Target Markets of L’Oréal and Nivea

We see here 2 giant skincare companies that have conquered the world with their brilliant products. L’Oréal and Nivea are the brands that lead the competition for long-running years and that is due to their marketing geniuses and high-quality products. Another aspect is its targeting tactics and especially target markets. Who are the target markets? We will discuss it deeper in the blog post.

So to find out clear target customers of the brands we can look upon their commercials and see what kind of people are present there.

In this commercial, we see a famous singer Camila Cabello who is alone and is meditating before the concert. She is watching herself in the mirror to see if something is wrong. But of course, everything is ok as she uses Loreal. What kind of segment does the girl belong to?

The following customer segment is called Carpe Diems. Who are they?

Lifestyle, attitudes

Carpe Diems are very outgoing people, like the buzz very much and spending their leisure time with close friends. They like friendship and appreciate it a lot, and feel weaker without them.

They like visiting places that are called Top. The upscale places where ordinary people do not go, just to be sure that they are a part of this community of high-class people. 

Having a good career is crucial for them, sacrificing a lot for getting on the top. Of course, a good career brings money, which is a means of freedom for them. Trends are very important for Carpe Diems, they would follow the classical style news both in fashion and music. Also, they would buy chic clothes and wear it only in the best party. Keeping fit is what they wish and actively exercise, going to the gym, riding a bike, and more.

Shopping style

They have high standards of living so this means that they can afford to buy expensive goods. Also being brand loyal is something that characterizes them a lot as when they find a brand that is well enough they would stick to it firmly and that is where brands like Loreal targets the following segment.

Pleasure is what they seek in everyday shopping as they enjoy the process very much especially spending a lot. Catching the best deal is good for them but better is when they believe they have the best.

Here are several interesting tips about Carpe Diems.

1. Like watching popular tv series which are also mainstream ones.
2. Playing online games, competitions or quizzes especially are the favorite ones.
3. The topics that they are interested in are sports, cars, computers, and technology.
4. They are very interested in events like book presentations, wine cellars, exhibition,s and museums.

A very interesting side of the brand L’Oréal is its messaging tactics.

How do they do it? Is there a specific way and tools to reach their targeted audience. To understand that we can look at one of their Instagram post examples.

Here is one of their posts on Instagram. And it is about the new invention of L’Oréal. It is a skin track Ph, the first-ever wearable microfluidic sensor to measure personal skin level. The post is enough interesting and the messaging tactics are so natural and ordinary.

All the posts on their Instagram page have the everyday style, just a story about the routine of Loreal brand and their users. So the following messaging tactics are based on the 12 brand archetypes and especially the Everyman brand archetype. What does the Everyman brand archetype represent?

• The desire of the brand archetype to be in connection.
• It has a goal to belong and to fit in.
• The strategy is developing ordinary goodness in order to be accepted by everybody.

Many great brands like Budweiser and Levie’s are using the following brand archetype as a core of their messaging strategies.

Here are the 4 messaging levels of the Explorer brand archetype.

1. At first Everyman brands speak about or loneliness and affiliation.
2. SO it is also obvious that the next grade of messaging accentuates the feeling of abandonment and being alone.
3. So in the 3rd step Everyman gives messages like to be a joiner, to accept help and friendship.
4. So here we belive that every man has natural dignities, no matter who we are, we are all special.

The everyman brand personality could be a perfect personality for your brand if

1. If the use of your product helps people to be belonged.
2. If it has a function that is commonly used every day.
3. If your product is produced or sold by a down-home organizational culture.

Here are some engaging facts about Loreal.

• Loreal pioneered the soap-free shampoo in 1933.
• At present, the company has 500 plus brands with thousands of products.
• While we think about the research L’Oréal is ahead of their competitors as they have 6 research centers.
• 42 manufacturing centers, This is the manufactural power of the brand L’Oréal
• In 2006 L’Oréal acquired Bodyshop, the deal was set a 562 euro.

Now we can look upon the targeting strategies of Nivea.

What is their real target? So, let’s look upon one of their commercial examples to know that clearly.

Here is a beautiful commercial example, where a girl wants to tease a boy in front of here. She is very beautiful and self-confident and beautifully cared due to Nivea. The flirtatious girl belongs toa clear segment which is called Chardonnays. Who are Chardonnays? We have clear answers to the question.

Lifestyle and attitudes.

Chardonnays are very optimistic people and are keen to say ” Yes” to new opportunities. They like to live a joyous life full of interesting adventures>. chardonnays are very beautiful with both soul and appearances. They would spend hours in front of a mirror to clear out if everything is ok.

They like being in tune with the latest trends and we can always see the new Ipone in the hands of Chardonnays As trends allow them to differentiate in their circles and be a leader.

Shopping behaviors of Chardonnays.

They are very aware of trends because doing shopping is one of their favorite past time, buying the most trendy products is a need for them, and saving up a little helps them to do that. Big logos and flashy products are not appealing them so much as it is not trendy in reality. Quality is more important than quantity for them.

Adds should be very entertaining fo Chardonnays and have a special idea inside it. As they think adds should be very catchy and great like their personalities. Smart and simple, this is what they like the most in adds.

Here are some interesting tips about Chardonnays.

1. Chardonnays like watching sitcoms that have special characters, whom they would follow, the stylish and wise character of course.
2. Their main favorite topics are beauty, social trends, love, sex, and the West.
3. They look at shopping as a reward for their hard work during the last time, if they work hard they would afford them something special.
4. Chardonnays are rather impulsive shoppers and would not think a lot before purchase, that’s why they think they should work a lot to gain more money.

Nivea knows exactly that the following segment is a perfect customer for them, who would but a lot and without a lot of thinking. Also, they care about their looks very much that’s why all skincare companies adore the following segment so much.

16 Personalities (what is for your business?)

Let me ask a question. How did Nivea become such a famous and hyped brand? How are they giving trends all over the world? The answer is simple, they just found their ideal buyer persona and concentrated their all marketing arsenal on them. Who are they? They are Chardonnay girls.

Let’s check out some hidden insights od Chardonnays

• These people are usually students and young professionals, who are living in big cities. The urban bustle attracts them as well as the variety of the shops and just the city romance. The dormitory areas aren’t for them, they prefer to be in the center of everything.

• The big part of Chardonnays earn more than an average person. In general they like the job where they influence others and shine individually.

• They like quality products. They would rather buy a few but buy high-quality things. Following the trends is a common practice for them. Big logos and signs look plebeian for them.

After you realize the power of Chardonnay girls you may ask now, how can I make my company desirable for them? How to pay their attention in advertisements?  What are the benefits of their behavior? You can find all the answers to these questions in our ebook called “16 Personalities”.  You will also find all the solutions for your marketing problems, which will obviously change your insights about Buyer Persona.

Of course this is one of the 16 personalities and with this book you will discover all of them. With knowledge of each 16 personalities you will confidently find your ideal buyer persona and change your marketing strategy to achieve new levels. 

The book also gives you some hints for selling your product and negotiating with your clients.

Let’s see exactly how to learn about the main messaging tactics of Nivea.

We do not need to do much, just one or two good Instagram posts will show us their branding directions.

And here is an Instagram post example of Nivea.

This post refers to easter and not only eggs you can find here but also eyelashes. Here the pink and soft colors are present. The loving atmosphere with paper clouds prompts us about some interesting tactics that Nivea has adopted. SO, Nivea has adopted the tactics which are based on the 12 brand archetypes and especially the Lover brand archetype. What does the Lover brand archetype represent?

• The desire of the brand archetype is to reach for intimacy and have sensual pleasure.
• The goal of the archetype is being in close relationship with the surroundings, beloved personalities, and things.
• The strategy is becoming emotionally and physically attractive in every way.

Many great and successful brands like Victoria’s Secret and Revlon are using the following brand archetype as a base of their branding strategy.

And here are the 4 grades of the messaging strategies of the Lover brand archetype.

1. The brands give a call of falling in love, to be seduced by a person, by an idea.
2. The lover brand archetype brands tell us to seek great romance or sex.
3. Here we should commit to the thing or one we truly love.
4. What we find in the 4th grade is the spiritual love and self-acceptance, ecstasy.

Nivea is clearly based on this archetype which helps them to make their personality more interesting and engaging. The following brand personality could be a perfect fit for your product or service if

1. it helps people directly to find love or friendship.
2. It has a function that fosters beauty, love, closeness between people.
3. If there is a clear need to differentiate itself from lower prices products.

Here are some interesting facts about Nivea.

• The name Nivea is linked with the Latin name “nivis” which means snow.
• in 1914 Nivea was available in 34 countries worldwide, it is only 4 years after entering the skin-care market.
• The Nivea logo is very recognizable and people know it when 70 % of the logo is covered.
• Nivea produces more than 500 000 tins in Hamburg, and worldwide the total number is 100 million blue tins.
• It is a fact that Nivea is a green brand and 100% of its products are made from recycled goods.

Here are just 2 great examples of choosing target audiences. Just surf in the blog thesocialgrabber.com and find out different articles about targeting and branding of the famous brand.