Rouge in Love; Stay in Love
When you use one thing to
identify another, especially an attribute of that thing, that is a metaphor—for
example, fire is a metaphor for hot sauce in particular contexts. (CH5 pg 81)
My product is Rouge in Love lip color by Lancome. It is a long wear lip color. “Stay in love” will be the slogan for the product. The tagline is the catchphrase that conveys the brand or group's benefit or spirit and expresses an umbrella theme or strategy for a campaign or a series of campaigns; it also is called a claim, end line, slogan, or strap line. (Ch6 pg 102) Since the lip color is long wear I thought “stay in love” would work perfect for the product. The product is called Love, with that being you want the product to last long, meaning you want to stay in “Love”. In the premiering advertisements coming along Rouge in Love will portray actually staying in love. I wanted to
--> Identify
an emotion that people will feel when connecting with the brand or group(ch. 2
pg 20). In order to do so you need to -->connect ideas and images to make a point or to express a
function or emotion. ( ch5 pg77). When
you use one thing to identify another, especially an attribute of that thing,
that is a metaphor—for example, fire is a metaphor for hot sauce in particular
contexts. (CH5 pg 81).
-->
Competitive Analysis
The more people work with a brand,
the more those people will use as well as feel loyal to that brand. (chapter 1
pg 120). There are a number of
competitors in the cosmetic world. They all have their own long wearing
lip colors. Keeping our customers loyal to Lancome products is the goal.
Target competitors include Mac Pro long wear lipstick($18.00), Estee Lauder
Pure Lip Shine($25.00) , Rouge Allure ($34.00), Yves Saint Laurent Rouge
Volupte Shine lip color ($34.00) just to name a few in the market. Since
Lancome sells a wide range of products, to get the customer to use Rouge in
Love all you need to do is to get them to use any other product from Lancome.
Figure out the one product they need that has a use to them first then bring
them towards Lip color. The brand idea is based on an insight into the audience that makes the brand relevant to them. It must exemplify something—tangible or intangible—that people find compellingly relevant to their lives. (ch 4 pg 53).
All competition lip colors have similar qualities and benefits. They are all from the line of long wear. They all have the same length of staying, eight hours. All lip colorsr include to have shine and hydration. They come with a different scale of prices ranging from $18.00 with Mac to $34.00 with YSL and Chanel. The price is not a problem with the competition. If the customer is buying higher end department store cosmetics in the first place then that is not a problem for competition.
The competition to Lancome has promotions throughout the year. They have different promotions with a gift with purchase about twice a year in different stores. When Lancome is not in a gift with purchase we will be promoting free consultation and makeovers. To get Rouge in Love out in the market for people to try we will offer to try it for free. The customer may come in for something totally different than lip color but we will suggest different products for them to try while they are there. After trying Rouge in Love they can decide if they fall in love with it after seeing the benefits from the product. We would like to get the product on as many people as we can before they walk out the door. The more people we can get the product on the more customers we can get to come back to purchase Rouge in Love.
Big Idea
The main way we are going to attract
our customers is by using the promotion discussed in our promotion section. The
idea is to get Rouge in Love on as many customers as possible. More customers
we get to try our new product more clients to have come back to buy the
product. We want to stand out from all other cosmetic brands ( Estee
Lauder, YSL, Mac). Lancome wants to stay with a classy and professional look.
We only have professionals working for Lancome with certified training. Lancome
With wanting to stand out, that we will need only superb promotion
ideas to sell our product. Our promotion using free makeovers will be our key
to drive in our customers. While having these events at Lancome counters,
we will have professional Lancome makeup artists giving the makeovers. After
receiving our free makeover we will be asking customers to provide us with
their information. The purpose to receive their information is to call
for follow ups on how well our product worked for them.
Promotion
There are numerous ways to promote Rogue in
Love. One way to promote Since ,technology has shifted much of a brand's power
to consumers. (Chapter 1 pg12), current clients of Lancome will receive
email promotions. The promotion will include a free makeover with trying
Rouge in Love and a second card to bring a friend. The emails will be
sent out to bring in more clientele even though Lancome will already be doing
the free makeovers to every other customer. Though the clients will think they
are getting the special deal and come in. Have
the client sit down give their opinions and listen carefully to the information
the client offers (CH 2 pg.16). To promote the product will be a video commercial and print advertisements. Advertisements will be promoting to "Stay in love".
-->In any media, visuals and words together communicate a whole message that is greater than the sum of the parts, (Ch 6 pg 97). Print advertisements will promote in magazines and internet. Along side with the print advertisements will be the offer about free makeovers by professional makeup artist to try new Rouge in Love.
Creative Content
Creative Content
Creative content created by Cierra
Esparza. Advertisements are showing to "Stay in Love". Love is
the theme.
In any media, visuals and
words together communicate a whole message that is greater than the sum of the
parts, (Ch 6 pg 97), love is
our message and theme to portray.
An ad in the form of a story,
whether in a still or moving medium, usually involving conflicts and emotions,
is considered a drama.(ch7 pg 110). Storytelling involves a two-way interaction
between a storyteller and one or more listeners. The responses of the listeners
influence the telling of the story. In fact, storytelling emerges from the
interaction and cooperative, coordinated efforts of teller and audience. (CH7
pg 118). Storytelling is an
important tactic with advertising. Visual concepts have a catchier attempt to
attract customers.
The print advertisements
will be presented in print magazines and on internet. The colors and story of
the advertisements will stand out with
the visualization, using flat color and
graphic illustrations to depict the images in an elemental yet powerful way,
communicates the message (CH 8 Pg 136)
Not only does the
background become an active participant due to the color and division of space,
but one element directs our eyes to the next. (Ch 9 pg 172).
-->
A designer must consider point
of view—the viewer's position in relation to what he or she is looking at
and from which angle (CH 9 pg 175)
when designing visual advertisements to keep the viewer drawn in. You only have
a few seconds to attract someone's attention. Make the viewer interested in the
product.
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