Advertising in the Digital Age-How to Cultivate Customers

Advertising in the Digital Age-How to Cultivate Customers

The televised advertisements for L’Oreal True Match Liquid Foundation and Charlotte Tilbury’s new Airbrush Flawless Foundation appeal to women. The intrinsic message in L’Oreal’s advertisement is to improve one’s self-worth by covering up imperfections that may embody negative experiences. The main message in Charlotte Tilbury’s advertisement is the importance of feeling flawless intrinsically before using the product to enhance the same. The two advertisements use different approaches to pass the message to the audience. The first advertisement uses personal accounts of the women, while the second displays women who have achieved the feeling of flawlessness already. The advertisements reveal the attachment of personal character, self-esteem, and self-worth to the cosmetic product. The ability of the product to enhance an individual’s perception of their beauty is clearly communicated. The L’Oreal advertisement, which uses personal accounts, achieves greater practicality in convincing women to purchase.

L’Oreal True Match Liquid Foundation

Message from the media

The television advertisement highlights the elements and feelings associated with the True Match L’Oreal foundation usage. The main message in the advertisement is the worth of every individual regardless of their skin tone, background, or experience (OzLandTV, 2020). The advertisement uses people’s experiences in their lives and the way they feel when they use the foundation. The foundation is marketed as an ideal product in revealing an individual’s true self.

Consistency in the media

The message that the advertisement puts across is consistent throughout the video. As the different models narrate their past experiences prior to using the foundation, each story emphasizes everyone’s worth/value. The product is projected as one that restores the individual’s self-esteem and self-worth. This is captured in stories of bullying in school during younger years, a situation that can lead to the deterioration of an individual’s worth. The product’s ability to conceal blemishes yet still reveal the individual’s character and provide a physical match of the natural skin tone even after the application is emphasized. Watching this advertisement leads to a realization of the negative effects that past experiences can have on the physical and emotional aspects, as well as the ability of such a product to restore the sense of self-worth.

Lessons learned about the brand.

After watching the media production, I understood that the imperfections that women have on their skin weigh heavily on their self-worth, even when few confess to this fact. Women with visible flaws in their facial skin, such as birthmarks, hyperpigmentation, uneven skin tone, large skin pores, wrinkles, active acne, and acne scars, tend to feel like they are not at their best. Since these elements attract unwanted attention that usually intimidates the women, covering it up and still maintaining a natural outlook enhances their feelings and perceptions about their beauty. This makes women attached to specific makeup brands. They gain benefits that boost their confidence, which are mostly extra because they are rarely the main message in an advertisement (Garcia, 2016). I understood the brand’s value proposition clearly.

Influence on brand perception

The new knowledge positively influences my perception of the brand. I understand that the brand is important in ensuring women feel their best. Using the name true match is metaphorical because it also refers to the women’s ability to reveal their true personalities with confidence. The brand builds on these elements to achieve client loyalty, an aspect that is critical for increased sales. For clients who are not conversant with the brand and are seeking to use foundation or other makeup products, it is easier to make a purchase decision because they can relate to the personal accounts of the models. This increases the likelihood of obtaining new clientele who desire to improve or enhance their self-worth.

Improving the brand’s messaging and promotion

The messaging of the brand is executed well. However, the improvement would require affirmation of women’s benefits after using the product. For instance, the message ‘we are worthy’ can be communicated to a diverse population that reflects the Australian client base.

Charlotte Tilbury’s Airbrush Flawless Foundation

Message from the media

This televised advertisement conveys to consumers that achieving flawlessness is an internal element more than it is external. The tagline’ flawless is a feeling’ is used to convince the target market about the foundation’s ability to enhance this feeling. The main attributes of the product that enhance the feeling include its lightweight nature, which offers full coverage, hydration of up to 216 percent, lack of transfer, and reduction of the appearance of wrinkles by 22 percent (Charlotte Tilbury Beauty, 2019). In addition, the advertisement highlights its ability to cater to clients with varying skin tones.

Consistency in the media

This message is consistent with the message from the brand’s message throughout the media. The media highlights various aspects that are considered important to achieve flawlessness. The full coverage that the foundation offers allows clients to conceal blemishes on their faces. The media displays women who appear flawless because their skin’s blemishes or imperfections are not visible to the audience. The concealment of wrinkles also emphasizes the ability to achieve flawlessness. Wrinkles can obscure the appearance of facial skin, making it look mature. The product is expected to conceal these aging elements by 22 percent. The advertisement captures this aspect by featuring Charlotte Tilbury, a makeup artist with mature skin. The inclusion of other models from different age groups with flawless skin, which is achieved after using the product, emphasizes its effectiveness. Other essential elements that are highlighted as critical in the achievement of flawlessness include the skin’s condition prior to the application of the foundation. The skin should be well hydrated, an aspect that the foundation offers. From the advertisement, the mannerisms and expressions of the models indicate that the product should enhance its state of flawlessness, which should start from the inside (Charlotte Tilbury Beauty, 2019).

Lessons learned about the brand.

After watching the different channels, I learned the value that clients attach to makeup products such as foundation. The foundation is used to create a flawless base for other cosmetics that the individual may choose. In the process of creating the flawless canvas for further artistic expression, the client covers up some of the blemishes that remind them of unpleasant experiences. This concealment is marketed as full, medium, or light coverage. Therefore, in this case, the foundation plays the role of restoring the individual’s self-worth through physical beauty and uplifting the emotional and psychological elements (Goel, Sahai, & Singh, 2020).

A study conducted using the Mink, a 3D printer that visualized women in makeup, confirmed the excitement among subjects to see their transformed selves. Most of the subjects thought they were finally beautiful. This study agrees with the value that an individual is likely to attach to a makeup line once it makes them feel beautiful, an element of uplifted self-worth (Garcia, 2016). I also learned about the actual brand, which I was unaware of, and its perceived benefits to clients.

 Influence on brand perception

This new knowledge has enhanced my perception of the brand. I acknowledge its significance to the women who achieve the perceived benefits. I also find that it may be advanced because it pursues the intrinsic needs of the clients. This enables the brand to achieve a superior preference among clients. For individuals who barely know the brand, this information promotes their knowledge rapidly and makes the decision-making process easier. It is also effective in creating curiosity among viewers who may be willing to establish more information about the brand’s supposed benefits. One can easily research the product and identify whether other users portray the same message as the models in the commercial. The inclusion of hydration elements in the commercial is an added advantage because the aspect is not present in many brands, thus offering a comparative advantage over competitors.

Improving the brand’s messaging and promotion

The brand’s message can be improved by including real conversations about the women’s process of achieving flawlessness. The personal accounts of women are likely to persuade more women to use the brand in a bid to achieve the same feeling. To promote the brand further, I would include women with richer skin tones, diversity, and experiences. The diverse population is important in encouraging women from diverse backgrounds to use the brand. Furthermore, including the process of achieving full coverage for women by applying to the foundation is recommended. This should detail the process of application, the ease, and the extent to which the foundation is able to conceal the highlighted imperfections.

References

Charlotte Tilbury Beauty. (2019). NEW! Airbrush Flawless Foundation – TV ADVERT | Charlotte Tilbury. YouTube. Retrieved from https://www.youtube.com/watch?v=tu9xevfd1mg

Garcia, L. (2016). The Effects of Makeup on Women’s Self-Esteem. ProQuest Dissertations Publishing.

Goel, R., Sahai, S., & Singh, G. (2020). Effect on the Emotional Self-Esteem of Women with Reference to Makeup. Emotion and Information Processing, 55-77.

OzLandTV. (2020). L’Oreal True Match Liquid Foundation TV Commercial 2017. YouTube. Retrieved from https://www.youtube.com/watch?v=3rAIX5aOBeM

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The responsiveness of social media allows brands to tailor their messages more easily to suit the needs of the immediate moment, even while staying true to their images and product lines. As more people are staying home due to the recent pandemic, home improvement brands could emphasize the stress release of home improvement and the need to make homes seem like a refuge and an entertainment playground simultaneously. Engagement, combined with enhancing entertainment on social media, can likewise be fostered by humor.

Advertising in the Digital Age-How to Cultivate Customers

For example, Wendy’s is a fast food brand that has always been second to McDonald’s in terms of its brand recognition and sales. However, it has cultivated a funny social media profile that has earned the restaurant chain many Twitter followers and increased sales. In one exchange, someone asked Wendy’s Wendy’ster how much a Big Mac cost, to which the account (personified by a smiling red-haired little girl) responded, “Your di “unity” (Bikke,” 2019). This also enhances the pleasure of the experience of interacting with Wendy’s and Wendy’s media in real life, fostering a close relationship between the consumer and the brand. The brand allows the consumer to learn about new products. The brand is enhanced with more traditional television advertising depicting juicy, delicious burgers and tasty chicken sandwiches. Still, it has generated a new demographic of critical younger consumers who like the sassy, funny Wendy’s Wendy’svoice.

It should be cautioned, however, that not all brands can use Wendy’s media strategy with the same ease. Wendy’s sells a serious product, so cultivating honesty, empathy, and trust is not as necessary as, say, health insurance or cars (Bikker, 2019). Its demographic is also very young and savvy to the ways in which Twitter and online technology often make use of sarcasm and abrasiveness to make a point (Bikker, 2019). A product’s visual tone must be consistent, even if it adopts a slightly more informal tone on Twitter, where it may interact with followers on a one-on-one basis.

Still, many companies could learn from Wendy’s Wendy’sh in the digital age. Rather than simply promoting deals or deliciousness, Wendy’s has created a persona and ethos for its product that is far edgier than that of its primary competitor. McDonald’s consumers online and coveted younger consumers, in particular, are mistrustful of brands that make use of strategies that obviously appear to be advertising; Wendy’s has proved useful.

In this assignment, select two advertisements within the same industry (e.g., YouTube, newspaper, TV, or radio). Write a 5-page analysis of each advertisement for your marketing report based on the following criteria:

Describe the message conveyed about its brand.
Is it consistent with the brand’s brands throughout all of the media? How?
Did you learn anything new about the brand by looking at the different channels?
How does this view influence your perception of the brand?
How can you improve the brand’s branding?
What would you change to promote the brand further?