It’s all about you

The Star Malaysia - Star2 - - TRENDS - – San­dra Low

AD­VER­TIS­ING cam­paigns are tricky to come up with.

Not only must the brand un­der­stand what its tar­geted cus­tomer wants it must be able to com­mu­ni­cate its im­age and mes­sage clearly, can­didly and re­al­is­ti­cally.

So, it’s al­ways fas­ci­nat­ing to see what a brand rolls out. For bet­ter or worse once a cam­paign is launched it will stick in ev­ery­one’s mind for years to come.

Over the years, Clar­ins, a pres­tige French spa and skin­care brand, have pho­tographed their mod­els look­ing al­most au na­turel in their ad cam­paigns, a nod to the brand’s wis­dom in supp­port­ing a woman’s nat­u­ral beauty. Their ad vi­su­als were clean and sim­ple, show­ing only a head­shot of the model next to its skin­care prod­ucts against its sig­na­ture red and white brand­ing.

To cap­ture its cus­tomers’ at­ten­tion in a new way, Clar­ins has un­veiled its new­est ad cam­paign.

Tak­ing the lead from the brand’s tagline “It’s all about you” it con­tin­ues to put women at the heart of its com­mu­ni­ca­tions.

“This new sig­na­ture is a re­minder of Clar­ins’ vo­ca­tion for over 60 years in lis­ten­ing to women, un­der­stand­ing their needs and in­no­vat­ing to of­fer them the best per­son­alised prod­ucts for their skin,” says Natalie Bader, pres­i­dent of Clar­ins.

The new ad cam­paign, shot by Aus­tralian pho­tog­ra­pher Lach­lan Bai­ley, por­trays Clar­ins’ women in their 30s, 40s and 50s as ac­tive, pos­i­tive, glow­ing and el­e­gant, who em­brace ap­pro­pri­ate skin­care prod­ucts to match their age, needs and life­style.

They are also cap­tured in mo­ments of daily life and se­duc­tion that ev­ery­one can iden­tify with, so it’s a live­lier vis­ual in­fused with more en­ergy.

“We specif­i­cally chose mod­els who are the same age as users of our prod­ucts to re­flect Clar­ins’ au­then­tic ap­proach to beauty,” Bader ex­plains.

The whole cam­paign mixes life­style slo­gans with a sci­en­tific mes­sage and each prod­uct is pre­sented with its star plant in­gre­di­ent, sug­gest­ing a bal­anced syn­ergy be­tween life­style and the sci­ence of plants.

Its global com­mu­ni­ca­tion also in­cludes a se­ries of videos, to meet dig­i­tal plat­forms, where the brand presents view­ers with as­pi­ra­tional or in­flu­en­tial women who use Clar­ins’ prod­ucts and who in­vite view­ers to dis­cover their daily lives.

Clar­ins chose mod­els who are the same age as users of their prod­ucts to re­flect the brand’s au­then­tic ap­proach to beauty. — Clar­ins

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