1. National University of Ireland, Dublin
Master of Science (Singapore) MSc21
Module: Advertising and Communications
Essay Title: Does scientific lingo help in the advertising of a brand?
(Case study: Advanced Night Repair by Estee Lauder)
Submitted by:
Tan Yin Keat 08297851
Leow Pei Shan 08297835
Keith Kwai 08297003
Andy Koh Beng Lee 08297754
Lecturer: Dr. Simone Novello
Submission Date: 26 October 2009
Tan, YK, Leow, PS, Kwai, K, Koh, BLA 26th October2009 – MSc21 – MKTGMM/AC

2. Table of Content Pg
1. Executive summary 1
2. Examining the Brand 2
Changes to the Product 2
Changes in communication strategy from 1982 to 2009 2-4
The Proposition 4
The Current Campaign 5
3. Message Evoked by the Different Media and are They Effective? 6
Print 6-7
Website 7
Methodology 7
The Overview 7-8
Testimonials 8
A Quiz 8
Global Success 8-9
Video 9
Your Sample 9
Summary 9-10
WOM (Word of Mouth) 10
The Failures 10
4. Why Use Scientific Language in External Application Products? 11-12
5. Reference
6. Bibliography
7. Appendix
Appendix 1 Newspaper
Appendix 2 Print Ads
Appendix 3 Website - Overview
Appendix 4 Website - Testimonial Site
Appendix 5 Website - Quiz
Appendix 6 Website - Global Success
Appendix 7 Website - Video Page
Appendix 8 Website - Sample
Appendix 9 Word of Mouth
Tan, YK, Leow, PS, Kwai, K, Koh, BLA 26th October2009 – MSc21 – MKTGMM/AC

3. 1. Executive Summary
The use of scientific discourse is often associated with consumable products that are to be ingested
directly and those for external use, typically on the human skin. It is not surprising and often a must with
the launch of any such products because any dishonest or misconstrued scientific communication can lead
to consequences such as death or adverse skin reactions, to name a few. On top of this, should the
regulatory bodies decide to take action, there would be a slew of legal consequences that the manufacturer
would have to take care of.
But over the years, the use of scientific “accessories” seems to have a bigger alternative purpose. They
actually help to sell and convince consumers. How do they do that?
With globalization and the rapid growth of literacy rates around the world, it seems consumers needed
more persuasion than simply conventional advertising lingo. They needed proof. They wanted
testimonials, science and research as the basis of why things work. Science has been used to perform this
function to demonstrate supremacy to competition. Manufacturers and inventors worldwide are facing a
more challenging and educated environment where they have to earn their keep.
The product of discussion here is the Advance Night Repair (ANR) by Estee Lauder. This is an updated
version of the original product first launched in 1982. The re-launched of the ANR was touted with more
science behind it than ever, especially the primary claim that the product could allow the skin cells to
repair at exactly the right time. It’s clearly about DNA which is a topical and new interest for the people
in this era.
We seek to analyze the product and vehicles of the communication messages for the consumers of
Singapore. Does the campaign work? Where are the efficiencies and failure points? Why use scientific
terms?
Tan, YK, Leow, PS, Kwai, K, Koh, BLA 26th October2009 – MSc21 – MKTGMM/AC