Beauty brands lecture

Beauty Brands lecture (demographics)

Seven brands that changed the face of beauty marketing 

• Started with door to door sales, no adverts at the beginning, example, avon lady made jobs for women and working on beauty counters 

Estee Lauder 

• became an apprentice with a chemist 
• 1947 launched own company because a magazine company turned her down so she sent them door to door

Clinique 

• owned by Estee Lauder 
• concerns about chemicals 
• fragrance free and hypoallergenic 
• put chemicals over the top to mask the smell
• allergy tested? marketing ploy 
• scientific packaging, lab coats and factories 
• mint green-gives medical impression 

Revlon

• convincing women to buy makeup for every season 
• nail varnish with colour, seasonality, chose new colours on the weather, mood 
• makeup because an accessory 

Max Factor 

• selling through celebrities 
• russian-watching him but escapes to america 
• new formulas of makeup for films 
• makeup worn on all women 
• dark lips and thick eye lashes became popular 
• paid the celebrities to appear on his adverts

L'Oreal 

• synthetic dye 
• 20's shorter hair 
• launched a magazine for the women to wait for their hair to set 
• in salons only 

Ponds

• Pharmacist-founder 
• extract cold cream and vanishing cream 
• process and regime becoming popular 
• created skin are campaign 

Dove

• anti ageing 
• advert to appeal to everyday women 
• mask or correct issues on skin 
• questions beauty standards 

Tom Ford Beauty

• seduces you
• uses sex 

In the end it all comes down to money 

Olay is the biggest brand and legacy brand-women trust it 

1. Ads play on conscious and unconscious minds 
2. sex ads Freud's theory 
3. targeting aspiration, persuasion and emotion 
4. gets imagination 
5. need to understand and appeal to target audience 
6. there is a website at the bottom of the ad when the ad is aimed at youth 
7. social networking on ad 
8. selling emotions, lifestyle, attitude 
9. Dove: how the ad makes us feel, comfort, balance, quality, smooth, fresh, clean
10. Clinique: balance, freshness, green, appears simple
11. Olay: uniqueness, quality, heritage, luxurious, perfection 

The Use of colours: 

• distinct colour scheme 
• deliberate
• accentuate an emotion
• is always something that has a unique topic 
• pictures and colours
• colour flow 
• where does it draw the eye?
• does the colour in the background match the colour of the product on sale 

Authentic: focus on the customer