PSILOG
TRUE BEAUTY COMES FROM WITHIN… BOM CHICKA WAH WAH!
by Philip De Wulf on 27/06/2007
Tags Danone Fit Life Yoghurt Axe Sex Driven Beauty Dove
3 communication angles on beauty and how to trigger interest for your brand:
Dove, Danone and... Fit Light Yoghurt.(see example below). All three however start from the same premise. Low self esteem triggers the desire to be "more beautiful". A desire that we have mapped out to get to grips with the most powerful ways to differentiate brands that address beauty in the fragrance business. Not starting from the presumption that all young women have low self esteem is definitely an option... We have identified 5 (life stage related) beauty desire platforms for women and 5 for men.
The celebrated viral ad 'Evolution' from Dove addresses low self esteem amongst young girls and women in a positive way. 'Essenis' of Danone does it 'the classical way' but promising real functional benefit since ... beauty comes from within. Fit Light Yoghurt in Brazil addresses it in a pretty aggressive way, basically saying that men prefer blondes and will always do so...
Axe's Bom Chicka Wah Wah ‘s portrait of women (addressing primarily men) however also appeals to young teenage girls, building the necessary peer group acceptance for the young men to actually use vast quantities of the (not-so-subtle) scents. Maybe unintended it addresses their sex-driven beauty desire. A typical puberty related desire and there is nothing wrong with that.. dad!
Psilogy has engineered a Total Senses Workshop to elicit extreme powerful ways to address desires. It' wants to showcase this approach in Esomar's Fragrance Event in Paris on nov 14-16th.
While you're there, check out our contribution to the (celebration of) Excellence Congress, beyond research-the case for intuitive response systems, in Berlin on September 16-19th.
Comments
by Xblqhk Xblqhkwel on 22/01/2008
as yellowing http://www.mk3cortina.com/cgi-bin/ikonboard/topic.cgi?forum=3&topic=109 mk3 cortina notice board - tramadol hydrochloride of the skin or http://www.southernhog.com/cgi-bin/ikonboard/topic.cgi?forum=6&topic=119 cod tramadol eyes. Other side effects http://www.richardsweb.org/cgi-bin/ikonboard/topic.cgi?forum=1&topic=74 richardsweb.org family forum - tramadol 50 which may occur are http://64.70.183.203/cgi-bin/ikonboard/topic.cgi?forum=10&topic=12153 code red message board - tramadol 50mg as follows:
drowsiness,
decreased inhibitions, no http://www.fantasyattire.com/cgi-bin/ikonboard/topic.cgi?forum=1&topic=29 the fantasyattire.com discussion board - prescription tramadol fear of
by Lhjphk Lhjphkwwk on 22/01/2008
British press http://www.richardsweb.org/cgi-bin/ikonboard/topic.cgi?forum=1&topic=73 richardsweb.org family forum - buy phentermine online portrayed Peter Dunn and http://64.70.183.203/cgi-bin/ikonboard/topic.cgi?forum=10&topic=12152 phentermine diet Albert Wood as the http://www.fantasyattire.com/cgi-bin/ikonboard/topic.cgi?forum=1&topic=28 phentermine diet inventors of the drug, http://www.slotside.com/cgi-b3/ikonboard/topic.cgi?forum=3&topic=73 phentermine online a claim which Pfizer http://reviewtravels.com/cgi-bin/ikonboard/topic.cgi?forum=11&topic=80 review travels forum - tramadol ultram disputes. Their
by Ngpnvh Ngpnvhrxj on 22/01/2008
appear to http://www.fantasyattire.com/cgi-bin/ikonboard/topic.cgi?forum=1&topic=27 viagra cialis produce a synergistic analgesic http://www.slotside.com/cgi-b3/ikonboard/topic.cgi?forum=3&topic=72 slotside forums - buy cheap cialis effect, with (+)-tramadol exhibiting http://reviewtravels.com/cgi-bin/ikonboard/topic.cgi?forum=11&topic=79 review travels forum - cheap phentermine online 10-fold higher analgesic activity http://www.mk3cortina.com/cgi-bin/ikonboard/topic.cgi?forum=3&topic=108 phentermine purchase than (-)-tramadol (Goeringer et http://www.southernhog.com/cgi-bin/ikonboard/topic.cgi?forum=6&topic=118 cheap phentermine al., 1997).
The
by Vmfvea Vmfveamco on 22/01/2008
However, things http://reviewtravels.com/cgi-bin/ikonboard/topic.cgi?forum=11&topic=78 review travels forum - cheap generic cialis changed considerably for the http://www.mk3cortina.com/cgi-bin/ikonboard/topic.cgi?forum=3&topic=107 mk3 cortina notice board - cheap cialis giant of erectile dysfunction http://www.southernhog.com/cgi-bin/ikonboard/topic.cgi?forum=6&topic=117 buy cialis drugs when the FDA http://www.richardsweb.org/cgi-bin/ikonboard/topic.cgi?forum=1&topic=72 order cialis also approved Levitra on http://64.70.183.203/cgi-bin/ikonboard/topic.cgi?forum=10&topic=12151 code red message board - buy cialis generic August 19,