Natural Face Skincare Products and Mass Marketing

Part
01
of six
Part
01

Walmart vs Target: Product Marketing

In recent years, Walmart and Target made efforts to benefit from the natural skincare trend. Listed below are insights and comparisons on how each company markets natural face skincare products.

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.
Part
02
of six
Part
02

CeraVe and Aveeno

CeraVe and Aveeno have both deployed multiple print, digital, and TV ads. While CeraVe's marketing message focuses on the hydration, maintenance, and moisturization brought about by its products, Aveeno's is on the cleansing, calming, soothing, and nourishing effects of its products made from natural ingredients.

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

Research Strategy

While we could address this request, we could not identify 1-2 examples of campaigns for natural skin care products that Aveeno has conducted in the last two years. For this, we searched through its website to find if it has published the details of its campaigns but found no such information. Moreover, the website has no press section.

Next, we searched through campaign databases, such as Effie, to find out the details of the campaigns it has run in the last two years. While we found a campaign, it wasn't focused on its natural face skin care products. We also reviewed other databases, such as Media Radar and iSpot, to understand the advertising efforts, including commercials and ads it has run around its natural face skin care products. We found that Aveeno ran a TV commercial called "While You Sleep" for its Aveeno Positively Radiant Overnight Hydrating Facial product. We tried to find out its details, including its performance but no resources cover this specific detail.

Research through media articles and media-related news reports was conducted to find the target campaigns. However, while there are a few campaigns, such as "Data-Driven Masterbrand" and the Aveeno #MomentForMe hashtag campaign, none of them were focused on Aveeno's natural face skin care products. Also, we changed our approach to finding a recent product launch of some of its natural face skin care products, as companies usually kick-off campaigns to launch new products. We found that Aveeno launched its Positively Radiant product line, which includes Overnight Hydrating Facial and 60-Second In-Shower Facial products, in 2018 but there is no mention if the company launched any campaign in this regard.
Part
03
of six
Part
03

L'Oreal and Olay

L'Oreal's marketing strategy emphasizes women's self-worth regardless of age, ethnicity, and other factors. Olay's marketing strategy centers on empowering women at any age and helping them achieve younger, more beautiful skin. These and other findings are outlined below.

L'Oreal

Marketing Message: "Because I'm/You're/We're Worth It"
Imagery
'Age Perfect' Campaign
  • The images and ads for this campaign are included in this attached Google Document.

Olay

Marketing Message: "Ageless Beauty"
Imagery
#FaceAnything Campaign
  • The images and ads for this campaign are included in this attached Google Document.
Part
04
of six
Part
04

Revlon and Neutrogena

Revlon had "I can so I do" marketing campaign for its natural makeup. Neutrogena had a "white pillow" campaign for its Neutrogena Naturals makeup remover product. The images of natural face skincare products marketing campaigns is here.

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.

Part
05
of six
Part
05

Garnier and Burts Bees

Garnier made the "Pure Party" campaign that increased sales by 55%. Burt's Bees promoted the "Uncap The Duo" campaign that boosted its Amazon sales by 4000% in the week it launched. The images of marketing campaign is here.

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

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

Imagery

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%.
Part
06
of six
Part
06

Vichy and LaRochePosay

Research findings have found out that both Vichy and La Roche-Posay use social media marketing strategies, among other examples, like a mobile strategy for La Roche-Posay and communications strategy for Vichy. Both brands have had success in their latest marketing campaigns. The full details of their brand marketing strategies are explained below.

Vichy Marketing Strategies Overview

La Roche-Posay Marketing Strategies Overview

Research Methodology

To find the marketing strategies used by the brands — Vichy and La Roche Posay regarding how they market their products, your research team examined their websites, social media platforms, marketing reports focusing on their latest campaigns, and campaign case studies published by leading media agencies and marketing companies. On that note, we used sites such as Facebook marketing partners, Media in Canada, The Drum, and respective company social media pages like YouTube, Facebook, and Instagram. Extensive searches through both websites also uncovered additional findings about the messaging the company uses and the value propositions of their products. Overall, by leveraging the information on both websites and those from third-party sources, we managed to create overviews of the marketing strategies used by Vichy and La Roche Posay.
Sources
Sources

From Part 03
Quotes
  • "Olay is dedicated to creating “ageless beauty,” helping consumers get younger, more beautiful skin, whereas Dove promotes “real beauty,” encouraging consumers to nourish both their skin and their self-confidence. "
  • "Olay’s “ageless” message may be more relevant to and connect best with an older audience. "
  • "Older generations seem to value the more “traditional” ideals of beauty associated with Olay, whereas millennials are more likely to choose a brand with a more body-positive, empowering message."
  • "As a brand that’s dedicated to understanding skin to create “ageless beauty,” Olay puts a strong emphasis on the role of science and technology in the creation and application of its products. "
Quotes
  • "“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’Oréal Paris is featuring a man in a mass market cosmetics ad for the first time, as it looks to broaden its appeal and become part of consumers’ daily lives."
  • "L’Oréal has also evolved its famous ‘Because you’re worth it’ tagline for the campaign to ‘Because we’re all worth it’, something Koskas says relates to the diversity in beauty and the fact the foundation can be used by all."
Quotes
  • "Because I’m Worth It. These four words are bound to the time of their creation and yet they have proven to be timeless."
  • "Written in 1973 when a social revolution and a new spirit of feminism was in full swing, it seems clear that the phrase could only have been written by a woman."
  • "Specht was just 23 years old when she broke new ground with an ad that was strictly from a woman’s point of view. It famously ended with the signature phrase: Because I’m Worth It!"
  • " Over time, “Because I’m Worth It” has become part of our social fabric. ...Gladwell acknowledged: “...”Because I’m Worth It®” has entered the language...and taken on a meaning well outside the stated intention.”"
  • "Because I’m Worth It was on message in 1973, and today we know that an astonishing 80% of women recognize and respond to this positive phrase and powerful sentiment. And what makes it truly beautiful is that “Because I’m Worth It” is translated into action every day by L’Oréal Paris – in its philanthropy, its products, and its thoughtful celebration of women."
Quotes
  • " L’Oréal CEO Jean-Paul Agon told Barron’s that the growth in makeup would ‘‘reaccelerate’’ with new products and repositioning of brands. “We are doing everything to restimulate the market,” he says about the U.S."
  • "Each division—professional products, consumer products, L’Oréal Luxe (upscale cosmetics and fragrances), and Active Cosmetics (skin-care and beauty products sold in health-care outlets)—targets a different channel. The largest division, consumer products (44.1% of sales), focuses on the mass market."
Quotes
  • "Age Perfect is L’Oréal’s range for mature women – its rejuvenating products are designed to help make ageing skin beautiful, and it wants this audience to know that it has the answer to their beauty needs."
  • "In a culture where women over 50 still feel increasingly invisible as they get older, L’Oréal wants to show the world that age is not an issue and women are beautiful at every stage of their lives. It wants to challenge stereotypes and positively shape our perception of age, fostering a community where everyone embraces growing older."
  • "McCann London and McCann Paris crafted the issue with British Vogue’s editorial expertise. The Non-Issue is packed with world-class editorial, fashion and beauty content tailored for this target audience."
  • "The company also wanted this campaign to have a global impact. Although it partnered with British Vogue on the edition, it wanted to ensure the magazine went beyond newsstands in the UK. "
  • "Jane Fonda’s first social-media post promoting the edition received nearly 100,000 likes, and over the course of the campaign has reached 13 million people on Instagram. Offline, the campaign has reached nearly four million."
  • "The 80-page Non-Issue came with the May 2019 issue of British Vogue, which was sold on newsstands and sent to the magazine’s subscribers. It is also available via digital download. "
Quotes
  • "As part of the campaign, Viola will appear in TV, print and digital advertising campaigns for the brand’s Age Perfect anti-aging skincare line, which includes cleansers, oils, serums, creams, and lotions themed “I am worth it.”"
Quotes
  • "In mid-August 2018, Olay announced a campaign centered on a handful of female influencers to encourage women to be “unapologetically” themselves and to disregard all comments that they were “too much” of a particular quality."
  • "Olay’s message comes across clearly, and it does so without putting a product front and center. "
  • "APPROACH Channel – Instagram Influencers – Diverse group of heroines."
  • "RESULTS Social Reach Instagram Video Views: 298,556 Instagram Followers Targeted: 21,027,546"
  • "Engagement Instagram Likes: 1,441,220 Instagram Comments: 11,654 Hashtag Usage: 1,027 Engagement Rate: 8.33%"
Quotes
  • "Face Anything is a multi-channel cause marketing campaign that encourages women to be “unapologetically” themselves. "
  • "A 10-page spread in the September issue of Vogue features nine women including gold medalist Aly Raisman, plus-size model Denis Bidot, comedian Lilly Singh and others—each sharing a quality that they have been told was too much of, such as “too strong” or “too outspoken.”"
  • "Each influencer will share their results on social media before joining the campaign’s other models for a makeup-less walk down the runway at New York Fashion Week. Out-of-home ads in New York City’s Times Square and the Grand Central train station will invite consumers to join the challenge."
Quotes
  • "Age Perfect Hydra Nutrition Manuka Honey"
  • "Discover our new look and improved formulas to treat dry skin with Age Perfect Hydra Nutrition."
From Part 04
Quotes
  • "Always a trendsetter, Revlon has been providing women with accessible and original beauty products to inspire and empower. Discover our new product lines"
Quotes
  • "Since the beginning, Revlon has been considered to be one of the best in the cosmetics business. They have kept introducing new products such as different shades of Mascara, eye-liners such as kajal liners, pencils and crayons, lip care products such as lip liners, lip gloss etc."
From Part 05
Quotes
  • "The pricing strategy of Garnier is commendable as it follows a ‘value for money’ strategy, meaning affordable prices for good quality products. Garnier has products that range from extremely reasonable to high prices, in order to cater to the needs of people from diverse sections of the society."
Quotes
  • "Remember the Raise Your Burt’s contest I mentioned above? The winner of said contest received much more than a handful of free products and a special place on the company’s Facebook page. Burt’s Bees honored her by giving her a tour of the facility, changing their outside sign to say “Zia’s Bees,” and even by letting her create her own lip balm flavor! "