2. What are the benefits (rational and emotional) of the product you’re promoting in your print ad?
The product makes the consumer feel sensual and beautiful. The consumer feels self confident
as she walks on the streets of the busy city life.
What do women think and feel when they use it? What does the product do to the skin?
Women feel empowered and ready to tackle their busy lives. The product nourishes, rejuvenates and
moisturizes her skin and keeps it nourished throughout the day, making her feel like a Goddess.
What are the symbols, icons or personalities that could be associated to this product?
(It’s like… it makes me think about… it reminds me of…)?
It makes me think about romance, a quiet evening enjoying a glass of Champagne. It makes me feel relaxed and
beautiful after a long and busy day.
What’s the profile of the women who would be attracted to the product? Lifestyle? Age? Job?
Link with beauty? To others?
The profile of the women that would be attracted to the product is a woman who takes care of herself and wants to feel
her skin nourished and radiant. The product is for the modern and professional woman of today in her 30’s, 40’s and 50’s
whose lifestyles are very busy and want to feel nourished and rejuvanted throughout their day. The product is linked with
beauty in that it makes the skin feel like porcelain and it is hard to resist to others.
In what way is it modern and radically different from conventional cosmetics communications?
It is modern because it has Paris written all over it, a city of enlightment and modernism which makes
the product more attractive to today’s modern and professional lady.
What ideas do you have that could make this campaign a movement, a real“thing”?
One idea is to have shopping sprees and ways for the consumers to test the product so that they
can purchase it and they can win prizes like winning a trip to Paris, London, or New York.
How can your idea be developed in other points of contact?
Via video production, blogging, radio advertising, event sponsorship.