Olay Looking to Reinvigorate the Brand - Essay Example

1. Beauty Product Regenerist CC Cream Light 1. Introduction of Product Olay Regenerist CC Cream Light was launched by the US-based company Procter & Gamble (P&G)in the first quarter of 2014 as a 10 Minute Miracle Primer (Academic.mintel.com, 2014). This product helps to regenerate the skin’s appearance and to provide visible skin transformation (Academic.mintel.com, 2014). The product was recognized to be best New Facial Skincare Product according to the beauty Award 2014 (thebeautyawards.com, 2014). 1.2 What Was Done Creatively? In order to advertise the new product Olay CC creams through the year, P&G has spent £1.2 million on its Regenerist CC Cream solely (Academic.mintel.com, 2014). The company has invited actress Katty Holmes to be its global brand ambassador in order to promote the Olay products. The actress has been actively involved in various ads and mass media ads. The fact that the company has attracted such superstar as Katie Holmes has made the campaign successful. Celebrity endorsement in case of Olay has made the brand more recognizable in the eyes of potential customers. Also, it is possible to suggests that the presence of Mrs. Holmes has helped to increase loyalty of customers and reliability towards the brand. 1.3 Out of Store Communications - the #BestBeautiful campaign P&G has rolled out the #BestBeautiful campaign across multiple channels including TV, print, social media, and in-store displays, where the celebrity encouraged women “to never settle in any aspects of their life, including caring for their skin” (Academic.mintel.com, 2014, n.p.). 1.3.1. Facebook, Twitter, website Olay is very active in social media networks. It has 1.9 million fans and 61,000 followers (Lacy, 2014). For promoting its campaign Olay actively utilizes both Facebook and Twitter in order to communicate with and engage its target audience. For promoting its Regenrist products the company has also launched an interactive webpage for its users, where visitors are offered to create a personalized skincare regimen (Olay.co.uk. 2015). 1.3.2. YouTube and TV The company has launched six 7-second clips termed “affirmations”, where each actress was claiming her skincare goals: 1. Affirmation “I will look like I did the first day we met”. 2. Affirmation “I will make every carpet a red one.” 3. Affirmation 3: “I will laugh without lines.” 4. Affirmation 4: “I’ll look like I got my beauty sleep even if I’m up all night.” 5. Affirmation 5: “I want to be nominated for best skin ever. 6. Affirmation 6: “I want to have skin like a royal.” (Telfer, 2014). The campaigns with hashtag #BestBeautiful were also massively launched through TV. There were also launched additional TV spots during the Grammys on Jan. 26. (Lacy, 2014). Printed ads In addition to active online marketing campaign, the company has utilized printed ads (such journals as ELLE in order to promote its products to the target audience. 1.4. In Store Communication No information is available 1.5. Market share of the product No information is available 2. Beauty Product: Botanicals face moisturizer 2.1. Introduction of Product Botanicals face moisturizer is an organic skin moisturizer enriched with natural herbs and oils (Botanicals, 2014). The brand is positioning itself as a producer of organic and natural cosmetics and therefore its niche is quite narrow. While there is no information available regarding the Awards to the Botanicals face moisturizer, the company gets awards for its products, such as: The Green Parent Natural Beauty Awards, Free From skin care Awards, Best Organic Facial Skincare, and the Natural and Organic Awards 2010 (Botaicals.com, 2014). 2.2. What Was Done Creatively? There could not be found any grandiose marketing campaign launched by the Botanicals brand. In promoting its product the company focuses on the products and organic natural ingredients. For promoting its products, the Botanicals focuses on promoting the quality of its products, the natural benefits, and organic ingredients used for blended by hand products. That is why the marketing promotion is limited in the company as it relies on the brand’s reputation. In order to grow its reputation, the company is actively participating in various product certifications, and the label of certification mark is considered to be the unique selling point of the company. 2.3. Out of Store Communications However, despite its small sizes comparing to such globally operating giants as Avon and P&G Botanicals has been active in such social media networks as Facebook and Twitter. 2.3.1. Facebook, Twitter 2.4. In-Store communication There is no information on in-store communication as the major sale platform of the company is its corporate website. Botanicals products can be distributed in various organic shops or networks, however, what information and in what way/form is communicated to the end customer is not known. 2.5. Market share of the product No information is available 3. Beauty Product: Avon Goddess Eau de Parfum Spray 3.1. Introduction of Product Fragrance type: Eau de parfum (medium scent) of ethereal floral of watery freesia, angelic musk and mystical muguet (Avon Goddess Eau de Parfum Spray, n.d.). Avon has positioned this product as a scent enabling women to discover their inner Goddesses. It is designed for women who inspire others (Avon Goddess Eau de Parfum Spray, n.d.). 3.2. What Was Done Creatively? Avon increased its advertising spend to just under £723,000 for the first five months of 2014 alone (2013: £400) (Academic.mintel.com, 2014). In order to promote its products online, the company regularly features giveaway competitions and product promotions via its Facebook page (Academic.mintel.com, 2014). However, for promoting its new Goddess Eau de Parfum Spray Avon has failed to launch any creative promotional campaign. 3.3.Out of store communication 3.3.1. Facebook, Twitter The company has failed to utilize social media networks in order to promote the newly launched product Goddess Eau de Parfum Spray. Instead, the company has used its own social media platform (reviews.avon.com) in order to engage with existing and potential customers via word-of-mouth power  (Avon, 2014). The company failed to adopt and execute on a comprehensive social media strategy. With Avon’s product, the key sales channel had been direct sales, and in the age of the Internet and social media, the company has failed to make its direct selling model relevant. While there are no breakdowns of sales for the Goddess Eau de Parfum sales, it is clear that its many negative reviews puts it at the bottom in terms of sales performance for individual products. 3.3.2. TV, Radio No information is available 3.4. In-Store communication The product is sold via direct sales channel. No in-store communication is suggested at this stage. Only consultation of Avon sellers. 3.5. Avon’s market share of product in comparison to competitors. Figure 1 Leading beauty and personal care retailers’ shares of spending on personal care goods, 2012 (Source: (Mintel Reports). References: Academic.mintel.com, (2014). Colour Cosmetics - UK - July 2014, Mintel Group Ltd. [online]Available at: http://academic.mintel.com/display/709799/?highlight Academic.mintel.com, (2014). Olay looking to reinvigorate brand with new campaign, updated formulas, and Katie Holmes - 29th October 2014, Mintel Group Ltd. [online] Available at: http://academic.mintel.com/display/721194/?highlight Avon Goddess Eau de Parfum Spray. Retrieved 13 January 2015, from http://www.totalbeauty.com/reviews/product/500425/avon-goddess-eau-de-parfum-spray Avon, (2014). Avon - Goddess by AVON Eau de Parfum Spray customer reviews - product reviews - read top consumer ratings. Retrieved 13 January 2015, from http://reviews.avon.com/5588/6123/reviews.htm Botanicals, (2014). Nourishing face moisturiser: rose & camellia. [online] Available at: http://www.botanicals.co.uk/natural-face-moisturiser-rose-camellia/ Telfer,. (2014). Bustle. Bustle.com. Retrieved 13 January 2015, from http://www.bustle.com/articles/12623-olays-new-ad-campaign-your-best-beautiful-promotesunachievable-beauty-goals Thebeautyawards.com, (2014). Awards Shortlist:Beauty Magazine. Retrieved from http://www.thebeautyawards.com/awards-shortlist Lacy, L. (2014). Olay Campaign Positions #BestBeautiful as Rallying Cry Among Women. ClickZ. Retrieved 13 January 2015, from http://www.clickz.com/clickz/news/2324320/olay-campaign-positions-bestbeautiful-as-rallying-cry-among-women Olay.co.uk. (2015). Regenerist. Available at http://www.olay.co.uk/en-gb/olay-story/regenerist Read More