Lâ€™OCCITANE EN PROVENCE
Advertising Campaign Proposal
UNIVERSITY OF HUDDERSFIELD School of Art, Design and Architecture Department of Design Final Major Project Alana Mustill Major Project submitted in partial fulfilment of the requirements for BA (Hons) Fashion, Communication and Promotion. Module THD1101 Fashion Communication Promotion Major Project The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others. The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND (16th May 2014)
CONTENTS 1.0 Introduction 7 2.0 Aims and Objectives 8 2.1 Aims 8 2.2 Objectives 8 3.0 Advertisement 1 : Angelica 9 3.1 Product Information 10 3.2 Competitor Advertisements 11 3.3 Angelica Advertisement Criteria 14 3.4 Strategic Approach 16 4.0 Advertisement 2 : Shea 17 4.1 Product Information 18 4.2 Competitor Advertisements 19 4.3 Shea Advertisement Criteria 22 4.4 Strategic Approach 24 5.0 Advertisement 3 : Precious 25 5.1 Product Information 26 5.2 Competitor Advertisements 27 5.3 Precious Advertisement Criteria 30 5.4 Strategic Approach 32 6.0 Advertisement 4: Divine 33 6.1 Product Information 34 6.2 Competitor Advertisements 35 6.3 Divine Advertisement Criteria 38 6.4 Strategic Approach 40 7.0 Magazines Placement 41 4
CONTENTS 7.1 Weekly Magazines 41 7.11 Look Magazine 41 7.12 HELLO! Magazine 42 7.13 Grazia Magazine 43 7.2 Monthly Magazines 44 7.21 Cosmopolitan Magazine 44 7.22 Company Magazine 45 7.23 Elle Magazine 46 7.24 Good Housekeeping Magazine 47 7.25 Harpers Bazaar Magazine 48 7.26 Red Magazine 49 7.27 Marie Claire Magazine 50 7.28 Vogue Magazine 51 7.29 Glamour Magazine 52 7.210 InStyle Magazine 53 7.211 Tatler Magazine 54 7.212 Woman & Home Magazine 55 7.3 Angelica Advertisement Placement 56 7.4 Shea Advertisement Placement 56 7.5 Precious Advertisement Placement 56 7.6 Divine Advertisement Placement 57 8.0 Advertising Timeline 58 8.1 Look Magazine 58 8.2 Cosmopolitan Magazine 58 8.3 HELLO! Magazine 58 5
8.4 Company Magazine 58 8.5 Elle Magazine 59 8.6 Grazia Magazine 59 8.7 Marie Claire Magazine 59 8.8 Glamour Magazine 60 8.9 Good Housekeeping Magazine 60 8.10 Harpers Bazaar Magazine 60 8.11 Red Magazine 60 8.12 Vogue Magazine 60 8.13 InStyle Magazine 61 8.14 Tatler Magazine 61 8.15 Woman & Home Magazine 61 9.0 Conclusion 62 10.0 Figures 64 11.0 References 65
1.0 INTRODUCTION This document contains a proposal for a print advertising campaign for the beauty brand L’Occitane. The company currently does not produce print advertisements to advertise the latest products. L’Occitane uses promotional pages occasionally in womens lifestyle magazines Vogue, Good Housekeeping, Red etc. The company wants to be recognised for its skin care products and in order to raise awareness, L’Occitane will need to advertise and promote the skin care range. Print advertisement is proven to be a cost effective form of advertising and is the easiest form of advertising to implement. This document contains the aims and objectives of the print based advertising campaign and includes information on the products which will be advertised. The document also provides competitor brand advertisements to discover what makes their advertisements so successful. The document looks at the strategical tactics in the produced advertisements to assess the success of the campaign. The document also breaks down the womens UK magazine market to discover what magazines are more suitable for the L’Occitane advertisements. As well as providing a campaign timeline for the proposal.
2.0 AIMS AND OBJECTIVES 2.1 Aim To produce a successful print advertising campaign to promote L’Occitane’s skin care range. 2.2 Objectives 1. To produce 4 suitable print advertisements for 5 L’Occitane moisturising creams. 2. To manage an advertising campaign for L’Occitane during the time period of October 2014 - October 2015. 3. To correctly allocate L’Occitane advertisements to suitable magazines to result in a 3% profit increase on the advertised moiturisers during the time period of the campaign (October 2014 - October 2015). 4. To create an advertising campaign to raise awareness of L’Occitane as a Luxury Skincare brand.
3.0 ADVERTISEMENT 1 : ANGELICA RANGE
3.1 PRODUCT INFORMATION The main function of the Angelica Hydration Cream is to keep the skin hydrated. This cream is targeting the younger consumers of L’Occitane as the cream does not contain any anti-aging ingredients. The recommended skin type for the use of this cream is dehydrated, dry and normal. The product uses Organic Angelica Essential Oil and Organic Angelica Water that provides the skin with 24hour hydration resulting in radiant skin. The ingredients within the cream balancing the production of oil and sebum within the skin preventing breakouts and reducing an oily complexion. In an observational study of 49 women over 28 days, the skin appeared 90% smoother and 86% more luxurious. The price of the cream is £32.00 and it is a day and a night cream. Competitors of this cream include Dior Hydra Life Pro Youth Comfort Crème, Clinique Moisture Surge Extended Thirst Relief and Estee Lauder Hydrationist Cream.
3.2 COMPETITOR ADVERTISEMENTS
Figure 1. Dior Hydra Life Pro Youth Sorbet Creme Advertisement.
Dior Hydra Life Pro Youth Sorbet Creme The advertisement involves water to symoblise the act of hydration which this cream is specifically used for. It is very basic and just informs the consumer of the name of the cream and not its purpose, however the symbolisation of the water gives an indication to the products benefits. The shimmer effect on the flower is also a symbolic expression to how the skin will look after using this product. Adding hydration to the skin results in increased radiance thus the use of the shimmer. The advertisement displays the product and also follows the colour theme of the product which helps the consumer to recognise the product on shelves or recall information to sales consultants to discover the product. However the use of black causes confusion as dark colours usually represent night creams and the advertisement does not state whether the cream is for night time use . The relevance of the flower is unknown as the advert does not inform the consumer of what ingredients are used in the advert and therefore may just be used for graphical purpose. 11
3.2 COMPETITOR ADVERTISEMENTS
Figure 2. Estee Lauder Hydrationist Cream Advertisement.
Estee Lauder Hydrationist Cream This advertisement also involves water to symoblise the act of hydration which this cream is specifically used for. The advertisement also includes the brand logo in-comparison to the Dior Cream. This is a tactical way of grabbing the consumers attention immediately as Estee Lauder is the second largest cosmetic group internationally therefore has a lot of loyal customers who will want to try the latest product. The advertisement also follows the colour scheme of the product; the blue bikini and blue swimming pool, again resulting in consumers making the link between the colour and the product. No information of the product is involved in the advertisement meaning consumers can only figure out about the product by the symbolic use of water the creams purpose. There is no relevant information as to why the advertisement involves a flower. However the advertisement uses the model well as she is a reflection of the target consumers for this cream aka young woman, no signs of the aging process. 12
3.2 COMPETITOR ADVERTISEMENTS
Figure 3. Clinique Moisture Surge Extended Thirst Relief Advertisement.
Clinique Moisture Surge Extended Thirst Relief This advertisement represents the brand image of Clinique. Clinique is a clinical brand and therefore using advertisements which are clean cut and simple represents the simplicity and clinical image of the brand. The advertisement also uses water as a symbolic expression for hydration which is an obvious trend in all 3 advertisements. The advertisement contains the product meaning the consumer is able to recognise the cream in stores. The use of showing the texture of the cream means the consumers will get the desire to touch the cream as they can already see the texture and will want to decide whether they like the texture or whether it is the type texture they prefer in a face cream. The advertisement does not give any information on the ingredients of the cream however as it is Clinique, the ingredients will probably not be listed due to the amount of chemicals and parabens which are present in chemically made skin care, resulting in less consumers wanting to purchase.
3.3 ANGELICA ADVERTISEMENT CRITERIA Colour Theme Due to the packaging of the product and the colour of the Angelica Plant which is an ingredient in the cream, the colour theme for the advertisement will be green. Green is the colour of nature and the smell of the product is similar to that of freshly cut grass, meaning the colour green reflects the product well. Imagery The advertisement will include the brands logo to identify which brand the cream belongs to. The advertisement will include the use of water to symbolise the hydrating purpose of the cream and the fresh awakening smell of the product. Using a model with similar demographics to the consumer of the Angelica Cream is a tactical way to grab the target consumers attention as they are able to relate to the model; the advertisement will feature a young model with glowing skin to represent the skin after using the cream. The type face will be bold and simple reflecting the simple purpose of the cream. Text The advertisement will include figures from observation trials on the cream meaning consumers can believe what the advertisement is informing about the cream as evidence supports this information. It will also contain information on the ingredients which are used in the product as this cream uses organic ingredients which is attractive to some consumers. The advertisement will also contain desirable, positive words to describe the results of the skin after use of the cream to create the consumers desire for the cream.
3.4 STRATEGIC APPROACH Attention The advertisement attracts the consumers attention as the colour scheme is bright drawing consumers to the page of the advertisement. The use of a young model with great, natural complexion also grabs target consumers attention as the model is a representation of the target consumers and the results of the skin after using the cream. Interest The word Natural is also bold and large and in a darker colour green, this attracts consumers who are interested in natural products. The advert also contains information on the product and ingredients which are in the cream which will also make consumers interested in the cream as it supplies them with relevant information in a language which is understandable. Desire The advertisement includes the facts that in an observation study of 49 women, after 28 days of using the cream 90% found the skin smoother and 86% the skin more luminous. This fact makes the consumer desire to have skin like the women and desire to purchase the cream. Action The advertisement will increase brand awareness of the brand and influence the consumer to enter a Lâ€™Occitane store and purchase or try the product and discover whether the product is suitable for themselves.
4.0 ADVERTISEMENT 2: SHEA BUTTER RANGE
4.1 PRODUCT INFORMATION The Shea Ultra Rich Cream is for the consumers of L’Occitane who suffer from dry, sensitive skin and may also have skin conditions such as eczema or psoriasis. The cream is enriched with 25% shea, the highest percentage of Shea Concentrate, and makes this cream the richest out of all the moisturisers which L’Occitane sell. The main purpose of this cream is to protect and deeply nourish the skin. The ingredients of the cream consist of fair trade Shea Butter and Shea Concentrate which comforts the skin as well as nourishing it and doubling the protection against dryness. The cream also contains Natural Sugar Complex. This prebiotic natural sugars boost the skins natural oils to form a protective barrier to protect the skin from dryness and against environmental aggressors. The complex also strengthens and restores the skin cells natural defenses and re balances and protects the skins natural good bacteria. The price of the cream is £32.00 and can be used as a day and night cream. The competitor creams which are alternative to this product are Kiehls Ultra Facial Cream, Clarins HydraQuench Cream-Melt and Boitherm Aquasource Rich Cream.
4.2 COMPETITOR ADVERTISEMENTS
Figure 4. Boitherm Aquasource Rich Cream.
Biotherm Aquasource Rich Cream This advertisement includes the brand logo to promote brand identity in the advertisement. The advertisement uses water as a symbol of hydration. It also contains information on the product and its ingredients which will interest the consumer in the product. The use of bubbles is a symbol for the light texture of the cream which is visible in the image of the cream in the bottom right hand corner. The advertisement sticks to an aqua theme to represent the hydrating results the product gives and to reflect the products packaging. The text positioning is center for the facts of the product and for more in depth information the text is smaller and lower down in the page, this means those who are interested in the product can find out more if they want without it being overwhelming for any readers. The advertisement also includes facts about the product meaning consumers will believe the information as their is evidence which supports the products beneficial claims.
4.2 COMPETITOR ADVERTISEMENTS
Figure 5. Kiehl’s Ultra Facial Cream.
Kiehls Ultra Facial Cream This advertisement is very colourful, ultimately attracting the consumers attention. It includes the brands logo to establish the brand identity of the advertisement. The typology is easy to read, and bold. The themes of the advertisement is similar to the product packaging with the use of orange boxes against white text. The advertisement again includes water, in the form of rain, symbolising the hydrating benefits of the cream. The cloud imagery reflects the phrase ‘ultra light’ and the texture of the cream. The advertisement identifies the target consumers skin type which is an advantage of the advertisement as it is directly aiming at the correct target consumer, resulting in satisfied consumers. However, the advertisement does not inform the consumer about the products ingredients and the actions which they perform on the skin.
4.2 COMPETITOR ADVERTISEMENTS Clarins HydraQuench Cream-Melt
Figure 6. Clarins HydraQuench Cream-Melt.
This advertisement features the serum and the moisturising cream, effectively promoting two products in one advertisement. The advertisement features water, a trend in all 3 advertisements to symbolise the hydrating properties from the product. The advertisement doesnâ€™t feature the brands logo and provides text informing consumers briefly benefits the product provides. The advertisement is very simple and brief and doesnâ€™t indicate it is suitable for sensitive skin. The advertisement follows the water theme using a blue tint in the water splash image and blue text, synchronising with the product packaging colour.
4.3 SHEA BUTTER ADVERTISEMENT CRITERIA Colour Theme The shea range is considered as nature’s beauty balm and is a comforting range for the skin. Therefore the advertisement will have neutral, warm colours to represent the purity of the product and the goodness of the product. The colours white, cream and brown will be used. Imagery The advertisement will include the brands logo to identify which brand the cream belongs to. The advertisement will include a model touching her face to indicate the sensitivity no longer affects her. It will include an image of the product so consumers will be able to recognise the cream in stores. The advertisement will also have an image of she shea nut which is the main ingredient in the cream as it is important for those who have sensitive skin to know what the ingredients are in products to prevent reactions. Text The advertisement will include information on what ingredients are in the cream as many customers are keen to know what it is they are putting on their face. It will also include information on the product using fair trade shea as this grabs some consumer’s interest’s using fair trade products. It will also contain information on how the cream makes the skin feel after use. All the information on the product will be featured at the bottom of the page as this way it is much easier for the consumer to read and if the consumer doesn’t want to know more, they are not overwhelmed by a lot of text.
4.4 STRATEGIC APPROACH Attention The advertisement attracts the consumers attention as the word ‘Sensitive’ is larger and is a lighter colour standing out from the rest of the text on the advertisement. This attracts the target consumers to the advertisement. Interest The advertisement makes the consumers interested as it features images of the ingredients of the product. The consumer will want to know what the ingredient is and read the text at the bottom of the advertisement. Desire The advertisement includes the words ‘comfortable’ and ‘protected’. These words are positive and attractive words to the consumer and makes the consumer want to experience their own skin in this positive description. Action The advertisement increases awareness of the brand supplying a moisturiser suitable for sensitive skin types, making this target consumer consider shopping with L’Occitane.
5.0 ADVERTISEMENT 3: PRECIOUS RANGE
5.1 PRODUCT INFORMATION The Precious Day and Precious Night Cream are for the consumers of L’Occitane who have the first signs of aging and want to prevent further aging process to the skin. The creams can be used by dry and normal skin types. The main purpose of these creams are to firm, smooth and prevent further aging damage to the skin. The creams contain Organic Immortelle Essential Oil which is proven to improve existing skin cells. Immortelle Essential Oil boosts the skins circulation, boosts collagen production by 6 times and protects the skin from free radicals which can cause premature aging. Both creams also contain Organic Immortelle Cell Extracts, this ingredient is proven to stimulate the growth of new effective skin cells as it facilitates cell renewal by 8 times, strengthens the junction between the dermis and the epidermis by 4 times and prevents cell damage. The Night Cream also contains Yarrow Extract which stimulates cell renewal benefiting the skin by enhancing the regeneration of skin cells. In observational studies, after 4 weeks on a study of 53 women, deep wrinkles appeared 70% less pronounced using the day cream and in just one use of the night cream 96% found skin repaired and 92% regenerated in an observational study of 49 women in over 4 weeks. The price of the Precious Cream is £48 and the price of the Precious Night Cream is £50. Both creams have 2 patents pending. The competitor creams which are alternative to these products are Chanel Ultra Correction Lift, Estee Lauder Time Zone Night and Lancome Renergie Multi-Lift.
5.2 COMPETITOR ADVERTISEMENTS
Figure 7. Chanel Ultra Correction Lift Day Cream.
Chanel Ultra Correction Lift This advertisement is very simple and contains little information about the product. This is because the brand itself will sell the product rather than an extravagant advertisement. Chanel has loyal customers and is a recognised cosmetic brand and therefore will receive a lot of interest. The advertisement doesnâ€™t contain the logo however the logo is present on the products which the advertisement is promoting. The advertisement does follow Chanelâ€™s brand identity as it follows the monochrome colour scheme which Chanel is famous for. However, the name of the product only gives an indication into the purpose of the cream and therefore the advertisement could provide the consumer with more information on the benefits of using the cream.
5.2 COMPETITOR ADVERTISEMENTS
Figure 8. Estee Lauder Time Zone Night Cream
Estee Lauder Time Zone Night Cream This advertisement includes images of an observational study which is highly influential for the consumer are they are able to physically see the results which the cream produces. The advertisement also includes time digits in the background, this is to symbolise the years of aging the cream will erase. It feature the product with a gold, shimmering lid indicating the product is luxurious and magical. The image of the model highlights the facial contours which is a problem area for most women during the aging process and therefore grabs their attention as it suggests the cream smooths out this area. The advertisement also includes desirable phrases such as ‘You’ll look more than 10 years younger’ making the consumer want to buy the cream to achieve the benefits of the cream. Although, the advertisement doesn’t contain information on what ingredients are in the cream that makes the skin regenerate itself.
Figure 9. Lancome Renergie Lift Multi-Action Day Cream.
5.2 COMPETITOR ADVERTISEMENTS
Lancome Renergie Multi-Action Day Cream This advertisement stands out against the other 2 advertisements as if features a celebrity as the face of the brand, immediately attracting the consumers attention. If a celebrity uses a cream, the consumer then believes it must work and will invest in the product. As well as featuring a celebrity the advertisement is glamorized with a purple shimmering background. This makes the product desirable as the cream is promoting a celebrity lifestyle. The purple background also reflects the product as it is the same colour as the packaging of the cream. The advertisement contains a lot of text informing the consumer of clinical results of the cream and the latest technology used to develop the cream.
5.3 PRECIOUS ADVERTISEMENT CRITERIA Colour Theme The colour theme for this advertisement will consist of a light side and a darker side to indicate one cream is for day time use and the other for night time use. The advertisement will also follow a blue colour scheme as this is the colour of the packaging of the cream making the product identifiable within the L’Occitane stores. Imagery The advertisement will include the brands logo to identify which brand the cream belongs to. An image of both products will feature in the centre of the page, however the image will morph into on representing the cream as a whole. The advertisement will have a distinctive separation of each side, left side representing the day cream and the right side representing the night cream. Each side should have suitable imagery for the cream. The advertisement will also contain the ingredient Immortelle which is present in both creams and is the anti-aging ingredient. Text The advertisement will include information on what ingredients are in the cream as many customers are keen to know what it is they are putting on their face. It will include figures such as in an observational study of 49 women over 4 weeks 96% found skin felt and looked repaired and 92% found skin felt and looked regenerated. The advertisement will also include the fact that the products have 2 patents pending and are best selling creams. The advertisement will also include positive and attractive text such as ‘Firmer’ ‘smoother’ ‘Younger skin’. Terms which attract consumers who are interested in anti-aging creams.
5.4 STRATEGIC APPROACH Attention The advertisement is colourful and includes the terminology ‘repair’ and ‘regenerate’ which are positive antiaging descriptors which will attract the interest of the consumer. Interest The advertisement interests the consumer as it features two products and gives descriptions on each product and has evidential figures for the results of the creams, meaning the consumer will want to find out more information about the product and its benefits and ingredients. Desire The advertisement contains numerous amounts of figures on how the product improved the test subjects skin. The consumer will want to experience these benefits for themselves. Action The advertisement increases awareness of the brand and results in consumers entering the stores to try the cream and find out more information on its benefits and then ultimately, purchasing the creams.
6.0 ADVERTISEMENT 4: DIVINE RANGE
6.1 PRODUCT INFORMATION The divine cream has been awarded by Harpers Bazaar and The Natural Beauty Bible as the best anti-aging moisturising cream on the UK market. The cream has 5 patents pending and is suitable for all skin types but the direct target consumer is the consumer who has mature skin. The cream consists of several active ingredients including Organic Immortelle Essential Oil, Plant oils, Minerals and Organic Myrtle Essential Oil which repairs and regenerates the skin cells deep in the skins dermis. The cream also consists of Marsh Clover which targets firming of the facial contours, Honey to repair the skin overnight, Hyaluronic Acid to hydrate the skin and Wild Daisy and Vitamin C to even out pigmentation and balance out the skins melanin production whilst enhancing the skins radiance. The price of the product is ÂŁ72 and it is a day and night cream. A clinical study on 100 women was completed in a hospital environment to test the results of the cream. After 4 months, 100% found skin was intensely nourished. 89% found skin firmer and elasticity was 90% restored around the contours. The skins radiance was improved by 92%. The competitor alternatives to the divine cream include Chanel Sublimage Cream, Shiseido Future Solution Daytime Protective Cream and Estee Lauder Re Nutirv Ultimate Lift Age-correcting Creme.
6.2 COMPETITOR ADVERTISEMENTS
Figure 10. Chanel Sublimage Cream.
Chanel Sublimage Cream This advertisement has the product as the key focus. The colour scheme is similar to that of the product itself with a gold spot of light highlighting the product. The advertisement does not include any factual information on the product and involves a brief mention of regeneration. The advertisement features the brand logo for brand identity which as mentioned previously, is what will sell the product rather than the advertisement. The use of gold symbolises the luxury of the product and could indicate the texture of the cream being rich as the colour gold is a representative colour of wealth and luxury.
Figure 11. Shiseido Future Solution Daytime Protective Cream
6.2 COMPETITOR ADVERTISEMENTS
Shiseido Future Solution Daytime Protective Cream. This advertisement features a celebrity, however this celebrity isn’t that recognisable which may damage the brand. The advertisement is in black and white to symbolise the packaging of the day and night cream, day cream being cream packaging and night cream being black. The advertisement doesn’t contain any of information on the product and has no observational study reports on the product. The advertisement features the brand logo to help identify the product belongs to Shiseido. The use of lighting surrounding the creams symbolises the importance of the cream and how it is a ‘miracle’ cream for anti-aging. The image of the sea in the background is a symbol for the hydrating purpose of the cream. 36
Figure 12. Estee Lauder Re Nutirv Ultimate Lift Age-correcting Creme.
6.2 COMPETITOR ADVERTISEMENTS
Estee Lauder Re Nutirv Ultimate Lift Age-correcting Creme. This advertisement provides the consumer with information on the products benefits and the ingredients which produce these benefit. The advertisement is very informative in comparison to the other creams meaning it is able to connect to the target consumers who are wanting a cream to deliver the results which this cream does. The advertisement is in black and white to reflect the packaging of the product. The advertisement features a model who has been edited which may put consumers off the product as the model does not need to use the cream resulting in the wrong consumer becoming interested in the cream just by looking at the advert on first glance. The advertisement contains the brands logo to make distinct brand identity.
6.3 ADVERTISEMENT CRITERIA Colour Theme The advertisement will follow the colour of gold and yellows to represent the product packaging and the phrase ‘pot of gold’ which L’Occitane use to describe the product. Gold is also a colour to represent the best of the best, symbolising the Divine Cream is the best cream within L’Occitane and the UK cosmetic industry as the cream has won lots of awards. Imagery The advertisement will feature the product as the main focus for the advertisement, enabling consumers to recognise the cream. The advertisement will feature light around the cream to symbolise the ‘miracle’ that the cream is. The advertisement will feature a lot of text as the cream has a lot to the formula and has won lots of awards which consumers should consider when showing an interest in the cream. The advertisement will feature the L’Occitane logo to establish brand identity on the advertisement. Text The advertisement will feature figures such as ‘95% of women would recommend the cream to a friend’ as the opinion of users of the cream is highly influential when influencing a persons purchasing intentions. The ingredients will also be present on the advertisement to express to the consumer that the cream has a formula of lots of natural ingredients. The advertisement will also include details of awards which the cream has won along with results from clinical trials to help influence the consumer to purchase the cream.
6.4 STRATEGIC APPROACH Attention The advertisement is colourful and includes the phrase â€˜ The secret to everlasting youthâ€™ which indicates the creams exclusivity and that provides everlasting young looking skin, a positive and attractive phrase to attract the consumers attention to the advertisement. Interest The advertisement contains information on the product which makes the consumer interested in the cream and want to know more about the cream. Desire The advertisement contains numerous amounts of figures on how the product improved the appearance of the skin in clinical trials which will make the consumers want to experience the results for themselves and have younger looking skin. Action The advertisement increases awareness of the cream and brand, resulting in consumers entering the boutiques to try the product and ultimately purchase the cream and become converted to Lâ€™Occitane skin care.
7.0 MAGAZINE PLACEMENT As each product is formulated for a specific target consumer, each advertisement is suitable for only certain magazines due to the readers of the magazine. Therefore the advertisements must be placed in magazines which will have full effect in promoting the products and reaching to the correct target audience. 7.1 Weekly Circulated Magazines
Figure 13. Look Magazine.
7.1.1 Look Magazine
Look magazine is the UKs biggest selling fashion weekly magazine. The target consumer for this magazine is woman aged 18- 30. The magazine circulation is 186,055 (Jul 13 - Dec 13) with readership of 424,000 (Jul 13 -Dec 13). Placing an advertisement in this magazine costs ÂŁ14,000 for a full colour advertisement. Advertising in this magazine allows Lâ€™Occitane to connect to the younger target consumers of the brand.
7.0 MAGAZINE PLACEMENT
Figure 14. HELLO! Magazine.
7.1.2 HELLO! Magazine
HELLO! Magazine is an editorial which consists of weekly fashion, celebrity and royalty news. HELLO! reaches 1.2 million readers in the UK per week. The circulation of the magazine is 281,923 per week and the cost to advertise in the magazine is £20,055 in the lifestyle section of the magazine. The highest percentage of age of the reader is aged between 25 - 34 and the readers of HELLO! magazine spend £13million on skincare per month, indicating that readers are highly interested in skin care, making this magazine a great opportunity for L’Occitane to promote its skin care range.
7.0 MAGAZINE PLACEMENT
Figure 15. Grazia Magazine.
7.1.3 Grazia Magazine
Grazia magazine is a weekly luxury fashion magazine. It provides fashion, beauty and news topical guides for its readers. The target reader for this magazine is aged 25 - 45 however the median age of readers are aged 32. The magazine has a circulation of 186,493 and readership of 432,000. The cost to advertise a full page at the front of the magazine is ÂŁ15,065. Advertising Lâ€™Occitane skin care brands in this magazine will promote the brand to the target consumer who has a large disposable income and is able to purchase designer brands.
7.0 MAGAZINE PLACEMENT 7.2 Monthly Circulated Magazines
Figure 16. Cosmopolitan Magazine.
7.2.1 Cosmopolitan Magazine
Cosmopolitan magazine is a womens lifestyle and celebrity monthly magazine with the target consumer being women aged between 18 - 35, with the average consumer being 27. The magazines circulation is 279,127 (Jul 13-Dec 13) with a readership of 1,376,000 and 91% of consumers being female. The cost to advertise in the magazine is ÂŁ114pcm for a colour advertisement. Lâ€™Occitane will be able to promote the brand to a wide target consumer market when advertising with Cosmopolitan.
7.0 MAGAZINE PLACEMENT
Figure 17. Company Magazine.
7.2.2 Company Magazine
Company is a monthly magazine for the young ‘fashionistas’. It features the latest fashion, along with beauty and lifestyle editorials. The average target consumer is 26 and the magazine circulation is 88,059 with a readership of 454,000. The cost price to advertise in this magazine is £60pcm for colour advertisements. L’Occitane will be able to engage with a large target consumer group as the magazines target consumer range is 18 - 30 meaning a selection of advertisements are suitable for this magazine.
7.0 MAGAZINE PLACEMENT
Figure 18. Elle Magazine.
7.2.3 Elle Magazine
Elle is the worlds largest selling fashion magazine which promises to inspire individuality. The magazine circulation is 166,680 with a readership of 876,000 94% being women. The median age of the consumers of the magazine is 28. The cost to advertise in this magazine is £16,550 for a single page spread in colour. L’Occitane advertising in this magazine will raise awareness of the brand as the magazine has a large readership and the consumers will have an interest in beauty and be interested in what products L’Occitane can offer them.
7.0 MAGAZINE PLACEMENT
Figure 19. Good Housekeeping Magazine.
7.2.4 Good Housekeeping Magazine
L’Occitane already collaborates with Good Housekeeping however, L’Occitane only promote products and instore events in the magazine and have no advertisements for the brand in the magazine. The average age of the target consumer for the magazine is 53, with a magazine circulation of 410,984 and readership of 1,464,000. The cost of advertising in the magazine is £20,869 per page. Advertising L’Occitane in Good Housekeeping will convert a large target market to brand as the magazine has a large readership and L’Occitane will already have loyal customers from the magazine, which enables L’Occitane to advertise products to consumers who are familiar with the brand already. 47
7.0 MAGAZINE PLACEMENT
Figure 20. Harpers Bazaar Magazine.
7.2.5 Harpers Bazaar Magazine
Harpers Bazaar is a luxury monthly fashion magazine, packed with designer fashion and beauty products. The magazine has a circulation of 542,028. The target consumer for the magazine has a large disposable income and is aged between 35-54 with the median age of 42. To advertise in the magazine the cost is ÂŁ83,926 for one page. Advertising in this magazine will position the brand correctly within the UK beauty market as this magazine only advertises luxury brands.
7.0 MAGAZINE PLACEMENT
Figure 21. Red Magazine.
7.2.6 Red Magazine
L’Occitane already collaborates with Red however, L’Occitane only promote products and in-store events in the magazine and have no advertisements for the brand in the magazine. Red magazine is a luxury lifestyle magazine. The median age for the target consumer of the magazine is 43, with a magazine circulation of 199,841 and readership of 495,000. To advertise in Red magazine the cost of double page spread in a relevant placement is £35,805. Advertising in Red magazine means L’Occitane can reach out to the more mature consumers of the brand and promote the most expensive moisturising cream bringing in more profit to the company.
7.0 MAGAZINE PLACEMENT
Figure 22. Marie Claire Magazine.
7.2.7 Marie Claire Magazine
L’Occitane already collaborates with Maire Claire however, L’Occitane only promote products and in-store events in the magazine and have no advertisements for the brand in the magazine. Marie Claire is a womens lifestyle magazine which embraces style from the catwalk to the high street. The magazine has a circulation of 227,729 and readership of 757,000. The readers of Marie Claire invest heavily into skin care as this is the back bone of beauty and Marie Claire is also ranks number 1 for natural searches on Google, meaning L’Occitane will interest the readers of Marie Claire as the brand uses natural ingredients in their products. The target consumer age ranges from 25 - 34 and to advertise in the magazine costs £16,500 for a single page spread.
7.0 MAGAZINE PLACEMENT
Figure 23. Vogue Magazine.
7.2.8 Vogue Magazine
Vogue is considered as the Fashion Bible and L’Occitane have previously collaborated with the magazine however this only involved promotional pages for fragrances. The circulation for Vogue is 200,608 and has a total readership of 1,398,000 and 87% of those are female readers. The average age of the target consumer for Vogue magazine is 33. Vogue readers spent £275 million on beauty in the past year with 70% of readers owning premium skincare. L’Occitane would benefit from advertising in Vogue as the target consumers suit several skin care ranges and L’Occitane is a luxury skin care brand meaning the readers can afford to purchase the products as 70% of readers use premium skincare already. To advertise in Vogue magazine the cost is £31,630 per single page spread. 51
7.0 MAGAZINE PLACEMENT
Figure 24. Glamour Magazine.
7.2.9 Glamour Magazine
Glamour magazine combines high quality fashion, beauty, celebrity with lifestyle. The magazine has the circulation rate of 415,258 and a readership of 1,091,000, 93% of readers being female with a median age of 31. 80% of Glamour readers agree that investing in skin care is an investment in their skin. Advertising L’Occitane in this magazine reaches out to the younger consumers of the brand and reaches to the consumers of the magazine who are interested in skincare therefore directly reaching to the consumers of L’Occitane. The cost to advertise in this magazine is £29,068 for a single page spread.
7.0 MAGAZINE PLACEMENT
Figure 25. InStyle Magazine.
7.2.10 InStyle Magazine
InStyle magazine is an ‘inside guide’ to the lives and styles of the worlds most stylish and admired international celebrities and provides consumers with lifestyle, fashion and beauty advice. The magazine has a circulation of 144,628 and readership of 323,000. The target consumer of the magazine is aged between 25-40 with the median age being 38. To advertise in this magazine costs £17,155 for a single page spread. Advertising L’Occitane in this magazine will directly reach consumers who are interested in beauty and have disposable income to invest in skincare.
7.0 MAGAZINE PLACEMENT
Figure 25. Tatler Magazine.
7.2.11 Tatler Magazine
Tatler magazine is a premium lifestyle magazine and has a circulation of 83,209 and a readership of 162,000 with 82% being women. The median age for the target consumer is 42 meaning Lâ€™Occitane are able to target the more mature consumers when advertising in this magazine. The target consumers for this magazine have a large house hold income with the average being ÂŁ131,178 indicating the consumers have a high disposable income meaning they can afford to spend money on luxury skincare products. The cost to advertise in this magazine is ÂŁ12,200 for a single page spread.
7.0 MAGAZINE PLACEMENT
Figure 26. Woman & Home Magazine.
7.2.12 Woman & Home Magazine
Woman & Home magazine is a lifestyle magazine for women aged 35+. The magazine has a circulation of 353,169 and a readership of 732,000. Lâ€™Occitane already do promotion pages with Woman & Home and advertising in the magazine would promote the skin care for the brand to women who are interested in beauty and anti-aging skin care. To advertise in this magazines costs ÂŁ13,928 for a single page spread.
7.0 MAGAZINE PLACEMENT Taking into consideration factors on the target market for the consumers of the magazines and the target consumer of the products in the Lâ€™Occitane advertisements, the following advertisements are compatible with the selected magazines. 7.3 Angelica Advertisement Placement Look, Cosmopolitan, HELLO! and Company magazines. The Angelica advertisement is more effective in these magazines as the target market for the magazines are for a younger audience and Lâ€™Occitaneâ€™s Angelica range is for normal and oily skin types and has no anti-aging properties and so the readers of Look, Cosmopolitan, HELLO! and company magazines can all use the Angelica moisturiser. Also, the price of the moisturiser suits the target audience for the selected magazines as the price point of the magazines is small in comparison to the monthly luxury fashion magazines. 7.4 Shea Advertisement Placement Look, Cosmopolitan, Company and Elle magazines. The Shea advertisement will be more beneficial being situated in these magazines as the cream is aimed at consumers of all ages and for dry and sensitive skin types. The price point of the product suits the readers disposable income. The reader of these magazines are a lot younger and therefore have less disposable income than a woman who is 37 in her career. The Shea advertisement is suitable for all of the magazines however, other creams are more suitable for the more luxury magazines as these have a higher price point in-comparison to the Shea cream and the company would benefit more financially by advertising the more expensive cream in the luxury magazines. 56
7.0 MAGAZINE PLACEMENT 7.5 Precious Advertisement Placement Grazia, Elle, Marie Claire and Glamour magazines. The Precious advertisements are suitable for these magazines as the target market for the magazines is similar to that of the precious creams. The skin begins the aging process at around 25 and therefore the readers of the magazines that have a target audience aged 25+ will be interested in ant-aging skin care. The Divine Cream is also suitable for these magazines however other magazines have older target consumers who will benefit more 7.6 Divine Advertisement Placement Good Housekeeping, Harpers Bazaar, Red, Vogue, InStyle, Tatler and Woman & Home magazines. The Divine advertisement is best suited to these magazines as this cream has the oldest target consumer and the magazines all have older target consumers in comparison to the rest of the best selling magazines. The readers of the magazines all share an interest in anti-aging and beauty and being the older consumer usually means the higher disposable income meaning the readers of these magazines can afford to shop at L’Occitane. Some of these magazines already promote some of L’Occitane’s products and by advertising the products in the magazines means L’Occitane are more likely to maintain those customer’s as well as converting new ones to the brand. L’Occitane will begin the advertising campaign from October Issues of the monthly magazines. L’Occitane will email the advertisements to the magazines along with a timetable of when the company would like the advertisement to be published and the cost of each advertisement. 57
8.0 ADVERTISING TIMELINE 8.1 Look Magazine Look will advertise the Angelica and Shea ranges. As the magazine is a weekly magazine, each advertisement will feature twice a month in the magazine, alternating each week. 8.2 Cosmopolitan Magazine Cosmopolitan will advertise the Shea and Angelica ranges. The magazine is a monthly and therefore each advertisement will feature 6 times in the magazine. From October 2014 - March 2015 the Shea advertisement will feature in the magazine as this product is most suitable for winter as it protects the skin from harsh climates and from April 2015 - September 2015 the Angelica Advertisement will be featured in the magazine as this product is more suitable for summer as it has a lighter texture and keeps the skin hydrated. 8.3 HELLO! Magazine HELLO! will advertise the Angelica advertisement alone. This is a weekly magazine and the advertisement will feature in the magazine twice a month. 8.4 Company Magazine Company Magazine will advertise the Shea and Angelic ranges. This magazine is a monthly magazine and will feature each advertisement 6 times. From October 2014 - March 2015 the Shea advertisement will be used as this product is most suitable for the winter as it protects the skin against harsh climate conditions and the Angelica advertisement will feature from April 2015 - September 2015 as this cream is more suitable for the summer months. 58
8.0 ADVERTISING TIMELINE 8.5 Elle Magazine Elle will feature 3 advertisements; Shea, Angelica and Precious. This is because the readers of this magazine are more varied in comparison to the other magazines. Elle is a monthly magazine and therefore the advertisements will have to spread through out the space of a year. The Precious advertisement will feature in the magazine 7 times over the year as this is the highest priced product out of the other moisturisers. The Precious will feature in the magazine during the months : October 2014, December 2014, January 2015, March 2015, May 2015, July 2015, September 2015. The Angelica advertisement will feature in the magazine 3 times during the months; April 2015, June 2015 and August 2015. The Shea advertisement will feature in the magazine 2 times during the months November 2014 and February 2015. Shea will only feature twice in the magazine as its texture is similar to that of the Precious cream. 8.6 Grazia Magazine Grazia magazine will advertise the Precious range. The magazine is a weekly and the advertisement will feature in the magazine 4 times a month. 8.7 Marie Claire Magazine Marie Claire magazine will advertise the Precious range. The magazine is monthly and the advertisement will feature 4 times in the magazine during a year. The magazine will be in the magazine during the months October 2014, December 2014, January 2015, May 2015.
8.0 ADVERTISING TIMELINE 8.8 Glamour Magazine Glamour magazine will advertise the Precious range 6 times in one year. The advert will be featured in the monthly issues of October 2014, December 2014, February 2015, April 2015, June 2015, August 2015. 8.9 Good Housekeeping Good Housekeeping will advertise the Divine Cream 3 times within a year. The advertisement will feature in the monthly issues of October 2014, December 2014, February 2015. 8.10 Harpers Bazaar Harpers Bazaar will advertise the Divine Cream in every monthly issue for 1 year beginning October 2014. 8.11 Red Magazine Red magazine will advertise the Divine Cream The magazine is monthly and the advertisement will feature 4 times in the magazine during a year. The magazine will be in the magazine during the months October 2014, December 2014, January 2015, May 2015. 8.12 Vogue Magazine Vogue magazine will advertise the Divine Cream in every monthly issue for 1 year beginning October 2014.
8.0 ADVERTISING TIMELINE 8.13 InStyle Magazine InStyle Magazine will advertise the Divine Cream. The magazine is a monthly magazine and therefore will feature 4 issues; October 2014, January 2015, May 2015 and September 2015. 8.14 Tatler Magazine Tatler magazine will advertise the Divine Cream in every monthly issue for 1 year beginning October 2014. 8.15 Woman & Home Magazine Woman & Home magazine will advertise the Divine Cream. The magazine is a monthly magazine and will feature the advertisement in 6 issues over 1 year; October 2014, December 2014, February 2015, April 2015, June 2015, August 2015.
9.0 CONCLUSION To conclude, the advertising campaign will take place in 15 different magazines which all have different demographics enabling L’Occitane to promote their skin care to a large mass of consumers and will also help create awareness of L’Occitane in the high end beauty market. The advertisements all follow the AIDA model resulting in maximum effect of influencing the consumers purchasing behavior. The advertising campaign will last for a period of a year, during the end of its duration, the moiturisers profits will be analysed to assess how successful the campaign was and to consider new advertising tactics such as expanding the advertising campaign into other areas of the skin care ranges such as cleansers and serums. As this is L’Occitane’s’ first print advertising campaign, the cost will be expensive as it concentrates on enabling L’Occitane to reach out to a larger target consumer. Once the brand is more established, the campaign will only feature in magazines which the largest majority of L’Occitane consumers purchase. This is when L’Occitane will begin to see a profit when using a print advertising campaign.
10.0 FIGURES All Print Advertisements for Lâ€™Occitane - Created by Chris Ledward, Graphic Designer. Cover image : http://img.docstoccdn.com/thumb/orig/125204880.png ( Edited). Figure 1 : http://blog.shopluxo.com.br/imagens/Dior-Hydra-Life.jpg Figure 2 : http://nnieuws.be/sites/default/files/hoofdafbeeldingen/estee-lauder-hydrationist_ad.jpg Figure 3 : http://thestylespy.com/wp/wp-content/uploads/Clinique-Moisture-Surge.jpg Figure 4: http://www2.iciparisxl.be/uploadedimages/BE-fr/B2C/Promotions/2011/april/Biotherm_aquasource_celular_water_ thermaal_plankton_BEfr.jpg Figure 5: http://www.bntnews.co.uk/images/news/2014/jhcepqjbjhqmir3y0ruowlasc6gfqylz.jpg Figure 6: http://media9.onsugar.com/files/2011/10/44/1/670/6708701/896dd6c891e8d804_clarins_hydraquench_ad.JPG Figure 7: http://cremitas.com/wp-content/2011/11/Tratamiento-reafirmante-Ultra-Correction-Lift-de-Chanel.jpg Figure 8: http://www.talkingmakeup.com/pics/este/zone500.jpg Figure 9: http://www.celebrityendorsementads.com/celebrity-endorsements/celebrities/kate-winslet/lancome-renergie-lift/ Figure 10: http://www.gtksa.org/zbxe/files/attach/images/6953 Figure 11: https://i0.wp.com/s19.postimg.org/austdqfkj/image.jpg Figure 12: https://myfdb-main.s3.amazonaws.com/image/tear_sheet/293352/aebbb2e316daf912ec20/large_640x Figure 13: http://www.look.co.uk/sites/default/files/imagecache/scaled_620px_wide/011013COVERLAND.png Figure 14: http://www.hellomagazine.com/imagenes/royalty/2013031811654/kate-middleton-uncle-gary-excl Figure 15: http://megasabi.com/explore/wp-content/uploads/2014/04/Katy-Perry-For-Grazia-Magazine-Mexi Figure 16: http://www.couponclipinista.com/wp-content/uploads/2013/11/Cosmopolitan-Magazine-_-July-20 Figure 17: http://upload.wikimedia.org/wikipedia/en/3/32/Company_Magazine_April_2012_cover.jpg Figure 18: http://www.elle-magazine.com/wp-content/uploads/2014/01/magazine-elle.jpg Figure 19: http://www.newsstand.co.uk/i2363991/Zoom/GOOD-HOUSEKEEPING-_JUL-13.jpg Figure 20: http://i1.cdnds.net/11/31/550w_beyonce_harpers_bazaar_4.jpg Figure 21: http://www.ragandbow.com/images/red_fb10.jpg Figure 22: http://amodelsny.com/wp-content/uploads/2012/07/Rachel-Weisz-Marie-Claire-UK-cover-September-2012.jpeg Figure 23: http://cdn02.cdn.pinkisthenewblog.com/wp/wp-content/uploads/2012/07/Emma-Stone-for-Vogue-UK-August-2012. jpg Figure 24: http://cdni.condenast.co.uk/410x540/g_j/glamourcoverjan08_elongoria_410.jpg Figure 25: http://fashionscansremastered.files.wordpress.com/2013/01/fashion_scans_rem Figure 26: https://thefoldlondon.com/wp-content/uploads/2013/03/Tatler-April-20 63
11.0 REFERENCES Bauer Media. (n.d.). Grazia Media Pack. Retrieved May, 2014, from http://www.bauermedia.co.uk/uploads/Grazia_Mediapack_2013_lores_LATEST.pdf Conde De Nast. (n.d.). Glamour Media Kit Print. Retrieved May, 2014, from http://www.condenast.com/brands/glamour/media-kit/print Conde De Nast. (n.d.). Vogue Media Information 2014. Retrieved May, 2014, from http://digital-assets.condenast.co.uk.s3.amazonaws.com/static/condenast/Vogue%20media%20pack%20-%20integrated%20November%202013%20%282%29.pdf Conde Nast International. (n.d.). Glamour. Retrieved May, 2014, from http://www.condenastinternational.com/country/united-kingdom/glamour/ Harpers Bazaar. (n.d.). Harpers Bazaar Media Kit. Retrieved May, 2014, from http://www.harpersbazaarmediakit.com/r5/home.asp Hearst. (n.d.). Elle. Retrieved May, 2014, from http://www.hearst.co.uk/magazines/Elle/5-About.htm Hearst. (n.d.). Red. Retrieved May, 2014, from http://www.hearst.co.uk/magazines/Red/5-About.htm Hearst Magazines. (n.d.). Company. Retrieved May 2014, from http://www.hearst.co.uk/magazines/Company/5-About.htm Hearst Magazines. (n.d.). Cosmopolitan. Retrieved May, 2014, from http://www.hearst.co.uk/magazines/Cosmopolitan/5-about. htm Hearst Magazine Direct. (n.d.). Elle. Retrieved May 2014, from http://www.hearstmagazinesdirect.co.uk/elle.html Hearst Magazines. (n.d.). magazines direct. Retrieved May, 2014, from http://www.hearstmagazinesdirect.co.uk/magazines.html Hearst Magazine Direct. (n.d.). Red. Retrieved May, 2014, from http://www.hearstmagazinesdirect.co.uk/red.html Hello Magazine. (n.d.). Hello Magazine Media Pack. Retrieved May, 2014, from http://hellomagazinemediapack.com/ files/6113/7293/5557/CMP2013_ONLINE.pdf I 64
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