Competitive Creative Overview Master Final Copy.Key

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  • Natural Match, as the new permanent, ammonia-free formula is called, uses Color-Calibrated technology to deliver dimensional, glossy and reflective tones, a challenge in the at-home hair color category. While Natural Match aims to provide women with a true match to their natural color, perhaps most importantly it aims to demystify the hair color selection process.




  • Questions:
    Do we need to include Last run, Total No. of Airings and Cost?



    Main Benefit: Gentle color that won’t look artificial and natural color that compliments your skin tone.

    Gentle color that wont look artificial; glossy, polished color that looks natural and compliments your skin tone









  • Questions:
    Do we need to include Last run, Total No. of Airings and Cost?
  • Our understanding is that the trademark process for “haircolor that changes everything” is in progress but our hope is that we’re at a stage where we may be legally justified in defending the use of the line. Does the fact that the line has been used in market for several weeks (it’s on the website) help us make an argument?
  • In-Books: Vogue, W-National
    SP versions of this Ad ran in latter half of 2006 and in 2007.
  • In-Books: Real Simple, Allure, Glamour
  • In-Books: Real Simple, Allure, Glamour
  • In-Books: Real Simple, Allure, Glamour
  • In-Books: Vogue October 1st
  • In-Books: Vogue October 1st
  • In-Books: Self, In style, Beneatha Hunter

  • March 1
    st
    Cosmopolitan




    2007 Print: They no longer use the hair color swatch visual in the background. The copy talks to the RTBs of Aloe and green tea that is depicted visually.
  • Vanity Fair May 1st
  • FSI Drop September 2007
  • FSI Drop September 2007
  • No print in 2008


  • Natural Match, as the new permanent, ammonia-free formula is called, uses Color-Calibrated technology to deliver dimensional, glossy and reflective tones, a challenge in the at-home hair color category. While Natural Match aims to provide women with a true match to their natural color, perhaps most importantly it aims to demystify the hair color selection process.
  • Globally Nutrisse continues to identify and feature, local celebrities not A-listers while staying true to the brand’s core benefit message of “nourished hair, better color”. The brand also remains consistent with their strategy of bringing new news through shade collections



    Davina McCall – UK
    Sarah Jessica Parker – US
    Australia – SJP & (2008 – 2009) Ran spread executions featuring Natalie Bassingthwaighte
    SA: SJP
  • Globally Nutrisse continues to identify and feature, local celebrities not A-listers while staying true to the brand’s core benefit message of “nourished hair, better color”. The brand also remains consistent with their strategy of bringing new news through shade collections



    Davina McCall – UK
    Sarah Jessica Parker – US
    Australia – SJP & (2008 – 2009) Ran spread executions featuring Natalie Bassingthwaighte
    SA: SJP
























  • Competitive Creative Overview Master Final Copy.Key

    1. 1. Competitive Overview L’Oreal Natural Match Garnier Nutrisse Sunday, March 22, 2009
    2. 2. L’Oreal Natural Match Sunday, March 22, 2009
    3. 3. L’Oreal Natural Match - Key Facts L’Oreal Natural Match Campaign was launched in the US and UK in 2006. • Current Ingredients - Ammonia-free permanent color cream, uses Color-Calibrated • technology to deliver dimensional, glossy and reflective tones. – Nutri-Gloss Infuser™ made with 100% natural pomegranate, apricot and jojoba oils (rich, glossy shine) – Hydra-Gloss Conditioner enriched with aloe, and green tea (to deeply condition hair) Sunday, March 22, 2009
    4. 4. L’Oreal Natural Match - Creative Overview Overall Equity: Natural Color • Brand character: Natural, warm, friendly, approachable • • Penelope Cruz is brand’s spokeswoman in NA & Global since launch. • In NA, Current Messaging: – High gloss color – Natural – No ammonia • In NA, high-gloss color is main benefit: – 2008 Creative had some overlap with P10: “hair that changes everything”; liquid hair look; high gloss color – Slight messaging shift from 2007, which was more about natural color • In 2009 in NA, no advertising seen so far for Print & last run of the “Its What I’ve Been Waiting for” :15 spot (2008 execution) was monitored on February 28th. Sunday, March 22, 2009
    5. 5. L’Oreal Natural Match - Creative Overview • In the UK & global regions look tone and feel advertising remains consistent (spots are mainly adaptations) – AAI & South Africa run pick-ups of UK spots and vice versa. • Current messaging remains similar to that of NA – High gloss color – Natural – No ammonia • Globally the brand introduced new shade collection tags. – “Glossy Chocolates” in 2007 – “Glossy Blacks” in 2008 • Refreshed TV of NA execution was launched globally in 2008 with a new shade collection “Glossy Blacks” (“Glossy Chocolates” in 2007). 5 Sunday, March 22, 2009
    6. 6. L’Oreal Natural Match TV (2006) Messaging strategy: “Natural Look” :30 • Benefit: Gentle & natural color First Run: January 16th – RTB: no ammonia Other support: Shade selector service helps “Guessing Game Over” :15 select shade that looks naturally best on you and • tones that looks best on your skin First Run: March 20th – Messaging strategy: “Let Your Color Shine” :30 • Benefit: Gentle, glossy & polished color First Run: August 14th – RTB: no ammonia Other support: Permanent Sunday, March 22, 2009
    7. 7. L’Oreal Natural Match TV (2006) - Insights 2006 launch advertising features Penelope in the same setting and environment. Initial TV executions call out the shade selector service, while TV executions in the latter half of 2006 discontinue the mentioning of this service. RTB remains consistent through out the 2006 executions. Slight messaging shift in “Let Your Color Shine” :30 spot to incorporate additional benefits of “Glossy, polished” color that looks natural. Sunday, March 22, 2009
    8. 8. L’Oreal Natural Match TV (2007) Messaging strategy: “Look Natural” :30 • Benefit: Natural color that compliments your skin First Run: January 19 – tone RTB: no ammonia, aloe and green tea Other support: Permanent “Look Natural” :15 • Play corresponding TV and then talk to the First Run: January 19 – obeser vation slide. Sunday, March 22, 2009
    9. 9. L’Oreal Natural Match TV (2007) - Insights In 2007 TV executions, we find major shift in messaging; brand introduces an ingredient story by adding new RTBs “aloe and green tea” Overall advertising continues to support the overarching idea that “natural color compliments you skin tone”. 2007 executions do not talk to the shade selector service. Sunday, March 22, 2009
    10. 10. L’Oreal Natural Match TV (2008) Messaging strategy: “Hair Color that Changes • Benefit: Helps block damage, glossy, shiny color Everything” :30 RTB: Natural Aloe & Natural Pomegranate First Run: January 11th – Other support: Permanent Play corresponding TV?? “What I’ve Been Waiting For” :15* talk to this • and then First Run: March 3rd – slide... * Last run of this spot was February 28, 2009. Sunday, March 22, 2009
    11. 11. L’Oreal Natural Match TV (2008) - Insights Much more so than previous spots, 2008 executions emphasizes the benefit of “high gloss color” while continuing to speak to traditional “natural” benefits like “no ammonia” and “helps block damage”, both of which are supered in the spots. The spots calls out “100% Natural Aloe” and “100% Natural Pomegranate” as RTBs. The addition of pomegranate is new news as they were most recently communicating aloe and green tea as ingredients. They are also calling out that the pomegranate ingredient is “anti-oxidant” rich. Insights / Implications The first :30 execution went directly against one of the key benefits of Madonna – high gloss color. In an attempt to cause even further consumer confusion, they have also usurped Madonna language by directly lifting the “haircolor that changes everything” copy. Additionally, the “anti- oxidant” message follows the lead of Natural Instincts, which is also calling it out as a RTB the “less damaging” benefit. Sunday, March 22, 2009
    12. 12. L’Oreal Natural Match Print (February 2006) - US Weekly Sunday, March 22, 2009
    13. 13. L’Oreal Natural Match Print (May 2006) - Glamour (1 of 3) Text Sunday, March 22, 2009
    14. 14. L’Oreal Natural Match Print (2006) - Glamour (2 of 3) Sunday, March 22, 2009
    15. 15. L’Oreal Natural Match Print (May 2006) - Glamour (3 of 3) Sunday, March 22, 2009
    16. 16. L’Oreal Natural Match Print (July 2006) - Vogue (1 of 2) Sunday, March 22, 2009
    17. 17. L’Oreal Natural Match Print (July 2006) - Vogue (2 of 2) Sunday, March 22, 2009
    18. 18. L’Oreal Natural Match Print (August 2006) - Self Text Sunday, March 22, 2009
    19. 19. L’Oreal Natural Match Print (March 2007) - Cosmopolitan Sunday, March 22, 2009
    20. 20. L’Oreal Natural Match Print (May 2007) - Vanity Fair Sunday, March 22, 2009
    21. 21. L’Oreal Natural Match FSI (September 2007) (1 of 2) Sunday, March 22, 2009
    22. 22. L’Oreal Natural Match FSI (September 2007) (2 of 2) Sunday, March 22, 2009
    23. 23. L’Oreal Natural Match FSI (2008) Sunday, March 22, 2009
    24. 24. Garnier Nutrisse Sunday, March 22, 2009
    25. 25. Garnier Nutrisse - Key Facts The Garnier Nutrisse campaign launched in NA featuring Sarah Jessica Parker in 2000. • – In the UK, featuring Davina McCall in 2004 – In CA, Current Ingredients - Permanent haircolor creme that nourishes with grapeseed and • avocado oil – Avocado enriched conditioner In NA, Nutrisse Color Creme oers 38 shades (3 brunette shades fall under Nutrisse’s • Nutri-Brown Collection). In UK, Nutrisse Color Creme oers 26 shades – Sunday, March 22, 2009
    26. 26. Garnier Nutrisse - Creative Overview • Target: Casual style seeking women, 25-54 who want to color their hair but are afraid of damage, striving to balance a busy live without compromising great looking hair. • Overall Equity: Nourishing Color -that cares as it colors • Brand Character: Natural, modern, active, upbeat • Nutrisse is our biggest threat; the brand is growing all over the world and infringes on the territory of both NNE (character, tone) and NI (health benefit, natural ingredients) • Current messaging is consistent in NA and globally: – Nourished hair for better color – 2x Avocado Oil – 100% Grey coverage • Nutrisse is a model of consistency; the look/tone/feel of advertising is templated globally. – Growing in most global markets while touting the same benefits and RTBs across the board - Globally the brand continues to stay true to the brand’s core benefit message of “Nourished hair, better color” - Benefit from the halo of other categories (using same local celebrities) – Sunday, March 22, 2009
    27. 27. Garnier Nutrisse - Creative Overview • Garnier is using a local celebrity strategy; executions dier in market – Relatable women in everyday settings; local celebrities not A-listers. – Brand spokesperson in US, AAI SA: Sarah Jessica Parker – Brand spokesperson in Canada: Chantal Kreviazuk – Brand spokesperson in UK: Davina McCall • Advertising sometimes features :05 tags from skin care Shade Collections – Shade collections continue to be a key driver of the business and are consistently supported around the world – Eective use of shade promotions to bring “new news” and maintain shelf space Sunday, March 22, 2009
    28. 28. Garnier Nutrisse TV (2005 - 2006) Messaging strategy: “Better Color” :30 • Benefit: Nourished hair, better color; rich- luscious nourishing color First Run: March 7th, 2005 – RTB: Grapeseed and avocado oil Other support: Nourished hair takes color better “Better Color” :15 • and holds it longer root to tip, 100% grey First Run: April 25th, 2005 coverage. – Messaging strategy: “Something Fabulous” :30 • Benefit: Nourished hair, better color; rich, radiant First Run: March 21st, 2006 – color RTB: Grapeseed and double the avocado oil Other support: Nourished hair takes color better “Something Fabulous” :15 • and holds it longer root to tip, 100% grey First Run: March 27th, 2004 – coverage. 28 Sunday, March 22, 2009
    29. 29. Garnier Nutrisse TV (2007 - 2008) “Something Fabulous w/ Nutritioniste Messaging strategy: • Benefit: Nourished hair, better color; rich, Tag” :30 radiant color First Run: March 19th, 2007 – RTB: Grapeseed and double the avocado oil Other support: Nourished hair takes color better and holds it longer root to tip, 100% grey coverage. Messaging strategy: “The Secret to Better Hair” :30* • Benefit: Nourished hair, better color; rich, First Run: March 24th, 2008 – radiant color RTB: Grapeseed oil concentrate and avocado “The Secret to Better Hair” :15* • oil. First Run: April 28th, 2008 Other support: 100% grey coverage. – *Last run of these spots were monitored the w/o 3/16, 2009 29 Sunday, March 22, 2009
    30. 30. Garnier Nutrisse TV (2005 - 2008) Insights The look, tone and feel of advertising remains consistent. In all TV executions, Nutrisse continues to link nourishment to a color benefit and stays true to the brand’s core benefit message of “nourished hair, better color. Besides the traditional message of “nourished hair means better color”, executions from 2006 - 2008 also tout “rich, more radiant color root-to-tip” and 100% gray coverage as additional benefits. RTBs remains the same for all executions from 2005 - present. In 2008, both TV and Print prominently highlight the grape seed component (ampoule) to further drive the nourishing benefit. In 2009, we see only FSI drops for Print and a continuation of 2008 “The Secret to Better Hair Color” :30/:15 TV executions. Sunday, March 22, 2009
    31. 31. Garnier Nutrisse Print (April 2005) - Martha Stewart Living Sunday, March 22, 2009
    32. 32. Garnier Nutrisse Print (May 2007) - Glamour Sunday, March 22, 2009
    33. 33. Garnier Nutrisse Print (May 2008) - More Sunday, March 22, 2009
    34. 34. Garnier Nutrisse Print (May 2008) - People 34 Sunday, March 22, 2009
    35. 35. Garnier Nutrisse FSI (January 9th) - New York Post Sunday, March 22, 2009
    36. 36. Garnier Nutrisse FSI (December 2005) - Burlington County Times Sunday, March 22, 2009
    37. 37. Garnier Nutrisse FSI (April 2006) - Newark Star Ledger 37 Sunday, March 22, 2009
    38. 38. Garnier Nutrisse FSI (October 2008) - New York Daily News (This FSI creative was tracked this month, March 2009) 38 Sunday, March 22, 2009
    39. 39. Garnier Nutrisse FSI (February 2008) - New York Daily News 39 Sunday, March 22, 2009

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