2. Objective
- Ownership of attributes
- “makes me feel good in my skin”
- “in touch with me and my needs”
- “caring”
3. Stages of Caring: Ages 20-29
Making the woman look good - “Personal care
focus is for external appearance”
Needs to feel gorgeous, exuberant, energetic,
glowing
4. Stages of Caring: Ages 30-39
More about nurture nearing mothering age -
“Patch up jobs to temporarily improve
appearances are a theme”
Needs to have moments to myself, little
indulgences, “still got it”
5. Stages of Caring: Ages 40-49 (Older kids)
Looking okay under difficult circumstances -
“Anti-ageing becoming a priority”
Needs to hold back the time, enjoy affordable
little luxuries, big picture wellness
6. Stages of Caring: 45-55 (Kids left home)
Being the enabler of her ageing gracefully and
having good skin - “Feeling comfortable is a
skin care issue”
Needs to maintain dignity, self-respect and age
gracefully
8. Challenge #2
Skin Type defines care:
- Sensitive skin - soothing effect and no
breakouts
- Ageing skin - protection against age and
drying
Emotional and functional aspects of care
9. What can caring mean?
- Anticipating needs before the woman does
- Feel safe, cuddled, pampered, comforting
- Watch your back, looking out for you
- Not worry about brand choice
- CSR element
- Create space for user
10. Brand Love
- The degree of passionate emotional
attachment a satisfied customer has for a
particular trade name
- Comprises of passion for the brand,
attachment to the brand, positive evaluation of
the brand, positive emotions in response to the
brand, declarations of love for the brand
11. Brand Love
- can cause an increase in positive WOM and
brand loyalty
- can mitigate the effect of negative feelings on
brand loyalty
- can be increased by self-expressive aspect
of brand / product
Source: Some Antecedents and Outcomes of Brand Love, Barbara A. Carroll and Aaron C. Ahuvia,
Marketing Letters, Vol. 17, No. 2 (Apr., 2006), pp. 79-89
12. Further Research Insights
Feel good in my skin = at peace with / thrilled with self
and ready for whatever comes next
Symbolism – public ‘mask’, causing them to be unnatural;
being caught without the mask is seen as disadvantageous
Result – being good enough when seen naked
Tension – brand X is a ‘mask’ brand
13. Further Research Insights
In touch with me and my needs =
- Relaxed, worry and care free, having ‘me time’ to
pamper and replenish themselves (balance)
- ‘Getting’ me and my lifestyle, proactively thinking
about my needs, innovating to suit me, speaking my
language, having a history with me (support)
14. Further Research Insights
‘feel good’ - brand benefit and affinity (love)
‘in touch with my needs’ - brand relevance and
performance (meaningful)
15. Existing brand attributes
Brand X espouses:
- Heritage
- Efficacy
- Available worldwide
- Innovative
- Reliable
- Value for money
- Range
16. How Brand X can be self-expressive
- The brand your mum uses
- Celebrating beautiful moments
17. Why?
A mum is a timeless role that relates to everyone; people
are mothered or are mothers. Mums evoke feelings of love,
care, trust and beauty. Skincare advice from mums are
trusted, as daughters are likely to have similar skin types.
Mums themselves are a significant consumer base.
Reinforces the heritage that Brand X stands for.
Opportunity: Mums are taken for granted
18. The case for Moms
● 90% of Moms used social networking platform
● 78% visited a friend’s page
● 37% read product reviews
● 31% read posts in community forums
● 14% visited coupon sites
● 12% used Twitter
● 6 in 10 Moms claimed social media affected a purchase decision
● 49% of Moms purchased a product as a result of a social media site
● 34% of Moms with Smartphones say they’ve used them for an online
purchase
● 54% of Moms with Smartphones intend to use them for an online purchase
Source: http://bigfuel.com/research-momentum/moms-wont-like-your-brand-if-you-clutter-up-her-facebook-page-with-promotions
29. Key Takeaways
Only mums know their child, a mum is ‘obliged’
to care (taken for granted)
30. The Brand Your Mum Uses
ATL executions:
Mums as ambassadors for Brand X in departmental stores
- credibility of skincare routine
- credibility of mums allowing consumers to focus on other
tasks rather than choosing the right product (meets time-poor
needs)
Organise ‘me-time’ events, where mums gather to relax
31. Online Ambassadors
“My son came home from school, the back of his hands and
his knuckles were red and raised and tender. The people
around me said "oh he has a viral rash, off to the drs" and
"he has s terrible skin rash, off to the drs" I thought in my
head I know what will fix this (I'll give it 3 Days). I went home
and pulled out my trusted Brand X hand cream.
Well I didn't have to wait 3 days, overnight it had lessened in
severity by half. It was completely gone within 2 days.
Washing our hands in winter can dry out and damage
anyone's hands, luckily I found Brand X which is the best
hand healer I have found. Thank you”
- Lyndel Stone, Facebook, 13 Aug 2014
32. The Brand Your Mum Uses
Re-issue of limited edition tin cans to emphasise heritage,
as collectibles
Recycling old cans or product packagings for CSR
NPD for pump bottle for in-shower moisturiser, pregnant
mum kit
33. On Social
- Facebook “Buy” button (Immediacy, instead of redirection)
- Assuring mums that they are doing the right job /
empowerment (already doing)
- Helping time-poor mums e.g. posting recipes
- Explore possibility of product ratings on FB page
34. Celebrating Beautiful Moments
Why? - Tension between being comfortable in own skin
and ‘mask’ products leads to a need for beauty redefinition
Dove does real beauty / inner beauty / self-esteem so
instead we’ll focus on beautiful moments
e.g. mum breastfeeding her child, her face when her child
graduates, the birth of a new child
35. Intended effect
- seen as a brand that cares about and celebrates the
simpler things in their consumers’ lives (meaningful)
- capturing beauty in the everyday
36. Execution
- Popularise the phrase “beautiful moments make people
beautiful”
- Own #beautifulmoments, which has already been used
61480 times on instagram
- Competition for most engaged post
37. Content Focus
The value of shares VS comments VS likes
Second level S/C/L
38. Current Strategy (from GSP)
- innovative brand with the most caring
products
- loved brand that is closest to consumers’
hearts
- unique brand with the clearest picture in
consumers’ minds
