Creating an advertisement for a fictional cosmetic brand

1. IMC ASSIGNMENT
AD CREATION
-NILORMI DAS (A006)

2. Want to have the Grace
back naturally??
Ihana lip colour ‘Grace’ collection is inspired by the elegant Grace
Kelly is now even more moisturizing and comes with conditioning
formula. Arctic rose hip seed oil moisturizes the lips and makes them
soft and pleasant. The creamy formula of the lipstick together with
the radiant colour comes in four exclusive shades of red give your
face a fresh look. Shea butter and vitamins C and E provide further
conditioning and softness to the formula. More radiant shine with
Luminous Shine Technology: The lipstick feels light on the lips, and
the colours appear satiny sheen on the lips. . Lips are the symbol of
seduction — we taste and kiss with them and what better way to do it
than a Grace Kelly way!!!
Ihana presents ‘Grace’ winter fall collec

3. Consumer Targeted
• Young; middle aged women
• Well educated(specially in terms of
fashion)
• Up-scale: indicating life style and spending
behavior
• Use of self- paced medium : Magazines

4. Major Segmentation Variables for Consumer
Markets
• Demographic: Age- 20–34, 35–49
Gender  Female
• Psychographic: Social class upper middles, lower uppers, upper
uppers
Lifestyle Achievers
• Behavioural: Occasions  Regular occasion, special occasion
User status  Nonuser, potential user, first-time user
Usage rate  medium user, heavy user
Readiness stage Unaware, aware, informed, interested, desirous,
intending to buy

5. Source Attributes and Receiver
Processing Modes
• Credibility– Ad appearing in lifestyle magazine in the
second page; established Finnish Brand worldwide
• Attractiveness: use of Grace Kelly
• Power: power of the media used; Vogue, Harper Bazaar,
Marie Claire, Elle (printed in the back cover of respective
magazines)

6. Source Credibility
• Source:
Knowledge: The Ihana is a premium make up brand
available in India since 2006
It is a world wide know reputed brand for cosmetic
Priced INR 3955/-
Skill: Appeared in the world wide famous Vogue
magazine cosmetic review
Expertise: Since 1955 Ihana had emerged as one of
the well reputed cosmetic brand of Finland

7. Source Attractiveness
• Similarity: Use of Grace Kelly (famous
face)
• Familiarity: Famous name of Grace Kelly
who epitomizes fashion and elegance
• Likeability: Make people covet the beauty
and grace portrayed by the celebrity use

8. Mode of celebrity presentation
• Identification : Grace Kelly is a symbol of elegance and beauty
which can be coveted by any women
• Endorsement: the using of the late celebrity also signifies that there
is no monetary incentive attached, Ihana as a cosmetic brand is
using the name to highlight the features of the product
• Representativeness: Class and elegance through packaging and
the character used in the ad
• Dramatization: by challenging the consumer whether they have the
desire to carry themselves with ‘Grace’ like manner
• Placement : placed as luxury makeup brand
• Testimonials: the brand reputation and costly placement in lifestyle
magazines

9. THANK YOU
-Nilormi Das(A006)