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keepin’ it real
I read with pleasure a recent article called “Blinded by Science” by Kristie McDermott, about the buying habits of wily British consumers (herald.ie.com). The article contained some choice examples of what annoys consumers to the point that they refuse to buy the product. For instance:
MAC, for being busted using a competitor’s products, a brand called Ben Nye, to illustrate effects promised by the launch of their own Colour Craft collection – naughty, naughty MAC!
L’Oreal’s mascara ads with the lovely Penelope Cruz, who was clearly and obviously wearing false lashes as well as the mascara being advertised. Quelle horreur – that’s just plain cheating, and not even clever.
Something else which brought frosty disapproval from shoppers in the UK and Ireland: celeb spokesmodels in ads. That’s why we don’t use them. Of course, we don’t buy ads in your favorite glam and beauty magazines, anyway—sorry! But we do take photographs of people to show how our products are used, and how they improve the health of skin.
But we use real people. Like these two. Stuart Leitch and Sona Tolani work in our marketing department in Los Angeles. They’re our kind of people—the kind of people we put into our posters and consumer information.
And about those moustaches. While you may think they’re undercover spies, lurking in the shadows to suss out skin care scandals, they actually are showing their support for MOVEMBER.
We hope that you’ve already gotten involved as a MOVEMBER partner with Dermalogica! This international movement creates awareness of men’s diseases such as prostate cancer. Men participate by growing a moustache during the month of November, sponsored by friends and family the way we support walkers and runners in marathons for other causes. And we’ve put together a fantastic incentive program centered around our Shave system.
In fact, some of the guys we work with—like our CEO Jerry Wenker—are growing a ‘stash to support the cause. Stubble and five-o’clock shadow aren’t quite as glamorous as long eyelashes—but we like the way it makes us feel.