INDEX :
Top Advertisements from Beauty / Personal Care / Skincare/ Haircare Brands & its Key Learnings
1. Dove - “Real Beauty Sketches” (2013)
What Was the Advertisement All About: Dove’s “Real Beauty Sketches” campaign is one of the most iconic ads in the beauty industry. The ad featured a forensic artist who drew sketches of women based on their own descriptions, and then drew sketches of them based on how strangers described them. The difference between the two sketches was striking, often revealing how women are much harsher on themselves than others are.
Brand Archetype: Dove embodies the Caregiver archetype. The brand’s mission has always been to make women feel beautiful by promoting self-love, self-care, and authenticity. In this ad, the Caregiver archetype shines brightly as the ad centers on nurturing self-esteem and encouraging people to embrace their natural beauty.
Audience Reception: The ad was widely praised for its powerful message about self-perception and beauty. It generated emotional responses, and many viewers were moved by the visual contrast of the sketches. Dove received recognition for promoting real beauty and sparking conversations about self-acceptance.
Brand Vibe: The vibe that Dove resonates with here is Connection. The ad invites viewers into an emotionally intimate space, fostering a sense of unity and understanding about how beauty is perceived. The juxtaposition between how women see themselves versus how others see them creates an atmosphere of connection, empathy, and shared human experience.
Focus Area of the Ad: The focus was on redefining beauty standards, promoting confidence, and challenging the superficial, idealized version of beauty portrayed by traditional ads.
Key Statistics of its Impact: The campaign reached over 170 countries and garnered more than 60 million views on YouTube alone. It led to a 4% increase in Dove’s sales in the following year.
Key Observations: What stands out about this ad is how it breaks away from conventional beauty marketing, which often focuses on unattainable standards. It shows that beauty comes in all shapes and sizes, and that self-perception can often be distorted by negative influences.
2. Chanel No. 5 - “The One That I Want” (2014)
What Was the Advertisement All About: Chanel’s No. 5 ad was a cinematic masterpiece featuring Gisele Bündchen. The ad takes you on a journey of love, desire, and elegance. The imagery portrays a sophisticated, glamorous woman navigating through life’s emotions, all while wearing the iconic fragrance. The ad is filled with sensual imagery and dramatic music, leaving viewers captivated by the allure of Chanel No. 5.
Brand Archetype: Chanel’s archetype is the Ruler. The brand represents luxury, control, and authority, and its ads often showcase opulence and exclusivity. In this ad, the Ruler archetype is exemplified through the portrayal of a confident, powerful woman who’s in complete control of her life and decisions.
Audience Reception: This ad was a blend of art and fashion, and its sophisticated tone received a positive reception from its target audience. Viewers were captivated by the stunning visuals, the star power of Bündchen, and the aura of luxury Chanel embodies.
Brand Vibe: The vibe of this ad is undeniably Sophistication. Everything from the luxurious settings to the choice of music and the casting exudes high-end sophistication. Chanel communicates a refined elegance that appeals to the viewer’s desire for exclusivity and prestige.
Focus Area of the Ad: The ad focuses on conveying the idea of timeless elegance and the power of Chanel No. 5, the fragrance that defines sophistication.
Key Statistics of its Impact: The ad’s impact was global, with millions of views across multiple platforms. Chanel No. 5’s sales saw a significant increase in the luxury fragrance category, further solidifying its place as an iconic product.
Key Observations: What this ad teaches is the power of timeless branding. Chanel knows its audience and crafts each ad to reinforce the brand’s elite status, reminding consumers of the luxurious experience it offers.
3. L'Oréal Paris - “Because You’re Worth It”
What Was the Advertisement All About: L’Oréal’s “Because You’re Worth It” campaign has been running for decades, but it remains one of the most impactful beauty campaigns. The ad celebrates women’s individuality and empowers them to feel beautiful, no matter their age, race, or background. It’s a message of self-worth, confidence, and empowerment that transcends traditional beauty standards.
Brand Archetype: L’Oréal fits into the Innocent archetype. This is evident through the brand’s emphasis on positivity, self-love, and purity in its messages. The tagline “Because You’re Worth It” encapsulates the Innocent archetype’s focus on nurturing self-esteem and embracing one’s natural beauty.
Audience Reception: The ad has had tremendous impact over the years, with audiences resonating deeply with its message of empowerment. Women from all walks of life have connected with the phrase "Because You're Worth It," which reinforces their sense of personal value and beauty.
Brand Vibe: The vibe L’Oréal embodies here is Sunshine. It brings warmth and positivity to its viewers, creating a bright, uplifting experience that resonates with feelings of joy, empowerment, and self-celebration.
Focus Area of the Ad: The campaign centers on promoting self-worth, confidence, and empowerment, all while promoting the brand’s beauty products.
Key Statistics of its Impact: The “Because You’re Worth It” slogan has helped L’Oréal maintain its position as a leader in the beauty industry, with the company being one of the most recognized beauty brands worldwide.
Key Observations: L’Oréal’s ad teaches the power of consistency in messaging. The brand has continuously reinforced the same empowering message over the years, which has resonated deeply with its audience and made the campaign timeless.
4. Estée Lauder - “Advanced Night Repair” (2019)
What Was the Advertisement All About: Estée Lauder’s ad for their Advanced Night Repair serum featured a series of stunning visuals showing models applying the product at night, followed by smooth, glowing skin the next morning. The ad’s emphasis was on the transformative power of the serum, promising a rejuvenated, radiant appearance.
Brand Archetype: Estée Lauder embodies the Creator archetype. The ad focuses on creativity and innovation, showcasing how the brand’s product is a result of groundbreaking science and research. The message is clear: the product is not just a beauty product; it’s a result of creative brilliance.
Audience Reception: The audience was captivated by the futuristic visuals and the promise of healthier, glowing skin. The ad effectively communicated the brand's authority in the skincare space, garnering positive reactions, especially from a more mature audience seeking skincare solutions.
Brand Vibe: The vibe of Estée Lauder in this ad is Intelligence. The advanced technology behind the product is a key feature in the ad, highlighting its scientific approach to skincare. The ad makes viewers feel like they are engaging with a brand that is deeply knowledgeable and pioneering in the beauty industry.
Focus Area of the Ad: The focus was on demonstrating the efficacy of the Advanced Night Repair serum in repairing skin overnight, appealing to those looking for visible, scientific results in their skincare routine.
Key Statistics of its Impact: The campaign increased product awareness significantly, and Advanced Night Repair became one of Estée Lauder’s top-selling products, with global sales soaring in the years following the ad’s launch.
Key Observations: This ad highlights the importance of marrying innovation with beauty marketing. It showcases how consumers are increasingly drawn to products that promise results backed by science and research.
5. Maybelline New York - “That’s Who I Am” (2020)
What Was the Advertisement All About: Maybelline’s “That’s Who I Am” ad centers around authenticity, self-expression, and empowerment. The ad features diverse women embracing their unique beauty through Maybelline products. It’s a celebration of individuality and confidence, with the tagline empowering women to say, “That’s who I am.”
Brand Archetype: Maybelline taps into the Everyperson archetype. The ad portrays women from all walks of life, making it clear that beauty is for everyone, not just a select few. It’s about inclusivity, relatability, and celebrating authenticity in beauty.
Audience Reception: The ad was well-received, especially by younger audiences, as it resonated with the need for representation and inclusivity in the beauty industry. It generated positive feedback for embracing individuality and diversity.
Brand Vibe: Maybelline’s vibe is Fun. The ad radiates energy, confidence, and excitement, inviting viewers to embrace makeup as a playful and creative form of self-expression.
Focus Area of the Ad: The campaign focused on empowering individuals to embrace their natural beauty and use makeup as a tool to amplify their unique features.
Key Statistics of its Impact: The ad increased brand engagement on social media platforms, especially among Gen Z and Millennial demographics, driving a significant boost in online sales.
Key Observations: This ad emphasizes the importance of authenticity and representation in modern beauty marketing. It shows that beauty is not one-size-fits-all but a personal, creative experience that everyone can enjoy.
6. Gucci Beauty - “Gucci Bloom” (2018)
What Was the Advertisement All About: Gucci’s ad for Gucci Bloom was a visually stunning celebration of femininity. The ad features actress Dakota Johnson and a cast of diverse women enjoying the freedom of nature, with lush florals symbolizing empowerment and sensuality. It speaks to the power and independence of women, with an ethereal yet grounded approach to beauty.
Brand Archetype: Gucci embraces the Outlaw archetype, positioning itself as a brand that challenges norms and embraces freedom. The “Gucci Bloom” ad captures this through its rejection of conventional beauty and the celebration of individuality and sensuality.
Audience Reception: The ad received praise for its bold artistic direction, as well as its focus on empowerment and freedom. The use of diverse models and the rejection of traditional beauty standards resonated with a global audience.
Brand Vibe: Gucci’s vibe here is Mysterious. The ad’s moody visuals, combined with the sense of freedom and exploration, create an enigmatic aura around the Gucci Bloom fragrance.
Focus Area of the Ad: The ad focused on celebrating women’s sensuality and individuality, using nature as a metaphor for personal freedom.
Key Statistics of its Impact: Gucci Bloom saw a boost in fragrance sales following the campaign, particularly among fashion-forward individuals seeking a unique and nontraditional beauty experience.
Key Observations: Gucci’s ad reminds us of the power of breaking beauty norms. It teaches that true beauty lies in individuality and authenticity, rather than adhering to predefined standards.
7. Fenty Beauty - “Pro Filt’r Foundation” (2017)
What Was the Advertisement All About: Fenty Beauty’s “Pro Filt’r Foundation” campaign became a landmark moment in beauty advertising. Rihanna’s inclusive foundation range was highlighted in a commercial that showed a diverse range of women with varying skin tones, all of whom found their perfect shade with the Pro Filt’r foundation.
Brand Archetype: Fenty Beauty exemplifies the Rebel archetype. The brand disrupted the beauty industry by challenging the lack of inclusivity in makeup. The ad is a celebration of breaking boundaries, offering a broad range of shades and promoting acceptance.
Audience Reception: The campaign received global acclaim for its inclusivity and representation, with audiences praising the brand’s effort to cater to all skin tones. It became a cultural movement within the beauty industry, especially among marginalized groups.
Brand Vibe: Fenty Beauty’s vibe is Global. The campaign embraced a universal message of inclusivity, making women of all races, backgrounds, and identities feel seen and valued.
Focus Area of the Ad: The ad focused on promoting inclusivity in beauty, emphasizing that makeup should be available to all, regardless of skin tone.
Key Statistics of its Impact: The launch of Fenty Beauty was a game-changer in the beauty industry. Fenty Beauty was a major commercial success, with the foundation selling out quickly across multiple global markets and bringing in millions in revenue.
Key Observations: Fenty Beauty’s campaign shows the power of inclusivity and representation. It not only shaped a new standard in beauty but also demonstrated how aligning with cultural values can drive both social change and commercial success.
8. Pantene - “Strong is Beautiful” (2017)
What Was the Advertisement All About: Pantene’s “Strong is Beautiful” campaign flipped the script on traditional beauty standards. The ad showed women breaking free from societal expectations, embracing strength, confidence, and beauty in equal measure.
Brand Archetype: Pantene aligns with the Hero archetype. The ad celebrates strength and resilience, with Pantene encouraging women to embrace both their inner and outer strength.
Audience Reception: The ad was embraced by audiences for its empowering message. It resonated with those who sought a deeper connection to their beauty products, beyond superficial appearance.
Brand Vibe: Pantene’s vibe here is Strength. The ad communicates a sense of empowerment, encouraging women to embrace their natural beauty and strength.
Focus Area of the Ad: The focus was on empowering women to see strength as an essential part of beauty.
Key Statistics of its Impact: The ad led to an increase in brand loyalty and positive brand perception, particularly among women who value strength and empowerment.
Key Observations: Pantene’s ad teaches the value of redefining beauty standards. Strength is beautiful, and this campaign proved that powerful, confident women resonate deeply with modern audiences.
Lessons from Ads Targeting Similar Audiences, that can be applied to Beauty / Personal Care / Skincare/ Haircare Brands and Strategies to Elevate Your Campaigns
1. Nike - “Just Do It” Campaign
Lessons We Can Take: Nike's "Just Do It" has always been a call to action that empowers individuals to break through barriers. For beauty and personal care brands, this approach translates into encouraging customers to embrace their unique beauty without hesitation. It shows the power of empowerment and tapping into a universal desire for confidence. Beauty brands can motivate their audience by reinforcing the message that their products can unlock confidence and help them feel unstoppable.
Strategies for Beauty / Personal Care Brands: A beauty campaign could take inspiration by focusing on empowering messages about feeling confident, strong, and beautiful in your own skin. This can resonate with a broad audience by portraying real, diverse individuals using the product to transform or enhance their self-image. Using an inspiring, motivational message can create emotional resonance.
Use of Brand Archetype & Resonance: Nike utilizes the Hero archetype, emphasizing personal strength and achievement. Similarly, beauty brands can adopt this archetype to portray their customers as heroes of their own stories. This creates a powerful, aspirational connection, where the brand becomes a tool for empowerment. A beauty campaign tapping into this archetype could use language like “unleash your beauty” or “become your best self” to resonate with an audience seeking confidence and strength.
2. Apple - “Think Different” Campaign
Lessons We Can Take: Apple’s campaign was about embracing individuality, thinking outside the box, and redefining norms. This can be applied to beauty brands by highlighting diversity and non-conformity, encouraging customers to define their own beauty standards. Beauty ads can embrace various beauty ideals and encourage the audience to feel good about breaking away from mainstream expectations.
Strategies for Beauty / Personal Care Brands: Beauty brands can create campaigns that challenge the status quo by showcasing diverse beauty standards and personal styles. Ads should focus on the uniqueness of individuals rather than conforming to one-size-fits-all ideals. Celebrate non-traditional beauty, and inspire confidence in customers to express their true selves.
Use of Brand Archetype & Resonance: Apple taps into the Explorer archetype, encouraging people to venture beyond boundaries. Beauty brands can adopt this archetype to promote self-discovery in the beauty journey. By focusing on personal exploration and embracing diversity, beauty brands can resonate with an audience looking for innovative products that challenge conventional beauty standards.
3. Coca-Cola - “Share a Coke”
Lessons We Can Take: Coca-Cola’s “Share a Coke” campaign personalized the experience for its customers by placing names on bottles. For beauty brands, personalization can create a deeper connection with the customer. By making consumers feel special, beauty brands can forge a strong emotional bond that goes beyond just the product, turning customers into brand advocates.
Strategies for Beauty / Personal Care Brands: A beauty brand could use personalized packaging or customized recommendations based on customers' preferences, skin types, or hair textures. Personalizing the experience enhances customer loyalty and can spark viral marketing as customers share their personalized products on social media.
Use of Brand Archetype & Resonance: Coca-Cola embodies the Innocent archetype, focusing on purity, positivity, and simplicity. Beauty brands can use this archetype to emphasize simplicity and purity in their products, highlighting ingredients or beauty routines that make people feel clean, fresh, and joyful. By resonating with these values, beauty brands can foster trust and warmth.
4. Volkswagen - “The Force” (2011)
Lessons We Can Take: Volkswagen’s “The Force” commercial was a clever mix of humor and heart, tapping into emotions with a familiar pop culture reference. Beauty brands can learn from this by adding humor or lightheartedness to their campaigns. Combining relatability with a touch of whimsy can make beauty ads feel more approachable, fun, and memorable.
Strategies for Beauty / Personal Care Brands: Incorporate humor or relatability into beauty ads, particularly for skincare or haircare products. For example, ads could show the amusing struggle of dealing with skin or hair issues, then introduce how the product solves those problems in a fun, unexpected way. Humor can make beauty campaigns more engaging and accessible.
Use of Brand Archetype & Resonance: Volkswagen’s Jester archetype makes the brand seem playful and fun, breaking through the seriousness of the automotive industry. Beauty brands can also embrace this archetype to make their campaigns feel lighthearted, emphasizing that beauty is not about perfection but about enjoying and having fun with the process.
5. Old Spice - “The Man Your Man Could Smell Like”
Lessons We Can Take: Old Spice’s campaign broke through the traditional masculine stereotypes, using humor to appeal to a wider audience. Beauty brands targeting a broader demographic, including men or non-binary individuals, could learn from this by using humor to challenge conventional beauty norms and create a fun, inclusive atmosphere.
Strategies for Beauty / Personal Care Brands: A beauty brand could launch a campaign targeting all genders or emphasizing non-binary beauty standards. Using humor or playful exaggeration can help engage viewers and make the brand feel inclusive and non-judgmental. The ad could explore how beauty care, skincare, or haircare products can be a fun and empowering experience for everyone.
Use of Brand Archetype & Resonance: Old Spice uses the Rebel archetype, which challenges norms and creates a sense of rebellion. A beauty brand can tap into this archetype by offering products that defy traditional beauty expectations, promoting uniqueness, and empowering customers to break free from conventional standards.
6. Lego - “Rebuild the World”
Lessons We Can Take: Lego’s campaign encourages creativity and building something new. Beauty brands can adopt this by focusing on the creativity and individuality of their consumers. By framing beauty as an art form, beauty brands can inspire customers to create their own unique beauty routine, tailored to their personal needs.
Strategies for Beauty / Personal Care Brands: A beauty brand can promote the idea of “building your beauty routine” with their products. Campaigns can encourage customers to express themselves creatively through makeup or skincare, showing that beauty is a customizable experience, not one-size-fits-all. This encourages consumers to mix and match products based on their preferences.
Use of Brand Archetype & Resonance: Lego aligns with the Creator archetype, encouraging innovation and creative expression. Beauty brands can embrace the same archetype by emphasizing self-expression, artistry, and personal creation in their campaigns. This taps into the growing desire for personalized and customizable beauty experiences.
7. Heineken - “Open Your World”
Lessons We Can Take: Heineken’s campaign focused on openness and expanding horizons by embracing diversity. For beauty brands, this could translate into promoting inclusivity and diversity in their product offerings. Beauty ads can showcase a wide range of individuals with different backgrounds, genders, and body types, emphasizing that beauty is universal.
Strategies for Beauty / Personal Care Brands: A beauty brand can focus on showcasing the wide range of products suitable for all skin tones, body types, or hair textures. The ad should highlight the versatility of the brand’s products, emphasizing that beauty is diverse and accessible to all, fostering a sense of global unity.
Use of Brand Archetype & Resonance: Heineken uses the Explorer archetype, which embraces adventure, new experiences, and discovery. Beauty brands can leverage this archetype by encouraging customers to explore different beauty routines, ingredients, and products to find what works best for them.
8. Guinness - “Made of More”
Lessons We Can Take: Guinness’ campaign is about highlighting the richness of experiences and the depth behind the product. For beauty brands, the lesson is to focus on the story behind the product — whether it’s the ingredients, the science, or the ethical sourcing. Beauty brands can create a deeper emotional connection by emphasizing the purpose and passion behind their product offerings.
Strategies for Beauty / Personal Care Brands: Beauty brands should focus on the value proposition behind the product, whether it’s sustainability, ethical production, or premium ingredients. Creating a compelling narrative around how the products are made can elevate the brand’s prestige and resonate with consumers looking for more meaningful beauty choices.
Use of Brand Archetype & Resonance: Guinness uses the Sage archetype, emphasizing wisdom, knowledge, and authenticity. Beauty brands can tap into the Sage archetype by positioning themselves as experts in skincare or beauty, offering products backed by deep knowledge and meaningful values.
9. Audi - “Vorsprung Durch Technik”
Lessons We Can Take: Audi’s focus on technology and innovation speaks to the desire for progress. Beauty brands can take this lesson by positioning themselves as pioneers in the beauty industry, offering cutting-edge, science-backed products that promise results. Focusing on technology, whether through skincare formulas or haircare advancements, can add credibility and appeal to tech-savvy consumers.
Strategies for Beauty / Personal Care Brands: Highlight the innovation behind beauty products, whether it’s new formulations, scientific advancements, or breakthrough technologies. Position the brand as a leader in beauty tech, offering products that are advanced, effective, and ahead of the curve in the beauty industry.
Use of Brand Archetype & Resonance: Audi’s Explorer archetype resonates with customers seeking progress and discovery. Beauty brands can use this archetype to position their products as innovative and forward-thinking, helping customers explore the latest and most effective beauty solutions.
10. Amazon - “Prime Day” Campaign
Lessons We Can Take: Amazon’s Prime Day campaign capitalizes on the excitement of exclusive deals and a sense of urgency. Beauty brands can adapt this strategy by creating exclusive beauty sales, limited edition products, or seasonal collections that generate excitement and anticipation among customers.
Strategies for Beauty / Personal Care Brands: Leverage limited-time offers or special product launches to create excitement and exclusivity. Beauty brands can hold flash sales, exclusive drops, or limited-edition collections to build anticipation and drive customer engagement.
Use of Brand Archetype & Resonance: Amazon embodies the Everyperson archetype, emphasizing accessibility and inclusivity. Beauty brands can use the Everyperson archetype to make beauty feel attainable and accessible for all, focusing on products that fit into everyone’s beauty routine, regardless of budget or background.
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