Nessrine Bouzidi RESEARCH

Lancôme is a French luxury perfumes and cosmetics house that distributes products internationally.

It’s also part of the L'Oreal luxury products division, and they’ve partnered as a company to offer skin care products, fragrances and make

up at higher end prices.

It was founded in 1935 by Armand Petitjean in France, as originally a fragrance house his motive was simple:

‘to create a beauty brand that would deliver French elegance around the

world’Lancôme first launched it’s 5 fragrances in 1936 at the worlds fair un

Brussels:

• Tendre nuite, Bocages, Conquete, Kypre, Tropiques.

BRAND PRODUCT HISTORY

When his first five perfumes were an immediate success, he then moved on to the skin industry.

The first product was a multi-tasking repair cream called Nutrix and was launched in 1936 and is still available to purchase today.

Lancôme always have competition when creating new and unique products. It was the first one to create the vibrating mascara. Then, Maybelline New York came up with a similar one right afterwards. After Lancôme invented a mousse type foundation and blush, L’Oreal and Maybelline New York began to sell a cheaper version soon afterwards. It seems that the mass-market brands are desperately copying the real ones, but the problem is that they are actually all from one big company

Lancôme prices their products higher than the other ones from L’Oreal corporate therefore it creates limited access for customers.

All these well considered sales strategies make the brand Lancôme, the real thing, not by natural rarity but by artificial market schemes.

PRODUCT HISTORY

Lancôme is one of the top advertisers in the luxury beauty arena and their ads can be seen in numerous publications worldwide e.g. French vogue. In 2012 Lancôme premiered a TV advertisement for the first time featuring

1930scartton icon Betty Boop.

Lancôme targets a population with a relatively high standard of living. Its client has a higher purchasing power than the average, and this is what

the brand is trying to change. By trying more and more to reach all customers from all classes by creating different types of products in different scales, and therefore different prices and different ages. It affects all groups of women and what doesn’t change is the image of

quality products.

Advertising online: unlike many luxury brands which are still afraid to move online, Lancôme has in recent years developed a strong presence on the web. Since 1999, Lancôme has a e-commerce website which allows any

customer to buy their products online, which helps the brand to learn more about its prospects.

ADVERTISING HISTORY

Isabella Rossellini (1981)

Isabella was an actress and model. This poster of Isabella was taken in 1990 when she was agreed to become the public face of Lancôme. She held the post until 1996 when she was removed as

a model for being ‘too old’ She is till this day the longest partnership Lancôme have ever had, an international face for 14

years.

THE FACE OF LANCÔME

Carol Alt (1978)In 1978 only at the age of

eighteen, Carol Alt became the youngest model to be the face

of Lancôme.

Emma Watson (2011) Again one of they youngest pitch women to

join a global beauty brand.

WHO IS THE CURRENT FACE FOR LANCÔME?

Emma Watson has reprised her role as the gorgeous face of Lancôme, to help launch the brands new gloss in love collection.

Unfortunately she’s not now the current face representing the Lancôme brand. Lily Collins is now joining Emma Watson and co. as a Lancôme Ambassador as the face of the spring collection out January 2014. Her campaign was launched in January 2014.

'It's an absolute honour and privilege to have been chosen to represent the Maison Lancôme. I have always admired the brand's unique and distinctive appreciation for inner beauty and grace, elegance and utter radiance.'I feel incredibly lucky to be included among the most inspirational women ambassadresses for one of the most prestigious brands in the world. It's truly a dream come true.'

La Vie Est Belle

Proposed by Lancôme to provide an advert for the following fragrance bottle. To make it successful

and target it to the right audience it has to:

• Provide a suitable advert that Is elegant and flattering presenting the brand and this is how it

successfully targets their customers

• Keep it simple and within the Lancôme policies and restrictions

• The model/person representing the brand used in the advert has to be approved before being

use.

THE BRIEF

Lancôme

Most of their targeted clients are aged roughly 20-52. Their products are highly priced so their products may

not be aimed to younger girls.

As the brand is one of the worlds leading luxury cosmetic brands, it targets mainly women that ae

looking to spend money on a good quality product.

When advertising the perfume, the target market have to be aware that it’s a top end product and has a highly

unique smell.

THE CLIENT

Legal regulations

Advertising the products protects the consumer by educating them and by forcing the main manufacturers to maintain the quality of

the product being produced.

It also affects personality of the consumer, and as a beauty brand

Ethical issues

It should not mislead the audience/consumer that it’s aimed at

What is promises and how it appears must be there in the performance of products displayed.

The model chosen shouldn’t be questioned on their colour or background.

And lastly it shouldn’t offend our moral senses.

LEGAL AND ETHICAL ISSUES

Lancôme and L’Oreal are one of the biggest cosmetic product manufacturers in the world and they roughly spend around £1.2

billion on advertising back in 2009 and this was to cover all advertisements of their products over different countries.

To save the company money, we’ve agreed to keep the budgeting of the advert low, but enough to meet the Lancôme standards and provide an advert that matches the quality of the product itself.

Aim is to keep the budget as low as possible, however because it’s a top end brand the advert has to look as prestige as possible.

BUDGET AND DEADLINE

Costs Total

Perfume bottle £55

Props £10

LA VIE EST BELLE

‘LIFE IS BEAUTIFUL’

When carrying out a group discussion this is what was found and how the consumers felt about the brand.

Group discussion – the brand is based on older women as they’re more likely to afford it i.e. financially stable.

• Light and elegant in advertising previous perfume products.

• They recognise TV as an essential tool for communicating with the market place.

• The girl that is about to present this product can’t be the same as the previous woman presenting the brand (Julia Roberts)

IDEAS GENERATION

The audience has to be aware that the product being advertised also conveys a message to the audience.

The message of the advert is also linked with the name of the perfume bottle itself.

It’s targeting their consumers and showing them that:

‘life isn’t complete and you won’t know its beautiful until you have the bottle yourself.’

This is the message that will make the advert successful and target the right people.

IDENTIFICATION OF MESSAGE

• Hotel/boutique• Comes down the stairs dressed formally

• Walks up to the bar• Instead of a drink the bar tender gives her the bottle

• She sprays herself • As she turns around there a group of men

• And her last words are:

‘Life is beautiful’

FINALIZED IDEA

The advert could include a series of styles and would still target all audiences and would be appropriate to all ages.

The main style that I feel would be successful would be cheeky linked with romance as this style is what seems to

be most common when advertising for Lancôme products or other perfume adverts in general.

CONTENT AND STYLE