Walmart

• Walmart has an online shopping category specifically for natural face products that includes facial moisturizers, scrubs, and acne treatments.
• In 2019, Walmart launched an exclusive clean skincare brand called "Earth to Skin." The private-label brand is presented as "luxurious, clean, and simple" with all of its products priced under ten dollars.
• To associated themselves with the "clean beauty movement," Earth to Skin is marketed as cruelty-free and without mineral oil, petrolatum, sulfates, phtalates, parabens, or gluten.
• Walmart.com does not label their products with symbols that further define "clean" or "natural" but offers products that have a 100% natural seal emblem.
• Walmart offers samples of natural face skincare, as well as make-up in their four-times a year beauty subscription box promotion.

Target

• Since 2016, Target has added many new natural skincare brands to their shelves. These products are on-trend and "right priced" in order to position the company as the go-to place for clean, affordable beauty products.
• On the company website, Target has an online shopping list specifically for natural skincare products.
• By 2020, Target has a plan to ban "phthalates, propylparaben, butylparaben, formaldehyde, formaldehyde donors and nonylphenol ethoxylates" from household and everyday products including facial skincare. Included in the same 2020 plan is a goal for complete ingredient transparency. 
• Target has a company "standard of clean" which includes products that are formulated without certain skin irritants and toxins such as BHT, oxybenzone and phtlalates. Beauty products that meet this standard are labeled with the green Target Clean symbol both online and in-store.
• Natural face skincare products sold at Target are also identified with other icons including organic, plant-based, biodegradable, non-gmo, non-toxic, and sulfate free.
• Since 2017, Target has made efforts to remodel the beauty section of their stores to have a functional layout that promotes "discovery and inspiration." Target beauty departments are being arranged to have wider aisles that strongly focus on displaying natural and private-label brands.

Similarities and Differences

• Walmart and Target are similar in the way that they both have specific online shopping sections for natural skincare products. The two stores offer several natural brands, including private-labels.
• Both companies have made efforts to draw consumers who are looking for skincare items that are both natural and low-cost. 
• Moreover, both companies have at least one specific label for their natural products. However, Target features more labels and sets themselves apart by the creation of their own standard, "Target Clean." 
• The companies differ in their store beauty displays. Target made extensive changes to their store beauty department, whereas Walmart has not outlined any changes for beauty in their plan for next-gen stores. Forbes states that Target "is clearly differentiating itself from Walmart as a more elevated, more experiential place to shop for beauty."
• Finally, Target is focusing more on adding additional brands to their inventory, whereas Walmart has created their own clean skincare brand that is only available through Walmart.

CeraVe

Main Marketing Message

• The main messaging across CeraVe's ads and marketing channels, such as social media and website, is that its skin care products hydrate the skin, maintain skin moisture, and keep the skin protected. Its products are what the skin craves; that, which the dry skin is missing.

Type of Imagery Used

• "CeraVe spent less than $100 million on advertising in digital, print, and national TV in the last year. It invested in premium ad units and advertised on over 250 different media properties in the last year across multiple media formats."
• These are visual/display ads, that comprise texts, images and/or videos.
• The text- and image-based ads are mainly desktop and banner ads.
• The video/TV ads, which also have audio components, have had 2,862 airings in the last 30 days.

Examples of Campaigns for Natural Face Skin Care Products

• CeraVe leveraged the 2nd annual National Cleanse Your Skin Week to launch a campaign to showcase its range of products, including its Hydrating Facial Cleanser.
• CeraVe deployed digital ads in the form of banner/desktop ads and TV ads featuring the lead CeraVe spokesperson, Dr. Dendy Engelman.
• The central message of this campaign is on the need and importance of cleansers and to educate consumers about ceramides, the critical ingredient in all CeraVe products.
• Within the first week, the campaign was successful, "as it garnered almost 2 billion impressions, a 2,789% increase year-over-year. The media coverage alone led to 1 billion earned impressions. Also, its Facebook page saw a year-over-year increase in weekly impressions (+32%), weekly reach (+17%), and daily engaged users (+23%)."
• Some images of this campaign can be found in this attached document.

Aveeno

Main Marketing Message

• The main marketing message is that Aveeno's range of products from skin care to baby care brings about cleansing, calming, soothing, and nourishing effect. No matter the skin, its products, formulated with natural ingredients, help to provide rebalance, replenishment, and protection.

Type of Imagery Used

• Aveeno ran several digital, print, and TV ads last year, including premium ad units.
• These are banner ads and desktop digital ads — which are text-and image-based — and TV commercials.
• "In the past 30 days, Aveeno's TV ads had 1,746 airings."

Research Strategy

L'Oreal

• L'Oreal Paris USA's tagline and main marketing message "Because I'm Worth It" was coined in 1973.
• The phrase sends the message that women define their worth, self-confidence, decision and style.
• L'Oreal later changed the phrase to "Because You're Worth It" and more recently, to "Because We're Worth It".
• The latest change signifies the brand's embrace of diversity in its products which includes a new line of offerings to male consumers.
• L'Oreal Paris UK General Manager Adrien Koskas said, "I’m worth it, you’re worth, we’re worth it. Our taglines have developed over time but we think it’s all the same message whatever we do, to bring beauty to as many people as possible."
• L'Oreal US' largest division, consumer products (44.1% of sales), is targeted towards the mass market.

• L'Oreal's advertisement imagery emphasize its range of products and their value.

• Advertisements feature models ranging in age, gender, and ethnicity.
• The brand's advertisement posters use a range of typeface and fonts in black and white.

• Message: Age is not an issue. L'Oreal's 'Age Perfect' campaign sends the message that mature women can be beautiful at any age.
• The campaign also challenged stereotypes of aging and presented a positive perception of age in a community setting.
• Age Perfect products included the naturals Age Perfect Hydra Nutrition Manuka Honey line.

• Media: L'Oreal's campaign included advertisements in TV, digital, social media, and print including a special issue of Vogue magazine.
• The campaign recruited mature female celebrities such as Helen Mirren, Viola Davis, and Jane Fonda among others.
• Metrics of Success: Campaign Live reported that Jane Fonda's first social media post garnered almost 100,000 likes.
• The campaign also reached 13 million people on Instagram.
• The campaign reached 4 million people offline.
• The print Vogue magazine also reported higher engagement levels compared to the regular issue for that month.

• The images and ads for this campaign are included in this attached Google Document.

Olay

• Emblem reported that Olay's main marketing message is "Ageless Beauty".
• The company's goal is to help users get younger and more beautiful skin through its products.
• Olay's message of "Ageless Beauty" caters to traditional ideals of feminine beauty and resonates more with older generations than younger users such as Millennials.
• Emblem reports that Olay underscores its message by emphasizing the role that science and technology play in the development of its skin products.

• Olay's imagery in its advertisements emphasize its products and benefits.
• It features young female models with blemish-free and glowing skin.
• The brand's advertisement posters use a simple, bold, black or white typeface.

• Message: Be yourself. Olay's #FaceAnything campaign encouraged women to be themselves and disregard comments that they were "too much" defiant, outspoken, etc.
• The campaign recruited different female influencers on Instagram which included a gold medalist athlete, a plus-size model, and a comedian among others.
• While the campaign did not center on any particular product, the company gave the influencers a bundle of face skincare products including naturals such as Regenerist.
• These were reviewed by the influencers in their individual posts. An example by Denise Bidot states "I've been cleansing in the morning with the Olay Daily Facials, then applying the Ultimate Eye Cream and Regenerist Whips with SPF 25 which has done wonders!"
• Media: The campaign ran on multiple channels including social media platform Instagram, print magazine Vogue, and out-of-home ads in New York's Times Square and Grand Central station.
• Metrics of Success: The campaign reached nearly 300,000 views on Instagram and targeted over 21 million followers.
• Instagram posts garnered more than 1.4 million likes and 11,600 comments.
• Campaign hashtag was used over 1,000 times.

• The images and ads for this campaign are included in this attached Google Document.

Marketing Strategies

• The main marketing messages used by Revlon are unapologetic, glamorous, and always a trendsetter. Revlon provides original beauty products to inspire and empower women.
• The type of imagery used in the website is women of color.
• On Instagram, this company uses face photos with makeup from its products. It also posts some videos of how to apply makeup products such as eyeliner, eye shadow, or lipstick.
• The marketing strategies are a marketing mix. Revlon launches a variety of products, such as several shades of mascara, lip liners, hair products, and beauty tools.
• Revlon's price varies from the middle to high, so many different classes can buy their items.
• Revlon builds a reputation as a company that produces quality products and innovates continuously. This reputation makes a strong customer base.
• This company makes people of color as its marketing strategy. It launched colored photographic ads in magazines and famous stores.

Example of campaigns for natural face skincare products: Natural Makeup "I Can so I Do" #RevlonCandid

•  "I can so I do" was about natural make up marketing campaign from Revlon.
• This campaign featured brand ambassadors Ashley Graham, Gal Gadot, Adwoa Aboah, and Eniola Abioro in candid moments.
• Revlon wanted to break the stereotype in the fashion world, so they promoted women of color and a plus-size model.
• This candid campaign featured Revlon collections that are natural, feel weightless, and give the wearer a skin-like finish.
• The message was to push women to be unapologetic, self-possessed, and true to who they are. Revlon wanted to make women comfortable in their own skin, and sometimes the bold act is candid.
• Revlon wanted to inspire women to catch their dreams, be unique, and show their natural beauty.
• The campaign was started on 23 February 2019. The success can be seen from the first-quarter net sales, which increased $13.0 million or 2.3% versus the prior-year period.

Neutrogena

Marketing Strategies

• The main marketing message used by the company is skincare for healthier skin. It also promotes itself as the first dermatologist-recommended skincare.
• The type of imagery used is Instagram-able product photos with flat lay images between their products and flowers or fruits.
• This company also presents photos with women of color that promote their skincare products.
• They post products with pumpkin background while autumn and beach themed photos during summer.
• Their marketing strategy is the marketing mix. It targets youths, professionals, and teenagers that are looking for complete skincare products.
• Neutrogena makes innovative and descriptive ad campaigns via Instagram, YouTube, TV, radio, magazines, and billboards.
• This company has a solid relationship with dermatologists and luxury hotels. Neutrogena sends free samples to them repeatedly as a marketing strategy.
• The company's brand visibility growth was affected by word-of-mouth publicity.

Example of campaigns for natural face skincare products: White Pillow Neutrogena Makeup Remover

• The type of marketing campaign is digital. They market this Neutrogena Makeup Remover in Instagram and YouTube.
• This Neutrogena makeup remover series come in some models, night calming in purple, naturals in green, hydrating in blue, and oil-free in yellow.
• This campaign's title is White Pillow. Neutrogena Makeup Remover is the first choice for makeup artists and white pillows.
• The message of the Neutrogena Naturals makeup remover campaign is removing makeup before bed should be a natural habit. Its message shows that this naturally-derived renewable resources can make people feel good while removing their makeup.
• The success of this Neutrogena Makeup Remover Youtube's campaign can be seen from the increase in sales. It made a 14% lift in sales and four times more closing. The 73% majority of sales came from new buyers.

Garnier

Marketing strategies

• The main marketing message is "Inspired by Nature." 
• Garnier makes a definition that modern beauty is a beauty that looks healthy and natural. It gives a message to its customers that the best beauty care products are formulated with natural and active ingredients.
• The marketing strategy is 4P, price, place, product, and promotion.
•  Garnier's product is the strongest selling point with various products for all skin types. Its price has a value for money strategy or affordable price for good quality.

• Garnier promotes its products using popular celebrities, so the products always become the star of advertisements and steal the show.

Imagery

• On its website, Garnier's type of imagery is women of color and the variations of its products.
• The advertisements feature beautiful models and well-known celebrities with different skin types.
• Its Instagram has photos of Garnier's products with natural ingredients such as ginger, honey, and papaya.

Example of campaigns for natural face skincare products: Garnier "Pure Party"

• Garnier face cleanser sales decreased in 2017, so in April 2018 they launched "Pure 3 in 1 Charcoal" in Ukraine with the "Pure Party" concept. They hired Generation Z influencers to promote its product.
• This company made TV advertisements and Instagram ads for the party. People who went to the party were asked to share videos or photos on their social media.
• The users made some posts about summer parties' preparation with Garnier Skin Naturals "Pure" products.
• The results were excellent. Garnier made a 55% increase in sales and became the second most preferred cleanser. The campaign successfully increased product growth by 20%.

Burt's Bees

Marketing strategies

• The main marketing message is "True to Nature".
• Burt's Bees started to raise awareness using advertisement videos.
• It made a fan contest, and the winner could receive a package of free products.
• Burt's Bees also made a strong presence in social media. It often posts pools and open-ended questions to engage with customers.
• This company rented big billboards to promote their skincare products. It put coupons in the billboard so people could take it away while passing by.

Imagery

• The type of imaging on its Instagram is natural-themed photos, such as people holding flowers. The connection to nature is the theme of its photos.
• It also posts photos with people of color.
• The website has its product photos with Christmas and holiday themes.

Example of campaigns for natural face skincare products: Burt's Bees Lip balm "Uncap the Duo "

• The message was introducing other flavors of Burt's Bees lip balms because people thought this company only had peppermint flavor. Burt's Bees made all of its products from bees or 100% natural ingredients.
• Its marketing agency made a TV campaign, print, and digital.
• Burt's Bees reached its young customers by making a six seconds Vine jingles called "Vingles."
• The success of this campaign can be seen from the increase in sales. Amazon sales increased by 4000% the week the TV spot launched.
• Its lip balm's market share rose to 15%. "Us The Duo" content made the lip balm sales lift 9.7%.

Vichy Marketing Strategies Overview

• Vichy's main marketing strategies include social media, in-store advertising, and content strategy, to educate customers about the ingredients and performance of its products. It also talks about 80 years of innovation to reflect the cutting-edge research and dermatological ingredients it combines to make skincare products.
• Vichy also uses messaging that shows its skincare category products belong to the #1 anti-aging brand in European Pharmacies. In its latest campaign, "Why Minéral 89 Is Perfect for Your Busy Lifestyle," the company's messaging includes positioning its skincare product as ideal for women with busy lifestyles, and as the "skin's daily dose of strength."
• The company also uses a content strategy to market its Minéral 89 face moisturizer. In its newest campaign, it uses a communications strategy, which features insights from beauty influencers, beauty experts, and consumers. These women all share their different experiences and views regarding the products.
• Vichy launched the campaign in 2018 and executed it on YouTube, a digital channel. The imagery used are those of women influencers, experts, and customers of beauty products sharing their testimonials regarding the skincare product on YouTube.
• The results of the campaign indicate that the first phase with influencers had an average view rate of 54.8% and reached approximately 4 million views. Likewise, the second phase with Vichy skincare experts had a view rate of 58.2%.
• Overall, the campaign wanted Vichy's customers to experience the product through multiple perspectives, from the testimonials of customers, beauty experts, and beauty influencers. Examples of graphics from the campaign are available here.

La Roche-Posay Marketing Strategies Overview

• La Roche-Posay brand marketing strategies include mobile strategy, whereby it offers artificial intelligence (AI) powered mobile app to scan your skin for "clogged pores, skin imperfections, and oily skin. The AI skin analysis tool was developed by dermatologists.
•  Skincare innovation is also at the core of La Roche-Posay brand marketing strategy. On its homepage, its presents some skincare products and claims they are made using the latest innovation. La Roche-Posay also uses social media strategy, specifically influencer marketing on Instagram, while also running ads on Facebook, Twitter, and YouTube.
• La Roche-Posay has run the SOS Skin Cancer Awareness campaign for many years, which is a socially responsible marketing strategy. The company uses this strategy to create skin cancer awareness and educate the public about "skin cancer prevention and sun safety."
• The company's main messaging revolves around skin cancer awareness, sensitive skin, and skin analysis experts through their porescan tool. Likewise, the company features graphics of its products in most of its marketing material.
• The La Roche-Posay & Aitarget personalized Facebook video ads is an example of a recent campaign by the company. Published in 2018, the campaign used the following digital products and channels, video ads, ads in stories, Instagram, and Facebook marketing partners.
• The main messaging in the campaign revolved around "personalized product recommendations" The Facebook video ads with personalized product graphics and messages in Facebook News feed targeted different demographics, including acne sufferers, fitness enthusiasts, and individuals with allergies.
• The three-week campaign launched between June–July 2018 reached three-times more people, cut the cost per click by 25%, and reduced the cost of 10-second videos by three-times. Examples of graphics from the campaign are available here.

Research Methodology