L'Oreal Men Expert
Introduction
I have been asked to conduct a report on a recent cosmetic advertising campaign; the campaign that I have chosen to base my report on is: ‘L’Oreal Men Expert’ with Pierce Brosnan as a spokesperson for the product (Link to advertisement is located in Bibliography). This advertisement campaign is mainly aimed at middle-aged men with an average income. When a man hits the age of 30 it is said that they are in their prime. Middle-aged is when you are around about 35-40 years to start with, leading up to the ages of 55-60. This campaign was released in early 2008, at that stage Pierce Brosnan was 54 years old and yet “his skin resembles of someone maybe 20 years his junior” (Newsham, 2008). Brosnan simply portraits that apart from everything in his life, there comes a time where he has to look after his skin and by using phases such as “fight for the causes I believes in”; really attracts the customers attention; making them think (Visit4U, 2008). Having Pierce is a spokesperson is a good way to target middle-aged men to buy this product, as men are reluctant to buy beauty cosmetics; therefore by setting out a role model such as the former 007; builds up their confidence. Not only this, but the product reflects on the condition that he has kept his skin. Male skin care products are known to be a growing market, as a majority of them are interested in looking good. Product prices may vary and start at around about £7 to £12, depending on what product you buy (Telegraph, 2005).
Segmentation, Targeting & Positioning
Segmenting the market in which they have placed their product in, not only allows them to target those customers that have a basic need; but also to identify those customers who seek different needs and are harder to target. I personally feel that there are two different forms of segmentation used in this campaign; which are demographic and psychographic (in-depth table located in Appendix 1). Both segmentation variables give two different
I have been asked to conduct a report on a recent cosmetic advertising campaign; the campaign that I have chosen to base my report on is: ‘L’Oreal Men Expert’ with Pierce Brosnan as a spokesperson for the product (Link to advertisement is located in Bibliography). This advertisement campaign is mainly aimed at middle-aged men with an average income. When a man hits the age of 30 it is said that they are in their prime. Middle-aged is when you are around about 35-40 years to start with, leading up to the ages of 55-60. This campaign was released in early 2008, at that stage Pierce Brosnan was 54 years old and yet “his skin resembles of someone maybe 20 years his junior” (Newsham, 2008). Brosnan simply portraits that apart from everything in his life, there comes a time where he has to look after his skin and by using phases such as “fight for the causes I believes in”; really attracts the customers attention; making them think (Visit4U, 2008). Having Pierce is a spokesperson is a good way to target middle-aged men to buy this product, as men are reluctant to buy beauty cosmetics; therefore by setting out a role model such as the former 007; builds up their confidence. Not only this, but the product reflects on the condition that he has kept his skin. Male skin care products are known to be a growing market, as a majority of them are interested in looking good. Product prices may vary and start at around about £7 to £12, depending on what product you buy (Telegraph, 2005).
Segmentation, Targeting & Positioning
Segmenting the market in which they have placed their product in, not only allows them to target those customers that have a basic need; but also to identify those customers who seek different needs and are harder to target. I personally feel that there are two different forms of segmentation used in this campaign; which are demographic and psychographic (in-depth table located in Appendix 1). Both segmentation variables give two different