Wishing to conquer millennials, Chanel seeks to adapt to the internet market and social networks. The brand changes its face from the image of a powerful and mature woman, to a bubbly and free teenager. In 2016, an advertising film featured youth and its contradictions. The slogan “You know me and you don’t” is addressed to young women who know the perfume, but who have never really dared to approach it.
More recently, in 2019, Jean-Paul Goude celebrates Christmas with magic. Lily-Rose Depp sits on an oversized perfume bottle and reads the future in a snowball. The number 5 then comes out as a gift. Chanel amazes, between softness and freshness.
One of the most beautiful beauty commercials of recent years was produced for Sephora with the “The Infinite Power of Beauty” campaign. It takes the form of a commercial broadcast on the Internet, in movies and on television. The international company evokes a universal subject, yet little discussed: the deep intimacy of women, their relationship to the body and its beauty and self-confidence. The film traces the life of a woman from childhood to middle age. Discreetly, cosmetics accompany the key moments of his life. In front of the mirror, her gaze never ceases to evolve until she accepts herself as she is.
With this committed speech, Sephora hits hard with its customers. It also manages to conquer a new audience, the target being very wide. The brand is positioned here for women of all ages and throughout their lives.
The subject of the woman’s self-gazing is also the theme of Dove’s powerful commercials. For several years, the brand has based its marketing strategy on natural beauty and features “normal” women, far from the aesthetic canons generally imposed by advertising.
Dove has always showcased different beauties and proves it once again with this “You’re more beautiful than you think” communication campaign.
In 2004, following the realization of a study in 10 countries of the world which revealed that only 2% of women considered themselves beautiful, Dove decided to base its communication on the beauty of all women with their particularities by filming women with beauties. natural. The campaign was a success and made the rounds of the media and the women’s press.
In 2006, the film “Dove evolution” traced in one minute the transformation of a woman with digital tools, showing how the perception of beauty is distorted by advertising which conveys false images.
In 2013, Dove made a new film in which a woman describes herself to a man who draws his portrait without seeing her. Then a relative portrays her in turn. The result is striking. When the woman compares the two portraits, she sees one person more beautiful than the other. This experience shows the gap between reality and the way we see ourselves.
In 2020, L’Oréal achieves a major communication blow by surfing the period of confinement. Thanks to Eva Longoria’s tutorial on her dye against gray hair, the brand gained significant visibility. The Ambassador uses her smartphone to film herself doing her hair color at home. The strength of this video lies on several levels. The brand manages to use the time in confinement wisely. It shows that the star is a person like everyone else and allows clients to fully identify with each other.
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We are all in the same boat. Thanks to the humorous tone, the simplicity of the message and the technique, L’Oréal plays more than ever on proximity and its image of a brand accessible to all because, as their advertising slogan impregnated in memories says: “we well worth it ”.
Don’t hesitate to call on the expertise of Alioze if you too want to create impactful beauty ads.