Under the tough competition, there are only two brands whose recent communication deserves a eyes on– Lancôme Absolute and Olay Regenerist. Actually neither of them have big ideas , but stand out with smarter executions …
Lancome 'ABSOLUTE premium' – Hi-tech, Golden luxury
1. Memorable Technology. When consumers are tired of hearing '7 day promise' over and over again, Lancome tried to convince them with a stronge RTB - a beautiful named technology- 金纯卓颜. The name could outline the technology feature immediately as well as strengthen the premium quality....plus, an iconic tech. Temo Tool sits on shelf telling about the product story vividly.
Its true that brands talk abt technology everyday...but smart creative brings it to live, convincing your consumers mabye just 5% more.
2. 'Golden experience'. Overseeing its golden bottle, golden visual, golden brand name, and even their print-ad using some special 'golden glittering materials', you are fully impressed of the luxury imagery. Disregarding liking it or not, you simply can't ignore it.
Olay Regenerist – 'Reborn' package, Super Cream
If there is one thing I have feel most impressive from P&G marketing, it's the clear concept as well as efficient innovation, no suprise this time too. The recent launched Olay Regenerist (Red Package) has hit the point again.
If there is one thing I have feel most impressive from P&G marketing, it's the clear concept as well as efficient innovation, no suprise this time too. The recent launched Olay Regenerist (Red Package) has hit the point again.
1. Average concept, shining package: Its P&G, even an average concept, they made it beautifully launched with tasty innovation and beautiful communications. Needless to say, just check out the bottle. And dont forget to compare with PONDS Age Miracle, you will find out the clear gap on the package design as well as communication quality
2. Super VFM – its good to say than hide. Its interesting to see this brand is not pretending to be 'premium' as every anti-age brand nowadays try to be, they post the product price on the visual and boosted a loud claim around it –"who said beauty only bought by money, lets have superior value under better price". And we love it :)
