Skin Care vs Skin Care: The Best Advertisements

NIVEA is a German personal care brand that specializes in body and skin care. After being a successful worldwide-known brand name for over 100 years, it is time for a new creative direction.
After reviewing five successful ads from similar skincare brands like NIVEA, it is hoped that NIVEA can utilize the winnings of their competitors and develop a new creative marketing plan to build brand loyalty.

1. Aveeno

This advertisement from Aveeno uses well-known celebrity Jennifer Aniston as the company's spokesperson. Aniston is memorable, relatable, and a great person to market a brand of skin care to the Generation X - late Baby Boomer audience who remember her from her Friends days. In addition, Aniston's face looks clear and youthful; leaving her headshot the focal point of the ad with a small picture of the product in the right-hand side of the image. Finally, the wording, "For Positively Radiant Skin, two is better than one", is inviting and allows the brand to become top of mind in the consumer's mind.


2.  Garnier

 

This advertisement features Indian actress Priyanka Chopra, her flawless face on the ad helps Garnier attract women of various nationalities to the brand. Also, the wording "Break dark spots for a flawless glow" and Garnier's slogan "Take Care", play off of each other and express that the brand genuinely cares about their consumer's skin and wants to help the consumer "take care" of themselves. This wording helps the brand's likeability factor and the calming colors of green and yellow make the advertisement easy on the eyes.

3.  Clinique

Clinique is one of the first skincare brands that have not used a celebrity spokesperson in the majority of their advertisements. Using the phrase "Kill them with Kindness" helps the brand connect the Golden Rule (treating others how you want to be treated) and self-love/self-care together. This advertisement provides consumers with the notion that Clinique treats them with kindness by using the best ingredients in their products for the skin and that the consumer is treating themselves with kindness by using the product. Again, the soft colors of blue and seafoam green are calming and relaxing to the eye. These brands know how to pick the best colors!


4. Dove

With wording that is short and sweet, Dove promotes diversity and notes that not all American women resemble the models in magazines or on TV. Dove understands that all women, no matter the shape or size, desire soft, beautiful skin and they want to provide that luxury to every woman!


5. Cetaphil

Cetaphil might be a brand that is more for medicinal uses than cosmetic. But, the brand does promote that it is recommended by professional dermatologists and that its products can be used everywhere. Using wording that says  "recommended from professionals" pushes the idea that the brand is the best for one's skin and that it is similar to getting a prescription from the doctor. In addition, using an African-American model attracts women from different nationalities and invites them to try the brand for the first time or revisit it after a long time away.