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Cosmetics & Toiletries & National Press

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Readers spend more on beauty products than TV viewers do, research shows

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Cosmetics & Toiletries & National Press

  1. 1. Cosmetics & Toiletries & National Newspapers Latest intelligence from Newsworks March 2009
  2. 2. Structure of today‟s presentation Role of newspapers for women Science and newspapers TV & Newspapers, the perfect partnership How newspapers work versus magazines How brands can make their advertising work harder: Attitudes towards cosmetics and toiletries advertising in newspapers Do similar ad formats confuse? Impact of ad size Awards Topicality/Newsworthiness Celebrity endorsement vs model vs product Multiple executions What can Boots teach brand advertisers? Conclusions
  3. 3. Women spend time with their newspaper Newspapers are picked up and read on three separate occasions during the day 11mwomen read a newspaper every weekday 70%of women readers spend more than half an hour with their papers Source: NRS, NMA Women and Newspapers
  4. 4. Papers have a vital role in women‟s lives Source: NMA Women and Newspapers research
  5. 5. Women value their newspaper as ‘Purposeful Pleasure’ The Purpose  to get informed The Pleasure  of feeling I am using my brain  of a feeling of worthwhile time for me The Experience  mentally stimulating  relaxing On average 11 million women read a national newspaper each day Source: NMA Women and Newspapers research
  6. 6. How readers feel reading a quality newspaper Relief…it’s the first time in the day on my own, first time in the day for me Very knowledgeable It’s vital… it restores me Private, in my own little world Proud of myself, for making time for me, and for getting informed Time for me, but it’s useful as well Very interested, passionate, angry wanting to start a conversation about it A sense of anticipation Questioning InspiredLuxury time RelaxedFocused Escapism, almost transient… my head is busy, but it calms me down… time out from the rest, in a capsule That light bulb moment something switches you on Source: NMA Emotional Connections research
  7. 7. How readers feel reading a mid market/tabloid newspaper Escape into your paper for a little bit Quiet time Me time Comfortable Happy I feel off the leash Relaxed and unstressed Saddened, sickened, incensed Shocked, surprised, interested, Astounded by what I read When you watch TV you switch off, when you read the paper you switch on Informed, up to date Amused Source: NMA Emotional Connections research
  8. 8. Newspaper readers – a receptive frame of mind 76% agree I’m in a more receptive frame of mind when reading a paper so absorb factual information as well as enjoy the pictures in the advertising Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)
  9. 9. 46 68 72 75 77 79 85 89 Women‟s perceptions of newspapers when thinking about Cosmetics and Toiletries Seeing adverts next to related articles makes them more memorable and relevant Companies that advertise in newspapers show they are really confident in the product Full page adverts in newspapers really grab my attention Fashion and lifestyle pages are eye-catching I use my newspaper as a source of information, including new toiletries & cosmetics products I often try the toiletries & cosmetics products that have been reviewed I see a product that interests me in a newspaper I often rip it out & refer to it later when shopping I often look out for what papers say celebrities are buying &think about trying same products Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)
  10. 10. Newspapers provide an ideal context for science claims 96% like to have as much information as possible when considering scientifically developed products 72% agree I‟m more open to scientific messages if I read about them in newspapers because I expect newspapers to check & verify facts 81% agree newspapers are an important source of information for new products with scientific claims 93% want evidence if a product makes a bold claim like „teeth whitening‟ or „anti- ageing‟ Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)
  11. 11. 4 5 5 6 7 10 13 13 26 11 11 12 15 22 33 35 34 45 22 21 24 27 29 30 29 28 22 63 63 59 52 42 27 23 25 7 Pro-Xylane Nutrileum Fibro Plastyl Beta-… Ceramides Penta… Retinol Elastin Collagen How confident are you of the terms being used %? I know exactly what this means and could confidently explain it I have only a vague idea what this means I have a fair idea what this means I have heard term but I have no idea what it means/never heard the term Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)
  12. 12. 15% 39% 29% 27% Newspapers the most prevalent information source for Horizon programme featuring Boots No7 Protect & Perfect Saw Horizon programme on TV Never heard/read/seen anything about it Was told about programme by friend/relative/colleague Read about Horizon programme in newspapers Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)
  13. 13. Newspaper coverage multiplies the audience Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378) 33.4 million readers1.9 million viewers
  14. 14. 50 44 41 45 41 43 ade me notice advertising for the product more… made me more likely to believe in the product's anti-ageing claims… made me more inclined to buy Protect & Per Seeing the newspaper articles….. Agree Agree strongly 95% 83%85% Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)
  15. 15. Average £ spend per household TNS Category All Heaviest third TV viewers Regular newspaper readers Skincare 44.36 42.58 47.44 Bath Additives 15.82 16.44 15.61 Dentifrice 11.38 10.91 12.11 Razors 10.33 11.03 10.99 Toothbrushes 10.30 9.43 10.47 Mouthwash 6.78 6.99 7.40 Suncare 5.20 5.59 6.06 Hair sprays 2.81 3.31 3.59 Toilet soaps 2.38 2.40 2.78 Newspaper readers spend more than TV viewers on many beauty products sectors Population OOOs. All households 25017. Heaviest third TV = 6886. Regular newspaper readers = 6886. Heaviest third TV is 37% of TV Source: TNS Worldpanel – 52 weeks ending 28 Dec 2008
  16. 16. Average £ spend per household TNS Category All Heavies t third TV viewers Regular readers of qualities Regular readers of mids Regular readers of pops Bath Additives 15.82 16.44 11.63 15.45 17.57 Razors 10.33 11.03 9.78 11.43 12.04 Body sprays 1.82 2.32 0.90 1.49 2.49 Shampoo/con d 18.83 18.76 14.41 18.40 18.45 Deodorants 17.86 19.70 12.53 17.33 21.22 Hair colourants 9.23 11.76 5.61 9.70 10.11 Liquid soap 4.25 4.24 4.37 4.69 4.22 Variety of newspaper types provides more targeting opportunities Population OOOs. All households 25017. Heaviest third TV = 6886. Regular qualities = 1699. Regular mids = 2537. Regular pops = 2992 Heaviest third TV is 37% of TV Source: TNS Worldpanel – 52 weeks ending 28 Dec 2008
  17. 17. Average £ spend per household TNS Category All Heaviest third TV viewers Regular readers of qualities Regular readers of mids Regular readers of pops Deodorant Sure 3.14 3.48 2.67 3.28 3.72 Mouthwash Dentyl pH 1.09 1.05 1.31 1.29 1.24 Skincare Simple 1.61 1.34 1.78 1.54 1.40 Garnier Skin Naturals 1.93 1.93 1.48 2.41 1.57 Variety of newspaper types provides more targeting opportunities by brand Population OOOs. All households 25017. Heaviest third TV = 6886. Regular qualities = 1699. Regular mids = 2537. Regular pops = 2992 Heaviest third TV is 37% of TV Source: TNS Worldpanel – 52 weeks ending 28 Dec 2008
  18. 18. Average £ spend per household TNS Category All Heaviest third TV viewers Regular readers of qualities Regular readers of mids Regular readers of pops Dentifrice Sensodyne 1.7 6 1.60 2.53 2.28 1.54 Aquafresh 1.6 9 1.66 1.43 1.52 1.83 Hairsprays Elnett 0.5 8 0.62 0.78 1.29 0.77 Silvikrin 0.7 1 0.79 0.64 1.00 1.21 Variety of newspaper types provides more targeting opportunities by brand Population OOOs. All households 25017. Heaviest third TV = 6886. Regular qualities = 1699. Regular mids = 2537. Regular pops = 2992 Heaviest third TV is 37% of TV Source: TNS Worldpanel – 52 weeks ending 28 Dec 2008
  19. 19. Average £ spend per household TNS Category All Heaviest third TV viewers Regular readers of qualities Regular readers of mids Regular readers of pops Shampoo/Cond Pantene 2.04 2.06 1.43 2.23 1.97 Charles Worthington Results 0.39 0.30 0.41 0.32 0.29 Toilet soap Dove 0.58 0.60 0.39 0.67 0.73 Suncare Piz Buin 0.87 1.11 0.30 1.58 1.43 Variety of newspaper types provides more targeting opportunities by brand Population OOOs. All households 25017. Heaviest third TV = 6886. Regular qualities = 1699. Regular mids = 2537. Regular pops = 2992 Heaviest third TV is 37% of TV Source: TNS Worldpanel – 52 weeks ending 28 Dec 2008
  20. 20. 52.6 53.7 65.9 44.9 67.5 56.5 7.2 9.9 3.1 13.6 3.6 7.3 18.6 25.2 25.2 32.9 12.8 23.9 21.6 11.2 5.8 8.6 16.1 12.3 Bath Toiletries Beauty Aids Hair Products Fragrances Personal Hygiene Total 2008 Cosmetics & Toiletries Ad Spend % by medium Source: NMR TV Newspapers Magazines Others
  21. 21. Newspapers‟ audience profile complements TV with a profile that is relatively young, ABC1 and London Source : BARB Jul – Dec 2008 / NRS Jul – Dec 2008 119 138 107 159 111 149 Men 16-24 25-44 AB C1 London Newspaper audience delivery indexed against commercial TV Commercial TV indexed @ 100 TV: Index v Popn 88 73 92 66 90 79 NPs: Index v Popn 105 101 98 105 100 118
  22. 22. Newspapers offer high coverage of women Women Women who read a newspaper in a week Women who read a magazine in a week Source: NRS Apr 08 – Sep 08 25.2m 17.8m 11.4m
  23. 23. Newspapers deliver immediacy Source: NRS - Accumulation Curves Time taken to reach 96% of readers Women‟s monthlies 171 days Women‟s weeklies 88 days National newspapers 1 day
  24. 24. 84 75 72 66 51 13 15 42 49 23 66 54 44 62 Role of newspapers and magazines for women Provides information that is current and up to date Reading is a ritual that keeps me in touch It is more informative than other media It gives me ideas and things to talk about When I read I feel totally absorbed in what I’m doing Quite often clothes & beauty products featured are not available in the shops There’s too much advertising Newspapers Magazines Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)
  25. 25. 42 47 54 62 Women‟s perceptions of newspapers vs magazines Best buys and product reviews are more credible in the newspaper I prefer newspaper reviews to magazine reviews because they give you more objective information I seem to notice adverts in my newspaper far more than magazines as there are fewer adverts Products advertised in newspapers tend to be more unique and special Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)
  26. 26. Advertising in newspapers grabs attention more page ad 66% dps* 44% Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women 142) % of women marking ad with Post-it note * Ad for Estée Lauder Bold Volume lifting mascara It was larger and as there were much less adverts it stood out. In Elle mag there were too many adverts and they all start to blend in together
  27. 27. Standout higher in newspapers than magazines 25x4 ad 61% page ad 44% % of women marking ad with Post-it note Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women 142) …You don't expect to see cosmetic advertising in newspapers
  28. 28. Standout in newspapers almost 3 times higher Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women 142) % of women marking ad with Post-it note page ad 39% page ad 14% The magazine is full of fashion adverts but the newspaper isn't. It's a full page in the newspaper so it‟s bigger
  29. 29. Newspapers generate higher unprompted recall Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women 149) 14% 16% 10% 12% 7% 3% 15% 9% 11% 16% 7% * Mascara mentions in magazines do not refer solely to the “test” ads Evening Standard Elle The Times Grazia
  30. 30. Category prompt delivers higher recall for newspaper ads Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women : Times 128, Grazia 147, Standard 128, Elle 149) % mentioning test brands following category prompt Evening Standard 24% 11% 23% 27% 11% 2% Evening Standard Elle ElleThe Times Grazia Estée Lauder Lancôme Mango
  31. 31. Stronger ad recognition in newspapers Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women : Times 128, Grazia 147, Standard 128, Elle 149) % recognising Evening Standard 79% 68% 72% 65% Elle The Times Grazia Estée Lauder Lancôme
  32. 32. Newspaper advertising surprises and delights It was a full page advert. You could really tell it was an Estée Lauder product advert Whole page ad, nice eyes/ eyelashes, nice black/gold mascara tube It was a full page advert. You could really tell it was an Estée Lauder product advert I love mascara and normally take time to read ads. Woman's lashes looked great Full page colour ad on the "typical" news page. Big picture of the product and huge eyelashes on the model It‟s huge! It stands out against the whole look of the articles. It‟s unexpected. The model's face is bright clear and beautiful. Source: BMRB/Cosmetics & Toiletries Impact
  33. 33. Brands can benefit from „positivity effect‟ in papers Large advert for mascara which is something I wear The fact that it's in a newspaper makes it stand out more. I noticed the info on the 'new' mascara, it seemed interesting The colour advert is very striking against the newspaper print. The picture of the girl with beautiful lashes is very striking The size of the ad, the fact that it was on the right hand page. I didn't notice the same ad in Grazia The model's eyes. It took up 3/4 of the page as well in colour. Made it stand out against the writing It‟s mascara in a newspaper Source: BMRB/Cosmetics & Toiletries Impact
  34. 34. Newspaper ads convey status , authority and universal appeal Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women 149) 8 9 12 16 19 38Universal appeal For women who care about fashion but don‟t read magazines I‟m new buy/try me High quality/ premium, product For business/ professional people Targeting a more sophisticated clientele The manufacturers wish to reach a wider audience with these adverts. They seem to be bold and confident in featuring full-length ads in the newspapers Exclusive, high profile, importan t That they are more serious products, possibly more for professional women who would be more likely to read the paper than a fashion magazine Main messages from using a newspaper to advertise mascara (open-ended)
  35. 35. Newspapers have clear advantages for consumers Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women 149) 6 10 10 15 28 38 Wider range of potential customers Fewer adverts to compete against More people read newspapers Wider readership Newspapers seen every day Gives people gift/ new product ideas Advertising in a newspaper provides a "day to day" instead of a once a month/or week hit, reaching a much bigger market (including men that want to treat their ladies with a quality gift!) There are not as many adverts so yours might stand out more. The magazines are full of adverts and I tend to skip past them as there are just too many to take in. Main advantages of advertising in a newspaper (open-ended)
  36. 36. Newspapers have clear advantages for consumers More exposure and less adverts in the newspaper so would be more noticeable It makes it more noticeable. I stopped to read the mascara adverts in the newspapers but didn't bother with the magazine ones Not just targeting readers of fashion magazines. You're not vying with a lot of other mascaras in the fashion magazines The reader of a newspaper is more likely to be a professional and may therefore be willing to purchase more expensive beauty products, such as Estée Lauder, because it is important for their career to look their best. People read the papers more and believe in newspapers more than mags credibility Women may make an impulse purchase after work / lunch break Source: BMRB/Cosmetics & Toiletries Impact
  37. 37. Women like to see their interests reflected in editorial and ads 70% felt that seeing cosmetics and toiletries adverts in their newspapers made the paper more relevant to them
  38. 38. Brand recognition Many women’s toiletries and cosmetics press ads appear to use similar ‘formula’, eg Hair care – model/celebrity head shot, shiny hair often spread out, pack Eye make-up – model/celebrity head shot, eyes highlighted, pack Depilatory/body care – model leg/body shot, pack Does format similarity cause confusion? 61% agree it‟s often hard to tell which toiletry or cosmetic is being advertised as the ads looks so similar To further understand levels of potential confusion and identify how well brands convey brand identity by other means, 15 ads were shown with the brand names removed
  39. 39. Strong identities for top haircare brands Published ad De-branded ad 73 Correct brand % 71 61 53Source: BMRB/Cosmetics & Toiletries Sep08 (Women 107, 211, 212)
  40. 40. Brand confusion potential for less familiar brands Published ad De-branded ad Correct brand % Source: BMRB/Cosmetics & Toiletries Sep08 (Women 107, 211, 212) 20 5
  41. 41. Branding challenge for mascara brands Published ad De-branded ad 65 Correct brand % 59 30 24Source: BMRB/Cosmetics & Toiletries Sep08 (Women 107, 211, 212)
  42. 42. Innovations benefit from clear logos Published ad De-branded ad Correct brand % Source: BMRB/Cosmetics & Toiletries Sep08 (Women 107, 211, 212) 23 Branding score in main study % 77
  43. 43. Average response across 6 Branding & Response Metrics 79 30 61 Boots Soltan Once Face sun cream Average single ads (75) Pantene Pro-V High interest category but big difference in individual ad performance Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots Soltan 107, Pantene 108)
  44. 44. Women‟s Cosmetics and Toiletries – Top and Bottom Ads 88 77 62 74 87 85 I would stop and look rather than turning the page Surprising and gets me to think differently about the brand Helps me connect and identify more strongly with the brand Gives me a reason to go out and buy this brand Boots Soltan Once Face Average response – 75 single ads Gives me enough information to decide whether brand is for me Pantene Pro-V Haircare 25 x 4 Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots Soltan 107, Pantene 108) Branding is strong
  45. 45. 63 50 24 39 3111 13 9 2 0 2 56 Distinctive Interesting Soothing Pleasant Gentle Weak Dull Boring Irritating Unpleasant Disturbing Involving Women‟s Cosmetics and Toiletries – Top and Bottom Ads +27 -43 -35 -47 +32 +19 % +/- Difference top vs bottom Boots Soltan Once Face Average response – 75 single ads Pantene Pro-V Haircare 25 x 4 Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots Soltan 107, Pantene 108)
  46. 46. 68 61 20 28 24 12 12 10 2 0 2 63 Distinctive Interesting Soothing Pleasant Gentle Weak Dull Boring Irritating Unpleasant Disturbing Involving Women‟s Cosmetics and Toiletries – Highest & lowest active engagement +49 -47 -46 -44 +48 +41 % +/- Difference highest vs lowest Estée Lauder Turbolash Mascara Average response –75 single ads Estée Lauder Re-Nutriv Skincare 25 x 4 Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Estée Lauder Turbolash 104, Re-Nutriv 102)
  47. 47. 64 57 53 Full Page Av (50 ads) Half Page Av (14 ads) 25 x 4 Av (11 ads) Average response across 6 branding & response metrics by size of ad % Larger ad sizes perform more strongly but …. Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378)
  48. 48. 79 67 62 41 41 30 Full Page Half Page 25 x 4 Branding & response average for top and bottom ads in each size Creative strength makes a bigger difference Highest scoring ad Lowest scoring ad Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378)
  49. 49. 79 75 48 64 62 73 59 64 Branding is strong I would stop and look rather than turning the page Surprising and gets me to think differently about the brand Helps me connect and identify more strongly with the brandGives me a reason to go out and buy this brand Average response – 75 single ads Gives me enough information to decide whether brand is for me Placing the ad next to this type of article makes it seem more interesting and relevant It reminds me of TV ads for this manufacturer Bigger ads generate stronger responses Boots No7 Instant Radiance full page Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots each ad 108) Boots No7 Instant Radiance ½ page Boots No7 Instant Radiance 25 x 4
  50. 50. 42 44 34 37 54 16 24 18 2 0 1 30 Distinctive Interesting Soothing Pleasant Gentle Weak Dull Boring Irritating Unpleasant Disturbing Involving % Bigger ads are more actively engaging Average response – 75 single ads Boots No7 Instant Radiance full page Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots each ad 108) Boots No7 Instant Radiance ½ page Boots No7 Instant Radiance 25 x 4
  51. 51. Awards have potential to boost sales 43 48 41 39 42 39 40 37 34 38 23 20 19 17 14 13 13 11 Consumersurvey SundayTimes- Boots In-style NW Handbag Much more likely to buy % A little more likely to buy % If you saw a product that had been given this award, would it make you more likely to buy? Source: BMRB/Cosmetics & Toiletries Sep08,1378 women)
  52. 52. 55% notice award and among those who notice… Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots Soltan 107, Notice award 59) Boots Soltan Face - Sunday Times Style Strongly agree Agree 40 54 53 47 41 37 More likely to find out more about productMore inclined to believe claimsMore likely to buy
  53. 53. 76% notice award and among those who notice… Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Nivea Visage 108, Notice award 82) Nivea Visage DNAge - Product of the Year Strongly agree Agree 62 71 60 24 21 22 More likely to find out more about productMore inclined to believe claimsMore likely to buy
  54. 54. 43% notice award and among those who notice… Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, L’Oréal Elnett 104, Notice award 45) L‟Oréal Elnett Satin Hairspray - InStyle Strongly agree Agree 56 58 53 31 33 33 More likely to find out more about productMore inclined to believe claimsMore likely to buy
  55. 55. Topical relevance and immediacy heightens ad response 72 72 55 62 62 74 69 58 Branding is strong I would stop and look rather than turning the page Surprising and gets me to think differently about the brand Helps me connect and identify more strongly with the brand Gives me a reason to go out and buy this brandAverage response – 12 topical ads Average response – 75 single ads Gives me enough information to decide whether brand is for me Placing the ad next to this type of article makes it seem more interesting and relevant It reminds me of TV ads for this manufacturer Source: BMRB/Cosmetics & Toiletries Sep08 (75 ad average 1378, Topical ad average 1277) 6 Branding & Response Metrics Overall Average: 61 Topical ads: 66
  56. 56. 50 43 28 38 3516 19 14 5 4 3 46 Distinctive Interesting Soothing Pleasant Gentle Weak Dull Boring Irritating Unpleasant Disturbing Involving +6 -6 -6 -6 +6 +3 % +/- Difference topical average vs all ads average Source: BMRB/Cosmetics & Toiletries Sep08 (75 ad average 1378, Topical ad average 1277) Average response – 75 single ads Topicality and immediacy create higher engagement Average response – 12 topical ads
  57. 57. 77 76 59 65 5770 78 63 Branding is strong I would stop and look rather than turning the page Surprising and gets me to think differently about the brand Helps me connect and identify more strongly with the brand Gives me a reason to go out and buy this brand Average response – 75 single ads Gives me enough information to decide whether brand is for me Placing the ad next to this type of article makes it seem more interesting and relevant It reminds me of TV ads for this manufacturer Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Rimmel 107) Women‟s Cosmetics and Toiletries – Rimmel Sunshimmer Instant Tan Mousse Rimmel Sunshimmer
  58. 58. 73 50 9 34 321413 8 7 5 3 51 Distinctive Interesting Soothing Pleasant Gentle Weak Dull Boring Irritating Unpleasant Disturbing Involving +29 -12 -12 -8 +11 +10 % +/- Difference vs average Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Rimmel 107) Average response – 75 single ads Women‟s Cosmetics and Toiletries – Rimmel Sunshimmer Instant Tan Mousse Rimmel Sunshimmer
  59. 59. 69 79 60 67 6684 83 51 Branding is strong I would stop and look rather than turning the page Surprising and gets me to think differently about the brand Helps me connect and identify more strongly with the brand Gives me a reason to go out and buy this brand Average response – 75 single ads Gives me enough information to decide whether brand is for me Placing the ad next to this type of article makes it seem more interesting and relevant It reminds me of TV ads for this manufacturer Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Banana Boat 108) Women‟s Cosmetics and Toiletries – Banana Boat Dry Oil Ultramist Banana Boat Dry Oil Ultramist
  60. 60. 56 51 26 32 3011 14 9 7 5 2 57 Distinctive Interesting Soothing Pleasant Gentle Weak Dull Boring Irritating Unpleasant Disturbing Involving +12 -11 -11 -11 +17 +11 % +/- Difference vs average Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Banana Boat 108) Average response – 75 single ads Women‟s Cosmetics and Toiletries – Banana Boat Dry Oil Ultramist Banana Boat Dry Oil Ultramist
  61. 61. Celebrities strengthen branding, standout and TV link 73 70 53 60 58 71 63 70 Branding is strong I would stop and look rather than turning the page Surprising and gets me to think differently about the brand Helps me connect and identify more strongly with the brandGives me a reason to go out and buy this brand Average response – 21 product ads Average response – 75 single ads Gives me enough information to decide whether brand is for me Placing the ad next to this type of article makes it seem more interesting and relevant It reminds me of TV ads for this manufacturer Source: BMRB/Cosmetics & Toiletries Sep08 (75 ad average 1378) 6 Branding & Response Metrics Overall Average: 61 Product only ads: 60 Ads featuring model: 61 Ads featuring celebrity: 64 Average response – 39 model ads Average response – 15 celebrity ads
  62. 62. 45 39 30 40 4118 22 16 4 3 2 39 Distinctive Interesting Soothing Pleasant Gentle Weak Dull Boring Irritating Unpleasant Disturbing Involving % Source: BMRB/Cosmetics & Toiletries Sep08 (75 ad average 1378) Product-only ads can feel more dull Average response – 21 product ads Average response – 75 single ads Average response – 39 model ads Average response – 15 celebrity ads
  63. 63. But there’s no hard & fast rule…..
  64. 64. 88 74 56 64 69 82 63 84 Branding is strong I would stop and look rather than turning the page Surprising and gets me to think differently about the brand Helps me connect and identify more strongly with the brand Gives me a reason to go out and buy this brand Gives me enough information to decide whether brand is for me Placing the ad next to this type of article makes it seem more interesting and relevant It reminds me of TV ads for this manufacturer Source: BMRB/Cosmetics & Toiletries Sep08 (Total 1378, L’Oréal Elnett 104, Casting Crème 108) L‟Oréal Elnett Satin Hairspray Creative impact and product type affect celebrity ad responses L‟Oréal Casting Crème Gloss ½ p
  65. 65. 83 81 56 69 69 75 60 65 Branding is strong I would stop and look rather than turning the page Surprising and gets me to think differently about the brand Helps me connect and identify more strongly with the brand Gives me a reason to go out and buy this brand Average response – 75 single ads Gives me enough information to decide whether brand is for me Placing the ad next to this type of article makes it seem more interesting and relevant It reminds me of TV ads for this manufacturer Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Clarins 104, 105) Clarins Instant Smooth Perfecting Touch product only Product only ads can stimulate highly positive reactions Clarins Super Restorative Tinted Cream SPF20
  66. 66. 60 54 24 34 3712 14 10 3 2 0 52 Distinctive Interesting Soothing Pleasant Gentle Weak Dull Boring Irritating Unpleasant Disturbing Involving % Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Clarins 104, 105) Through feeling highly distinctive and interesting Average response – 75 single ads Clarins Instant Smooth Perfecting Touch product only Clarins Super Restorative Tinted Cream SPF20
  67. 67. 73 62 54 64 68 79 83 54 Branding is strong I would stop and look rather than turning the page Surprising and gets me to think differently about the brand Helps me connect and identify more strongly with the brand Gives me a reason to go out and buy this brand Average response – 75 single ads Gives me enough information to decide whether brand is for me Placing the ad next to this type of article makes it seem more interesting and relevant It reminds me of TV ads for this manufacturer Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Colgate 107, 108, 106) But human interest can bring a benefit to life Colgate product only ½ page Colgate model full page Colgate model 25x4
  68. 68. 35 43 24 26 36 31 36 24 7 5 0 34 Distinctive Interesting Soothing Pleasant Gentle Weak Dull Boring Irritating Unpleasant Disturbing Involving % Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Colgate 107, 108, 106) And improve active engagement Average response – 75 single ads Colgate product only ½ page Colgate model full page Colgate model 25x4
  69. 69. Dove go fresh Range campaign response Multiple executions build brand responses more effectively Source: BMRB/Cosmetics & Toiletries Sep08 (Dove campaign 108, Dove cucumber deo Dove go fresh cucumber Deodorant single ad response Branding is strong Surprising and gets me to think differently about the brand Helps me connect and identify more strongly with the brand Gives me a reason to go out and buy this brand Gives me enough information to decide whether brand is for me It reminds me of TV ads for this manufacturer
  70. 70. 35 28 39 44 41 22 2124 4 6 2 35 Distinctive Interesting Soothing Pleasant Gentle Weak Dull Boring Irritating Unpleasant Disturbing Involving -31 +18 +16 +16 -23 -31 % +/- Difference single ad vs campaign Campaign engagement – Dove go fresh Range Dove go fresh Range campaign response Dove go fresh cucumber Deodorant single ad response Source: BMRB/Cosmetics & Toiletries Sep08 (Dove campaign 108, Dove cucumber deo 107)
  71. 71. 54 44 48 44 56 55 Nivea campaign Source: BMRB/Cosmetics & Toiletries Sep08 (Nivea campaign 107, single ads 108, 108) Campaign effect versus single ad response – Nivea Nivea Visage DNAge single ad response Branding is strong Surprising and gets me to think differently about the brand Helps me connect and identify more strongly with the brand Gives me a reason to go out and buy this brand Gives me enough information to decide whether brand is for me It reminds me of TV ads for this manufacturer Nivea Visage DNAge ½ page single ad response
  72. 72. 30 32 31 31 35 31 34 33 3 6 3 31 Distinctive Interesting Soothing Pleasant Gentle Weak Dull Boring Irritating Unpleasant Disturbing Involving % Multiple executions build brand engagement more effectively Nivea campaign Source: BMRB/Cosmetics & Toiletries Sep08 (Nivea campaign 107, single ads 108, 108) Nivea Visage DNAge single ad response Nivea Visage DNAge ½ page single ad response -28 +28 +25 +25 -23 -18 +/- Difference Nivea Visage DNAge ½ page single ad vs campaign
  73. 73. Boots brands outperform competition Top women‟s ad Top men‟s ad All ads above average Consistency, celebrity, clarity Science and beauty, persuasion and engagement
  74. 74. Average response across 6 Branding & Response Metrics 79 74 67 61 Boots Soltan Once Average single ads (75) Boots No7 Protect & Perfect Women‟s Cosmetics and Toiletries – Boots Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots 108, 106, 107) Boots No7 Instant Radiance Brush Foundation
  75. 75. Men‟s Toiletries and Cosmetics – Boots No7 For Men Protect & Perfect 82 73 73 73 65 70 70 58 Branding is strong I would stop and look rather than turning the page Surprising and gets me to think differently about the brand Helps me connect and identify more strongly with the brand Gives me a reason to go out and buy this brand Boots No7* Average response – 18 single ads Gives me enough information to decide whether brand is for me Placing the ad next to this type of article makes it seem more interesting and relevant It reminds me of TV ads for this manufacturer Source: BMRB/Cosmetics & Toiletries Sep08 (Average 320, Boots 113)
  76. 76. Average response across 6 Branding & Response Metrics Women‟s Cosmetics and Toiletries – Boots No7 Protect & Perfect and Instant Radiance Brush Foundation Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots individual ads 106 – 108 each) 74 62 67 61 53 64 60 53 57 Full page 25 x 4½ page Average per ad size: 50 full page ads, 14 ½ page ads, 11 25x4 ads
  77. 77. 82 76 68 71 69 75 77 80 Branding is strong I would stop and look rather than turning the page Surprising and gets me to think differently about the brand Helps me connect and identify more strongly with the brand Gives me a reason to go out and buy this brand Average response – 75 single ads Gives me enough information to decide whether brand is for me Placing the ad next to this type of article makes it seem more interesting and relevant It reminds me of TV ads for this manufacturer Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots No7 Protect & Perfect 108, 106,107 ) Women‟s Cosmetics and Toiletries – Boots No7 Protect & Perfect Range Full page ½ page with Keeley Hawes ½ page product only
  78. 78. L‟Oréal UK Brands Charts • Garnier • Garnier Ambre Solaire • Lancôme • L‟Oréal • Maybelline
  79. 79. Summary & Conclusions • Newspapers are a perfect fit for women‟s cosmetics and toiletries • Large, younger, more upmarket readership reachable daily • Compensate for weaknesses in commercial TV • Emotionally engaging and information-rich context that confers credibility and status on advertised brands • Attention-grabbing ads stand out from competition • Newspapers deliver the „wow factor • Topicality and newsworthiness boost responses • Emotional engagement is key • Strong brand identity is vital • Celebrities can strengthen branding, standout and TV link • Multiple executions build brand responses
  80. 80. • An NMA Effectiveness Test will help hone and measure national newspapers‟ contribution to your brand: – Qual and quant pre-testing – Tracking – Web traffic measurement – Sales analysis • We work with Millward Brown – well known for their rigour and expertise in communications development • Brands participating in a test also benefit from matched investment from our newspaper stakeholders: – Across both print and online Don‟t just take our word for it... put newspapers to the test for your brand
  81. 81. Appendix
  82. 82. 34 18 46 12 77 55 11 34 87 96 98 94 95 54 44 74 75 85 85 87 89 93 97 99 100 Post shave… Self tan Sun care Foundation Mouthwash Hair styling Mascara Face cream Fragrance/Afte… Bath/shower gel Deo/antiperspir… Shampoo/cond… Toothpaste Men Women Cosmetics and Toiletries: Category Usage among newspaper readers Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378, men 320)
  83. 83. 84 75 72 66 51 13 15 76 68 59 62 56 26 24 42 49 23 66 54 44 62 41 46 38 58 44 37 50 Women Men Newspapers provide information and inspiration Provides information that is current and up to date Reading is a ritual that keeps me in touch It is more informative than other media It gives me ideas and things to talk about When I read I feel totally absorbed in what I’m doing Quite often clothes & beauty products featured are not available in the shops There’s too much advertising Women Men Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378, Men 320) Newspapers Magazines

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