Target Market of Skin Care Cosmetics, Olay and Ponds
Olay and Ponds are both skincare products’ brands that are widely known and available worldwide. The brands are owned by Procter & Gamble and Unilever, accordingly. The product portfolios of Olay and Ponds are mostly addressing facial issues and overall aspects of it. The fundamental functions that the skincare products serve are related to cleaning, moisturizing, striving against wrinkles and aging lines into rejuvenation, etc. The companies make an annual turnover of more than 15 Billion US Dollars and have an intense skincare industry presence. Let’s discuss the brands’ and health beauty shops’ target markets and to explore the applied strategies that prompted them to succeed.
Overall Analysis of Skin Care Brands
One of the vital points that are highly elaborated on, especially among females, is beauty, where the prior aspect is proper skincare. The companies suggest creams and ointments for cleansing and moisturizing skin and prevent aging and other skin diseases or cases that might emerge from the improper use of cosmetics or other health issues. The skincare industry plays a vital role in addressing such questions, which means the demand cycle depends on the companies’ problem removal methods.
Let’s discuss one of the best performed campaigns of Olay
We will get acquainted with Olay’s campaign known as “Morning After, Not a Disaster.” The enterprise is dedicated to hard-working millennials who spend much time on the job, and fatigue is noticed from dark wholes under their eyes and aging lines. The campaign introduces a crème for rejuvenating. Let’s watch the commercial below and discuss its purpose and impact further.
We see a young lady who looks at the mirror and feels special, unique, and different after using the night Olay crème called Retinol. It makes the skin bouncy and plumper in the morning when one has utilized it before sleeping. She has a fresh appearance and smiles delightfully.
You can be sure it is more than cheerfulness for a woman to appear to be excellent in the morning because it affects their mood and readiness to do something for the whole day. So, Olay’s marketing campaign called “Morning After, Not a Disaster” clearly reveals its mission about the mornings after a hard day cannot resemble a disaster-like incident if one uses Olay night Retinol crème.
Now, let’s dive deeper into the communication strategies of Olay.
Here is the slogan of the brand that says, “Love the skin you are in.” The tagline has more than a profound meaning that it conveys to its consumers. It means one needs to take care of his/her skin and do the best to preserve and protect the skin from negative aspects like aging, wrinkles, black holes under the eyes, acne, pimples, poles, etc.
The best way to strive against such issues is by virtue of regular consumption of skincare products produced for different means. For example, regenerating micro-sculpting crème makes the skin smoother and more hydrated, daily facial water for removing even the tightest make up cosmetics, 7-in one anti-aging moisturizer with SPF30 that includes several ingredients responsible for different functions like firming and minimizing the appearance of pores, and so on.
The brand pledges to provide purchasers the best version of products that will make one’s skin from better to best, so that one will undoubtedly love the skin he/she is in.
Now, it’s time to discuss target audience of Olay.
To know more about the choice of target segment of the brand I suggest to watch the commercial example and read further the analysis.
The advertisement was a way of introducing Olay’s company, and it was a motivational message to all women in the world. It was filled with energetic and inspiring quotes and scenes that prompt feelings of confidence and self-esteem. They say they can do everything because they are fearless. There are challenges, but they can come up with them. Women need to exert their power and do their best to succeed. They can face anything together, and no hardship can underestimate their values and goals.
What do we acknowledge from this commercial? Its primary purpose was to transmit each other’s carefulness, confidence, setting up aims, exerting efforts, and gaining power and independence. This is something resembling young ladies, full of life and joy, that reaches the segment called Carpe Diem.
Who are Carpe Diems and what do we know about them?
Values and Beliefs
Carpe Diem is very outgoing and lives for enjoying life thoroughly. They like the buzz and are fond of as more people to surround them as possible. They quite frequently go out with their friends and spend a memorable time with them. The target segment values and perceives the importance of having a promising career and pursuing it.
They think money is freedom and one’s independence is measures by it. That’s one of the reasons why they want to get to the top of their career. Carpe Diem usually seeks risk and adventure everywhere they go and experience. They try to be modern and in tune with technologies and the latest trends.
Shopping Attitude
The target segment of Carpe Diems are more brand-oriented and prefer quality over quantity. The main reason for this approach is support from their higher standards of living. They are relatively brand loyal customers, which means they rarely switch between brands and shopping centers or stores.
This is so because they firmly believe in earlier good choices they had made. They need to believe they got the best deal. Carpe Diems pay special attention to their looks. They usually keep track of all the critical trends coming from the West and adopt them as soon as possible to stand out from their surroundings.
Other Interesting Facts
- Carpe Diems are interested in the new poker mania, which gives them everything they seek for like a challenge, thrill, and good times
- They regularly exercise in gyms and follow their body shape carefully. They typically have memberships in their favorite sports clubs.
- Cars, computers, and technology shape the curiosity of this target segment.
16 Personalities (Which one is for your business?)
The marketing strategies of Olay and Ponds clearly demonstrate well-designed targeting of buyer persona suited to their brand positioning. The analysis of their marketing strategies shows that they target the Carpe Diem segment. Their love of shopping and spending money, brand-oriented and loyal characters make them ideal customers for Olay and Ponds.
Some key characteristics of Carpe Diem are:
- Importance of a good career, followed by financial independence, which means freedom in life. They sacrifice their time with family and friends to achieve their desires in the profession.
- Very outgoing and living for enjoyment, love spontaneous events, prefer organized professional life and more flexibility in private life.
Buyer personas are ideal for finding out what product or marketing activity fits your customer well. Having a full imagination of whom you are selling your product or service is a great way of designing future operations.
Carpe Diem is one of the many segments in the spectrum of buyer personas. The whole spectrum of target segments, as well as tips sales and negotiation are included in our book 16 Personalities. Find your ideal buyer persona and start conquering their hearts today!
It’s time to refer to the prominent skincare cosmetics brand Pond’s. Let’s discuss one of their effective marketing campaigns.
One of the successful marketing campaigns of Pond’s brand is called #SeeWhatHappens. The advertisement shows a scene of a young girl who intensively takes part in boxing sessions. As she frequently gets injuries during preps, she needs to conceal them somehow not to make her mom concerned. Here Pond’s concealer crème comes across as an assistant.
However, one day she discovered “the secret,” and her mom saw what was accurately concealed under her eyes. She wanted to show her what happens when one uses Pond’s products. The campaign name is also dedicated to the occasions.
A communications strategy is another tool to make a connection with potential consumers.
Here is the slogan of Pond’s brand that clearly reveals the purpose and mission of the company: “Ponds: where your real age vanishes; Ponds, for timeless beauty; The miracle is you.” As one of the primary functions the skincare cosmetics are prone to serve is fighting against aging because it is the issue ladies address the most.
It also pledges to provide beauty in a minimum time and effort. So, the miracle is ready. Is there a better option? Pond’s brand differs with its uniqueness of keeping in touch with purchasers and strong presence in the skincare industry.
Let’s refer to the targeting strategies of Ponds to know more about their choice of the target audience.
Here is a commercial example below.
We see the advertisement commences with a scene of a young and positive lady who is a good instance of a purchaser of Pond’s products. She displays how it affects not only the skincare process but also the mood of the consumers. The skin protector crème is full of B3+ Vitamin, which is responsible for brighter and smoother skin maintenance. It also protects the skin from the rays of the Sun in hot summers. The representative of the brand’s target segment here symbolizes those young females who like to take care of themselves, are positive and enjoy life colorfully like the balloons in the ad, and experience positive emotions.
The characteristics explained above, and the video scenes guide is to think that the target segment of the Pond’s brand is Chardonnay Girls. Let’s read below to know more about them.
Values and Beliefs
Chardonnay Girls positive, optimistic, and energetic people who love life with its all facets. A key motivator for them is to share happy moments with their friends and make them unique. They are quite open to new challenges and risks. They are amiable people who have a large group of people with whom they frequently make team-ups. They are attracted by new, exciting, and vibrant things and people. It is imperative to their personality that they be well informed and keep the pace of rapid changes in the world’s trends. Moreover, it is vital to be special and to somehow differ from others.
Shopping Preferences
Chardonnay Girlspay a lot of attention to their looks. They are the ones who spend an hour or more getting ready but want to make it look like they had spent on preparation for several minutes. They are stylish people and think that having a unique style is will make them original and outstanding. As shopping is a crucial element of their lifestyle, it is one of their favorite pastimes. They buy whatever they want, and sometimes they appear to be spontaneous. The target segment is quality products, which is reflected in the clothing and other purchases they make. They will first buy less of something but pay more for its quality. In other words, they put quality over quantity.
People from this target segment are classy trendy, which means they avoid purchasing items that are highly advertised in big logos. However, this does not mean that they are not engaging with curious ads and posters. Chardonnay Girls think advertisement needs to be eye-grabbing in terms of sending relevant messages clearly.
Other Interesting Facts
- For Chardonnay Girls, the family is the break they need from all the hustle and bustle, and it is something that they can hold on to in their buzzy world.
- They like to have a partner that reflects well on them in social standing, someone they can be proud of, and that is like them.
- They go shopping mainly to reward themselves. They think, “I worked and studied so much in this past week, and I can reward myself with something new.”
So much about the target market of skincare cosmetics’ brands Olay and Ponds. We were happy to provide you with a helpful article about their communications and targeting strategies and marketing campaigns that prompted them to succeed. For more similar blog posts, you can check out the main page of our website.
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