Cosmetics & Toiletries & National Newspapers Latest intelligence from Newsworks March 2009

Cosmetics & Toiletries & National Newspapers Latest intelligence from Newsworks

March 2009

Structure of today’s presentation

Role of newspapers for women

Science and newspapers

TV & Newspapers, the perfect partnership

How newspapers work versus magazines

How brands can make their advertising work harder:Attitudes towards cosmetics and toiletries advertising in newspapers

Do similar ad formats confuse?

Impact of ad size

Awards

Topicality/Newsworthiness

Celebrity endorsement vs model vs product

Multiple executions

What can Boots teach brand advertisers?

Conclusions

Women spend time with their newspaper

Newspapers are picked up and read on three separate occasions during the day

11m women

read a newspaper

every weekday

70% of

women readers spend more than

half an hour with

their papers

Source: NRS, NMA Women and Newspapers

Papers have a vital role in women’s lives

Source: NMA Women and Newspapers research

Women value their newspaper as ‘Purposeful Pleasure’

The Purpose

to get informed

The Pleasure

of feeling I am using my brain

of a feeling of worthwhile time for me

The Experience

mentally stimulating

relaxing

On average 11 million women read a national newspaper each day

Source: NMA Women and Newspapers research

How readers feel reading a quality newspaper

Relief…it’s the first time in the day on my own, first time

in the day for me

Very knowledgeable

It’s vital… it restores me

Private, in my own little world

Proud of myself, for making time for me, and for getting

informed

Time for me, but it’s useful as

well

Very interested, passionate, angry wanting to start a

conversation about it

A sense of anticipation

Questioning

InspiredLuxury time

RelaxedFocused

Escapism, almost transient… my head is busy, but it calms me

down… time out from the rest, in a capsule

That light bulb moment something

switches you on

Source: NMA Emotional Connections research

How readers feel reading a mid market/tabloid newspaper

Escape into your paper for a little bit

Quiet time

Me time

Comfortable

Happy

I feel off the leash

Relaxed and unstressed

Saddened, sickened, incensed

Shocked, surprised, interested, Astounded

by what I read

When you watch TV you switch off, when you read the paper

you switch on

Informed, up to date

Amused

Source: NMA Emotional Connections research

Newspaper readers – a receptive frame of mind

76% agree

I’m in a more receptive frame of mind when reading a paper so

absorb factual information as well as

enjoy the pictures in the advertising

Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)

46

68

72

75

77

79

85

89

Women’s perceptions of newspapers when thinking about Cosmetics and Toiletries

Seeing adverts next to related articles makesthem more memorable and relevant

Companies that advertise in newspapers showthey are really confident in the product

Full page adverts in newspapersreally grab my attention

Fashion and lifestyle pages are eye-catching

I use my newspaper as a source of information, including new toiletries & cosmetics products

I often try the toiletries & cosmetics products that have been reviewed

If I see a product that interests me in a newspaper I often rip it out & refer to it later when shopping

I often look out for what papers say celebrities are buying &think about trying same products


Newspapers provide an ideal context for science claims

96% like to have as much

information as possible when

considering scientifically

developed products

72% agree I’m more open

to scientific messages if I read

about them in newspapers because I expect newspapers

to check & verify facts

81% agree newspapers

are an important source of information for new products with

scientific claims

93% want evidence if a

product makes a bold claim like ‘teeth

whitening’ or ‘anti-ageing’


Pro-Xylane

Nutrileum

Fibro Plastyl

Beta-hydroxy acids

Ceramides

Penta Peptides

Retinol

Elastin

Collagen

4

5

5

6

7

10

13

13

26

11

11

12

15

22

33

35

34

45

22

21

24

27

29

30

29

28

22

63

63

59

52

42

27

23

25

7

How confident are you of the terms being used %?

I know exactly what

this means and could

confidently explain it

I have only a vague

idea what this means

I have a fair idea what

this means

I have heard term but

I have no idea what it

means/never heard

the term


15%

39%

29%

27%

Newspapers the most prevalent information source for Horizon programme featuring Boots No7 Protect & Perfect

Saw Horizon programme on TV

Never heard/read/seen anything about it

Was told about programme by friend/relative/colleague

Read about Horizon programme in newspapers


Newspaper coverage multiplies the audience


33.4 million readers1.9 million viewers

… made me notice advertis-ing for the product more

… made me more likely to believe in the product's

anti-ageing claims

… made me more inclined to buy Protect & Perfect

50 44 41

4541 43

Seeing the newspaper articles…..

Agree Agree strongly

95%

83%85%


Average £ spend per household

TNS Category AllHeaviest third

TV viewers

Regular newspaper

readers

Skincare 44.36 42.58 47.44

Bath Additives 15.82 16.44 15.61

Dentifrice 11.38 10.91 12.11

Razors 10.33 11.03 10.99

Toothbrushes 10.30 9.43 10.47

Mouthwash 6.78 6.99 7.40

Suncare 5.20 5.59 6.06

Hair sprays 2.81 3.31 3.59

Toilet soaps 2.38 2.40 2.78

Newspaper readers spend more than TV viewers on many beauty products sectors

Population OOOs. All households 25017. Heaviest third TV = 6886. Regular newspaper readers = 6886. Heaviest third TV is 37% of TV

Source: TNS Worldpanel – 52 weeks ending 28 Dec 2008


TNS Category

All

Heaviest third

TV viewers

Regular readers of qualities

Regular readers of

mids

Regular readers of

pops

Bath Additives 15.82 16.44 11.63 15.45 17.57

Razors 10.33 11.03 9.78 11.43 12.04

Body sprays 1.82 2.32 0.90 1.49 2.49

Shampoo/cond

18.83 18.76 14.41 18.40 18.45

Deodorants 17.86 19.70 12.53 17.33 21.22

Hair colourants

9.23 11.76 5.61 9.70 10.11

Liquid soap 4.25 4.24 4.37 4.69 4.22

Variety of newspaper types provides more targeting opportunities

Population OOOs. All households 25017. Heaviest third TV = 6886. Regular qualities = 1699. Regular mids = 2537.

Regular pops = 2992 Heaviest third TV is 37% of TV



TNS Category

AllHeaviest third TV viewers


Regular readers of

mids

Regular readers of

pops

Deodorant

Sure 3.14 3.48 2.67 3.28 3.72

Mouthwash

Dentyl pH 1.09 1.05 1.31 1.29 1.24

Skincare

Simple 1.61 1.34 1.78 1.54 1.40

Garnier Skin Naturals

1.93 1.93 1.48 2.41 1.57

Variety of newspaper types provides more targeting opportunities by brand

Population OOOs. All households 25017. Heaviest third TV = 6886. Regular qualities = 1699. Regular mids = 2537. Regular

pops = 2992 Heaviest third TV is 37% of TV



TNS Category AllHeaviest third TV viewers


Regular readers of

mids

Regular readers of

pops

Dentifrice

Sensodyne1.76

1.60 2.53 2.28 1.54

Aquafresh1.69

1.66 1.43 1.52 1.83

Hairsprays

Elnett0.58

0.62 0.78 1.29 0.77

Silvikrin0.71

0.79 0.64 1.00 1.21



pops = 2992 Heaviest third TV is 37% of TVSource: TNS Worldpanel – 52 weeks ending 28 Dec 2008


TNS Category AllHeaviest third TV viewers


Regular readers of

mids

Regular readers of

pops

Shampoo/Cond

Pantene 2.04 2.06 1.43 2.23 1.97

Charles Worthington Results

0.39 0.30 0.41 0.32 0.29

Toilet soap

Dove 0.58 0.60 0.39 0.67 0.73

Suncare

Piz Buin 0.87 1.11 0.30 1.58 1.43



pops = 2992 Heaviest third TV is 37% of TVSource: TNS Worldpanel – 52 weeks ending 28 Dec 2008

Bath Toiletries Beauty Aids Hair Products Fragrances Personal Hygiene

Total

52.6 53.765.9

44.9

67.556.5

7.2 9.9

3.1

13.6

3.6

7.3

18.6

25.225.2

32.9 12.8 23.9

21.611.2 5.8 8.6

16.1 12.3

2008 Cosmetics & Toiletries Ad Spend % by medium

Source: NMR

TV Newspapers Magazines Others

Newspapers’ audience profile complements TV with a profile that is relatively young, ABC1 and London

Source : BARB Jul – Dec 2008 / NRS Jul – Dec 2008

Men 16-24 25-44 AB C1 London

119

138

107

159

111

149

Newspaper audience delivery indexed against commercial TV

Commercial TV indexed @ 100

TV: Index v Popn 88 73 92 66 90 79

NPs: Index v Popn

105 101 98 105 100 118

Newspapers offer high coverage of women

Women

Women who reada newspaper in a week

Women who reada magazine in a week

Source: NRS Apr 08 – Sep 08

25.2m

17.8m

11.4m

Newspapers deliver immediacy

Source: NRS - Accumulation Curves

Time taken to reach 96% of readers

Women’s monthlies 171 days

Women’s weeklies 88 days

National newspapers 1 day

84

7572

66

51

13 15

4249

23

66

54

44

62

Role of newspapers and magazines for women

Provides information that is current and

up to date

Reading is a ritual that keeps

me in touch

It is more informative than other

media

It gives me ideas and

things to talk about

When I read I feel totally

absorbed in what I’m doing

Quite often clothes &

beauty products

featured are not available in the

shops

There’s too much

advertising

Newspapers Magazines


42

47

54

62

Women’s perceptions of newspapers vs magazines

Best buys and product reviewsare more credible in the newspaper

I prefer newspaper reviews to magazine reviews because they give you more objective information

I seem to notice adverts in my newspaper far more than magazines as there are fewer adverts

Products advertised in newspapers tend to be more unique and special


Advertising in newspapers grabs attention more

page ad

66%

dps*

44%

Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women 142)

% of women marking ad with Post-it note

* Ad for Estée Lauder Bold Volume lifting mascara

It was larger and as there were much less adverts it stood out. In

Elle mag there were too many adverts and they all start to blend

in together

http://www.esadvertising.co.uk/en/1/home.html

Standout higher in newspapers than magazines

25x4 ad

61%

page ad

44%



…You don't expect to see cosmetic advertising in

newspapers

Standout in newspapers almost 3 times higher



page ad

39%

page ad

14%

The magazine is full of fashion adverts but the

newspaper isn't. It's a full page in the newspaper so it’s

bigger

http://www.esadvertising.co.uk/en/1/home.html

Newspapers generate higher unprompted recall


Estée

Lau

der

reca

lled

14%

16%

10%

12%

7%

3%

15%

9%

11%

16%

7%

Harro

ds

men

tione

dM

asca

ra

men

tione

dM

ango

reca

lled

Man

gore

calle

d

Estée

Lau

der

reca

lled

Mas

cara

men

tione

d*

Lanc

ôme

reca

lled

Lanc

ôme

reca

lled

Mas

cara

men

tione

d

Mas

cara

men

tione

d*

* Mascara mentions in magazines do not refer solely to the “test” ads

Evening Standard Elle The Times Grazia

Category prompt delivers higher recall for newspaper ads

Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women : Times 128, Grazia 147, Standard 128, Elle 149)

% mentioning test brands following category prompt

Evening Standard

24%

11%

23%

27%

11%

2%

Evening Standard

Elle ElleThe Times

Grazia

Estée Lauder Lancôme Mango

Stronger ad recognition in newspapers

Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women : Times 128, Grazia 147, Standard 128, Elle 149)

% recognising

Evening Standard

79%

68%72%

65%

Elle The Times

Grazia

Estée Lauder Lancôme

Newspaper advertising surprises and delights

It was a full page advert. You could really tell it was an

Estée Lauder product advert

Whole page ad, nice eyes/eyelashes, nice black/gold

mascara tube

It was a full page advert. You could really tell it was an

Estée Lauder product advert

I love mascara and normally take time to read ads. Woman's lashes

looked great

Full page colour ad on the "typical" news

page. Big picture of the product and huge eyelashes on the

model

It’s huge! It stands out against the whole look of the articles. It’s

unexpected. The model's face is bright clear and beautiful.

Source: BMRB/Cosmetics & Toiletries Impact study,Sep08

Brands can benefit from ‘positivity effect’ in papers

Large advert for mascara which is something I wear

The fact that it's in a newspaper makes it

stand out more. I noticed the info on

the 'new' mascara, it seemed interesting

The colour advert is very striking against the newspaper print. The picture of the girl

with beautiful lashes is very striking

The size of the ad, the fact that it was on the right

hand page. I didn't notice the same ad in Grazia

The model's eyes. It took up 3/4 of the page as well in colour. Made it

stand out against the writing

It’s mascara in a newspaper


Newspaper ads convey status , authority and universal appeal


8

9

12

16

19

38Universal appeal

For women who care about fashion but don’t

read magazines

I’m new buy/try me

High quality/premium, product

For business/professional people

Targeting a more sophisticated clientele

The manufacturers wish to reach a wider audience with

these adverts. They seem to be bold and confident in featuring

full-length ads in the newspapers

Exclusive, high profile,

important

That they are more serious products, possibly more for professional women who

would be more likely to read the paper than a fashion

magazine

Main messages from using a newspaper to advertise mascara (open-ended)

Newspapers have clear advantages for consumers


6

10

10

15

28

38Wider range ofpotential

customers

Fewer adverts tocompete against

More people readnewspapers

Wider readership

Newspapers seen every day

Gives people gift/new product ideas

Advertising in a newspaper provides a "day to day" instead of

a once a month/or week hit, reaching a much bigger market (including men that want to treat

their ladies with a quality gift!)

There are not as many adverts so yours might stand out more. The

magazines are full of adverts and I tend to skip past them as there are

just too many to take in.

Main advantages of advertising in a newspaper (open-ended)

Newspapers have clear advantages for consumers

More exposure and less adverts in the

newspaper so would be more noticeable

It makes it more noticeable. I stopped to

read the mascara adverts in the

newspapers but didn't bother with the magazine ones

Not just targeting readers of fashion magazines.

You're not vying with a lot of other mascaras in the

fashion magazines

The reader of a newspaperis more likely to be a professional and may therefore be willing to

purchase more expensive beauty products, such as

Estée Lauder, because it is important for their career to

look their best.

People read the papers more and believe in newspapers more than mags credibility

Women may make an impulse purchase after

work / lunch break


Women like to see their interests reflected in editorial and ads

70% felt that

seeing cosmetics and toiletries adverts

in their newspapers made the paper more

relevant to them

Brand recognition

Many women’s toiletries and cosmetics press ads appear to use similar ‘formula’, eg

Hair care – model/celebrity head shot, shiny hair often spread out, packEye make-up – model/celebrity head shot, eyes highlighted, packDepilatory/body care – model leg/body shot, pack

Does format similarity cause confusion?

61% agree it’s often hard to tell which toiletry or cosmetic is being advertised as the ads looks so similar

To further understand levels of potential confusion and identify how well brands convey brand identity by other means, 15 ads were shown with the brand names removed

Strong identities for top haircare brands

Published ad

De-branded ad

73

Correct brand %

71 61 53Source: BMRB/Cosmetics & Toiletries Sep08 (Women 107, 211, 212)

Brand confusion potential for less familiar brands

Published ad

De-branded ad

Correct brand %

Source: BMRB/Cosmetics & Toiletries Sep08 (Women 107, 211, 212)20 5

Branding challenge for mascara brands

Published ad

De-branded ad

65

Correct brand %

59 30 24Source: BMRB/Cosmetics & Toiletries Sep08 (Women 107, 211, 212)

Innovations benefit from clear logos

Published ad De-branded ad Correct brand %

Source: BMRB/Cosmetics & Toiletries Sep08 (Women 107, 211, 212)

23

Branding score in main study

%

77

Average response across 6 Branding & Response Metrics

Series1

79

30

61

Boots Soltan Once Face sun cream

Average single ads (75)

Pantene Pro-V

High interest category but big difference in individual ad performance

Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots Soltan 107, Pantene 108)

)

Women’s Cosmetics and Toiletries – Top and Bottom Ads

88

77

62

74

87

85

I would stop and

look rather than

turning the page

Surprising and

gets me to think

differently about

the brand

Helps me connect

and identify more

strongly with the

brand

Gives me a reason

to go out and buy

this brand

Boots Soltan Once Face

Average response – 75 single ads

Gives me enough

information to decide

whether brand is for

me

Pantene Pro-V Haircare 25 x 4


)

Branding

is strong

Distinctive

Interesting

Soothing

Pleasant

Gentle

Weak

Dull

Boring

Irritating

Unpleasant

Disturbing

Involving63

50

24

39

3111

139202

56

Women’s Cosmetics and Toiletries – Top and Bottom Ads

+27

-43

-35

-47

+32 +19

%

+/-Difference top vs bottom

Boots Soltan Once Face


Pantene Pro-V Haircare 25 x 4


)

Distinctive

Interesting

Soothing

Pleasant

Gentle

Weak

Dull

Boring

Irritating

Unpleasant

Disturbing

Involving68

61

20

28

24121210202

63

Women’s Cosmetics and Toiletries – Highest & lowest active engagement

+49

-47

-46

-44

+48 +41

%

+/-Difference highest vs lowest

Estée Lauder Turbolash Mascara

Average response –75 single ads

Estée Lauder Re-Nutriv Skincare 25 x 4

Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Estée Lauder Turbolash 104, Re-Nutriv 102)

)

64

5753

Full Page Av(50 ads)

Half Page Av(14 ads)

25 x 4 Av(11 ads)

Average response across 6 branding & response metrics by size of ad%

Larger ad sizes perform more strongly but ….

Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378)

)

79

6762

41 41

30

Full Page Half Page 25 x 4

Branding & response average for top and bottom ads in each size

Creative strength makes a bigger difference

Highest scoring ad Lowest scoring ad

Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378)

)

79

75

48

646273

59

64

Branding

is strong

I would stop and

look rather than

turning the page

Surprising and

gets me to think

differently about

the brand

Helps me connect and

identify more strongly

with the brandGives me a reason to

go out and buy this

brand

Average response – 75 single adsGives me enough


whether brand is for me

Placing the ad next to

this type of article

makes it seem more

interesting and

relevant

It reminds me of TV

ads for this

manufacturer

Bigger ads generate stronger responses

Boots No7 Instant Radiance full page

Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots each ad 108)

)

Boots No7 Instant Radiance ½ page

Boots No7 Instant Radiance 25 x 4

Distinctive

Interesting

Soothing

Pleasant

Gentle

Weak

Dull

Boring

Irritating

Unpleasant

Disturbing

Involving

42 44

34

37

54

16

24

18

201

30

%

Bigger ads are more actively engaging


Boots No7 Instant Radiance full page

Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots each ad 108)

)

Boots No7 Instant Radiance ½ page

Boots No7 Instant Radiance 25 x 4

Awards have potential to boost sales

Con

sum

er s

urve

y

Cos

mop

olita

n be

auty

aw

ard

Sun

day

Tim

es -

Boo

ts

Sun

day

Tim

es -

J F

rieda

In-s

tyle

Red

NW

Baz

aars

50

best

Han

dbag

43 48 41 39 42 39 40 37 34

38 2320 19 17 14 13 13 11

A little more likely to buy % Much more likely to buy %

If you saw a product that had been given this award, would it make you more likely to buy?

Source: BMRB/Cosmetics & Toiletries Sep08,1378 women)

)

55% notice award and among those who notice…

Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots Soltan 107, Notice award 59)

)

Boots Soltan Face - Sunday Times Style

Strongly agree Agree

More likely to find out more about

product

More inclined to believe claims

More likely to buy

4054 53

4741 37


Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Nivea Visage 108, Notice award 82)

)

Nivea Visage DNAge - Product of the Year



product


More likely to buy

62 7160

2421

22


Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, L’Oréal Elnett 104, Notice award 45)

)

L’Oréal Elnett Satin Hairspray - InStyle



product


More likely to buy

56 58 53

31 3333

Topical relevance and immediacy heightens ad response

72

72

55

62

62

74

69

58

Branding

is strongI would stop and look

rather than turning the

page

Surprising and gets

me to think differently

about the brand


identify more strongly with

the brandGives me a reason to go

out and buy this brandAverage response – 12 topical ads


Gives me enough




this type of article makes

it seem more interesting

and relevant

It reminds me of TV ads

for this manufacturer

Source: BMRB/Cosmetics & Toiletries Sep08 (75 ad average 1378, Topical ad average 1277)

)

6 Branding & Response MetricsOverall Average: 61

Topical ads: 66

Distinctive

Interesting

Soothing

Pleasant

Gentle

Weak

Dull

Boring

Irritating

Unpleasant

Disturbing

Involving

50

43

28

38

351619

14

543

46

+6

-6

-6

-6

+6 +3

%

+/-Difference topical average vs all ads average

Source: BMRB/Cosmetics & Toiletries Sep08 (75 ad average 1378, Topical ad average 1277)

)


Topicality and immediacy create higher engagement

Average response – 12 topical ads

77

76

59

655770

78

63

Branding

is strongI would stop and look


page

Surprising and gets


about the brand




out and buy this brand







and relevant



Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Rimmel 107)

)

Women’s Cosmetics and Toiletries – Rimmel Sunshimmer Instant Tan Mousse

Rimmel Sunshimmer

Distinctive

Interesting

Soothing

Pleasant

Gentle

Weak

Dull

Boring

Irritating

Unpleasant

Disturbing

Involving73

50

934

3214138753

51

+29

-12

-12

-8

+11 +10

%

+/-Difference vs average

Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Rimmel 107)

)


Women’s Cosmetics and Toiletries – Rimmel Sunshimmer Instant Tan Mousse

Rimmel Sunshimmer

69

79

60

676684

83

51

Branding

is strong

I would stop and look


page

Surprising and gets


about the brand



the brand

Gives me a reason to go



Gives me enough






and relevant



Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Banana Boat 108)

)

Women’s Cosmetics and Toiletries – Banana Boat Dry Oil Ultramist

Banana Boat Dry Oil Ultramist

Distinctive

Interesting

Soothing

Pleasant

Gentle

Weak

Dull

Boring

Irritating

Unpleasant

Disturbing

Involving

56

51

26

32

3011

149752

57

+12

-11

-11

-11

+17 +11

%

+/-Difference vs average

Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Banana Boat 108)

)


Women’s Cosmetics and Toiletries – Banana Boat Dry Oil Ultramist

Banana Boat Dry Oil Ultramist

Celebrities strengthen branding, standout and TV link

73

70

53

60

5871

63

70

Branding

is strong I would stop and

look rather than

turning the page

Surprising and

gets me to think

differently about

the brand


identify more strongly

with the brandGives me a reason to

go out and buy this

brand

Average response – 21 product ads





this type of article

makes it seem more

interesting and

relevant

It reminds me of TV

ads for this

manufacturer

Source: BMRB/Cosmetics & Toiletries Sep08 (75 ad average 1378)

)

6 Branding & Response MetricsOverall Average: 61

Product only ads: 60 Ads featuring model: 61 Ads featuring celebrity: 64

Average response – 39 model ads

Average response – 15 celebrity ads

Distinctive

Interesting

Soothing

Pleasant

Gentle

Weak

Dull

Boring

Irritating

Unpleasant

Disturbing

Involving

45

39

30

40

4118

2216

432

39

%

Source: BMRB/Cosmetics & Toiletries Sep08 (75 ad average 1378)

)

Product-only ads can feel more dull

Average response – 21 product ads


Average response – 39 model ads

Average response – 15 celebrity ads

But there’s no hard & fast rule…..

88

74

56

64

6982

63

84

Branding

is strong



page

Surprising and gets


about the brand





Gives me enough






and relevant



Source: BMRB/Cosmetics & Toiletries Sep08 (Total 1378, L’Oréal Elnett 104, Casting Crème 108)

)

L’Oréal Elnett Satin Hairspray

Creative impact and product type affect celebrity ad responses

L’Oréal Casting Crème Gloss ½ p

83

81

56

69

6975

60

65

Branding

is strong



page

Surprising and gets


about the brand






Gives me enough






and relevant



Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Clarins 104, 105)

)

Clarins Instant Smooth Perfecting Touch product only

Product only ads can stimulate highly positive reactions

Clarins Super Restorative Tinted Cream SPF20

Distinctive

Interesting

Soothing

Pleasant

Gentle

Weak

Dull

Boring

Irritating

Unpleasant

Disturbing

Involving

60

54

24

34

3712

141032 0

52

%

Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Clarins 104, 105)

)

Through feeling highly distinctive and interesting


Clarins Instant Smooth Perfecting Touch product only

Clarins Super Restorative Tinted Cream SPF20

73

62

54

64

6879

83

54

Branding

is strong



page

Surprising and gets


about the brand






Gives me enough






and relevant



Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Colgate 107, 108, 106)

)

But human interest can bring a benefit to life

Colgate product only ½ page

Colgate model full page

Colgate model 25x4

Distinctive

Interesting

Soothing

Pleasant

Gentle

Weak

Dull

Boring

Irritating

Unpleasant

Disturbing

Involving

3543

24

26

36

31

36

24

75 0

34

%

Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Colgate 107, 108, 106)

)

And improve active engagement


Colgate product only ½ page

Colgate model full page

Colgate model 25x4

Dove go fresh Range campaign response

Multiple executions build brand responses more effectively

Source: BMRB/Cosmetics & Toiletries Sep08 (Dove campaign 108, Dove cucumber deo 107)

)

Dove go fresh cucumber Deodorant single ad response

Branding

is strong

Surprising and gets


about the brand



the brand



Gives me enough





Distinctive

Interesting

Soothing

Pleasant

Gentle

Weak

Dull

Boring

Irritating

Unpleasant

Disturbing

Involving

3528

39

44

41222124

462

35

-31

+18

+16

+16

-23 -31

%

+/-Difference single ad vs campaign

Campaign engagement – Dove go fresh Range

Dove go fresh Range campaign response

Dove go fresh cucumber Deodorant single ad response

Source: BMRB/Cosmetics & Toiletries Sep08 (Dove campaign 108, Dove cucumber deo 107)

)

54

44

48

44

56

55

Nivea campaign

Source: BMRB/Cosmetics & Toiletries Sep08 (Nivea campaign 107, single ads 108, 108)

)

Campaign effect versus single ad response – Nivea

Nivea Visage DNAge single ad response

Branding

is strong

Surprising and gets


about the brand



the brand



Gives me enough


whether brand is for

me

It reminds me of TV

ads for this

manufacturer

Nivea Visage DNAge ½ page single ad response

Distinctive

Interesting

Soothing

Pleasant

Gentle

Weak

Dull

Boring

Irritating

Unpleasant

Disturbing

Involving

3032

31

31

35

3134

33

363

31

%

Multiple executions build brand engagement more effectively

Nivea campaign

Source: BMRB/Cosmetics & Toiletries Sep08 (Nivea campaign 107, single ads 108, 108)

)

Nivea Visage DNAge single ad response

Nivea Visage DNAge ½ page single ad response

-28

+28

+25

+25

-23 -18

+/- Difference Nivea Visage DNAge ½ page single ad vs campaign

Boots brands outperform competitionTop women’s ad

Top men’s ad

All ads above average

Consistency, celebrity, clarity

Science and beauty, persuasion and engagement


Series1

7974

6761

Boots Soltan Once

Average single ads (75)

Boots No7 Protect & Perfect

Women’s Cosmetics and Toiletries – Boots

Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots 108, 106, 107)

)

Boots No7 Instant Radiance Brush Foundation

Men’s Toiletries and Cosmetics – Boots No7 For Men Protect & Perfect

82

73

73

73

65

70

70

58

Branding

is strong



page

Surprising and gets


about the brand





Boots No7*


Gives me enough






and relevant



Source: BMRB/Cosmetics & Toiletries Sep08 (Average 320, Boots 113))


Women’s Cosmetics and Toiletries – Boots No7 Protect & Perfect and Instant Radiance Brush Foundation

Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots individual ads 106 – 108 each)

)

74

6267

61

53

6460

5357

Full page 25 x 4½ page

Average per ad size: 50 full page ads, 14 ½ page ads, 11 25x4 ads

82

76

68

7169

75

77

80

Branding

is strong



page

Surprising and gets


about the brand











and relevant



Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots No7 Protect & Perfect 108, 106,107 )

)

Women’s Cosmetics and Toiletries – Boots No7 Protect & Perfect Range

Full page

½ page with Keeley Hawes

½ page product only

L’Oréal UK Brands Charts

• Garnier• Garnier Ambre Solaire• Lancôme• L’Oréal• Maybelline

Summary & Conclusions

• Newspapers are a perfect fit for women’s cosmetics and toiletries• Large, younger, more upmarket readership reachable daily• Compensate for weaknesses in commercial TV• Emotionally engaging and information-rich context that confers credibility

and status on advertised brands• Attention-grabbing ads stand out from competition

• Newspapers deliver the ‘wow factor • Topicality and newsworthiness boost responses• Emotional engagement is key• Strong brand identity is vital • Celebrities can strengthen branding, standout and TV link • Multiple executions build brand responses

• An NMA Effectiveness Test will help hone and measure national newspapers’ contribution to your brand:

– Qual and quant pre-testing– Tracking– Web traffic measurement– Sales analysis

• We work with Millward Brown – well known for their rigour and expertise in communications development

• Brands participating in a test also benefit from matched investment from our newspaper stakeholders:

– Across both print and online

Don’t just take our word for it... put newspapers to the test for your brand

Appendix

Post shave mois-turisers

Self tan

Sun care

Foundation

Mouthwash

Hair styling

Mascara

Face cream

Fragrance/Af-tershave

Bath/shower gel

Deo/antiperspirant

Shampoo/condi-tioner

Toothpaste

34

18

46

12

77

55

11

34

87

96

98

94

95

54

44

74

75

85

85

87

89

93

97

99

100

Cosmetics and Toiletries: Category Usage among newspaper readers

Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378, men 320)

84

7572

66

51

13 15

76

68

5962

56

26 24

42

49

23

66

54

44

62

4146

38

58

44

37

50

Women

Men

Newspapers provide information and inspiration

Provides information that

is current and up to date

Reading is a ritual that keeps

me in touch

It is more informative than

other media

It gives me ideas and things to

talk about

When I read I feel totally

absorbed in what I’m doing

Quite often clothes & beauty

products featured are not available in the

shops

There’s too much

advertising

Women

Men

Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378, Men 320)

Newspapers Magazines

Documents

Cosmetics & Toiletries & National Newspapers Latest intelligence from Newsworks March 2009