In Vivo is part of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

Printed By

UsernamePublicRestriction
UsernamePublicRestriction

Avon "Claim your beauty" 1998 ad campaign includes sampling effort.

This article was originally published in The Rose Sheet

Executive Summary

AVON 1998 "CLAIM YOUR BEAUTY" AD CAMPAIGN TAKES REALISTIC APPROACH to beauty marketing with ads designed to demonstrate that "individual beauty knows no boundaries," Avon said. The company's newest ad effort was developed after research revealed a "significant backlash" among women against "hype, over-promise and [a] barrage of unrealistic imagery" in beauty advertising, Avon stated. Claiming that today's beauty advertisements all look alike, Avon said its new campaign has been established to communicate that its mission, vision and way of doing business set the company apart from its competition. Print ads are breaking in February issues of women's fashion, beauty and lifestyle books, including Elle, Allure and InStyle. Television spots began airing in January.

You may also be interested in...



OCA Applauds Organic Board's Recommendation To USDA: "Outlaw Nanotech"

With a push from the Organic Consumers Association, the National Organic Standards Board is recommending that the use of nanotechnology be strictly prohibited from products certified under the National Organic Program

Beauty Claims Inch Closer To Pharma As Cosmeceutical Sector Expands

Though global market-size estimates differ, analysts at SupplySide West 2010 in Las Vegas agreed that cosmeceuticals remain a promising growth vehicle

NAD Sides With Gillette Over Energizer In Case Examining Schick Razor Ad

The National Advertising Division concludes that by claiming the Schick Intuition Plus razor "lathers, shaves and moisturizes in one easy step," Energizer Personal Care is implying a long-term post-shave benefit comparable to that awarded by leave-on moisturizer, which is not supported by the company's evidence

UsernamePublicRestriction

Register

PS141439

Ask The Analyst

Ask the Analyst is free for subscribers.  Submit your question and one of our analysts will be in touch.

Your question has been successfully sent to the email address below and we will get back as soon as possible. my@email.address.

All fields are required.

Please make sure all fields are completed.

Please make sure you have filled out all fields

Please make sure you have filled out all fields

Please enter a valid e-mail address

Please enter a valid Phone Number

Ask your question to our analysts

Cancel