STRIVECTIN’S UPSCALE APPROACH
THERE’S LOTSof news and plusesfrom StriVectin with its new Overnight Facial Resurfacing Serum and the
continuance of the brand’s new advertising
approach. Gone are the “screaming” all-copy ads. They’ve been replaced with a
more upscale visual, featuring a model with
flower petals to suggest the relevant end
benefit, soft and smooth. It is the second ad
with the new format, which was inaugurated with its Instant Facial Sculpting
Cream. In that case, the benefit was illustrated with a mesh “screen” covering one-half the face to suggest “sculpting,” which
is the new, broader-appeal replacement
word for firming.
The ad includes a call-to-action with
five significant firsts for prestige products:
800 telephone number; website address,
while not unique, its visual placement in the
prominent “call now” box makes it more
imperative; store-locator list answers the
“where to buy” question for consumers,
and makes retailers happy; a 100% satisfac-
TheBrandAudit is a Grayson Associates proprietary new marketing
technique to determine the success potential of a new
product concept or execution, prior to launch. Or, for
an existing sluggish product or line, it will analyze its
strengths and weaknesses, against key competition.
The audit score is based upon Grayson Associates’
29 “keys-to-success” criteria for the key marketing
categories of Product, Positioning, Consumer Appeal,
Competition and Marketing Potential. A score less
than 80 (out of 100) means trouble in the marketplace.
TheBrandAudit appears bi-monthly. Contact:
This StriVectin advertisement features several
powerful call-to-action elements.
tion, money-back guarantee provides
strong “Permission-to-Buy,”which is absent
in most retail beauty advertising, and shows
the retail price of $59 for 0.9 fl. oz., something that is rarely used in U.S. brand ads.
Aside from surprising the consumer with
the answer to “I wonder how much it
costs?” the seemingly “moderate” price is
another driver, as compared to the $135 of
the original product. Never mind that on a
per-ounce basis, this seemingly reasonable
$59 retail translates to $65.55 per ounce, vs.
Product 17. 90
Positioning 17. 69
Consumer Appeal 15. 82
Competition 9. 60
Marketing Potential 18. 14
Total 79. 15
$22.50 per ounce for the 6-ounce original,
and is the unsung reason for the huge success of the original product.
Price notwithstanding, all of this supports its
high THEADAUDIT score of 96. 54. After the superb targeting of the Headline, “Dull and
Uneven?”the apparent “consumer testimonial” as the subhead—“a super-exfolia-tor…but gentle. It made my skin look
smooth, soft, perfect!”—is a very neat way
to convey the key benefits. Visual Impact was
strong, with excellent copy readability, which
is usually the weakest part of most print ads,
often due to its space in the layout, and/or
lack of readability. Even here, key benefit enhancement in the copy, especially in emotional terms, would have made for greater
impact. Also absent was Permission-to-Believe, which is vital in the skin care category. A little more news value/discovery
factor that focused on her needs would have
made this segment nearly perfect, as was
overall Consumer Appeal.
THEBRANDAUDIT analysis explains the
79. 15 score. Product segment strength was
due to the new type of exfoliator and its
“expected” immediate, yet gentle results.
However, the name Overnight and “wake
up each and every morning with a
smoother, younger-looking…”were not realized after several uses. While a strong
promise is a key trial motivator, it becomes
a“danger” if “some” benefits are not realized after five night’s use.
Headline 23. 93
Visual Impact 26.07
Copy 23. 31
Consumer Appeal 22. 23
Total 96. 54