Competitive Creative Overview Master Final Copy.Key

Competitive Overview

L’Oreal Natural Match
Garnier Nutrisse

Sunday, March 22, 2009

L’Oreal Natural Match


L’Oreal Natural Match - Key Facts

L’Oreal Natural Match Campaign was launched in the US and UK in 2006.
•
Current Ingredients - Ammonia-free permanent color cream, uses Color-Calibrated
•
technology to deliver dimensional, glossy and reﬂective tones.
– Nutri-Gloss Infuser™ made with 100% natural pomegranate, apricot and jojoba oils
(rich, glossy shine)
– Hydra-Gloss Conditioner enriched with aloe, and green tea (to deeply condition
hair)


L’Oreal Natural Match - Creative Overview
Overall Equity: Natural Color
•

Brand character: Natural, warm, friendly, approachable
•

• Penelope Cruz is brand’s spokeswoman in NA & Global since launch.

• In NA, Current Messaging:
– High gloss color
– Natural
– No ammonia

• In NA, high-gloss color is main beneﬁt:
– 2008 Creative had some overlap with P10: “hair that changes everything”; liquid hair
look; high gloss color
– Slight messaging shift from 2007, which was more about natural color

• In 2009 in NA, no advertising seen so far for Print & last run of the “Its What I’ve Been
Waiting for” :15 spot (2008 execution) was monitored on February 28th.


L’Oreal Natural Match - Creative Overview
• In the UK & global regions look tone and feel advertising remains consistent (spots are mainly
adaptations)
– AAI & South Africa run pick-ups of UK spots and vice versa.

• Current messaging remains similar to that of NA
– High gloss color
– Natural
– No ammonia

• Globally the brand introduced new shade collection tags.
– “Glossy Chocolates” in 2007
– “Glossy Blacks” in 2008

• Refreshed TV of NA execution was launched globally in 2008 with a new shade collection “Glossy
Blacks” (“Glossy Chocolates” in 2007).

5


L’Oreal Natural Match TV (2006)

Messaging strategy:
“Natural Look” :30
•
Beneﬁt: Gentle & natural color
First Run: January 16th
–
RTB: no ammonia
Other support: Shade selector service helps
“Guessing Game Over” :15 select shade that looks naturally best on you and
•
tones that looks best on your skin
First Run: March 20th
–

Messaging strategy:
“Let Your Color Shine” :30
• Beneﬁt: Gentle, glossy & polished color
First Run: August 14th
–
RTB: no ammonia
Other support: Permanent


L’Oreal Natural Match TV (2006) - Insights

2006 launch advertising features Penelope in the same setting and
environment.
Initial TV executions call out the shade selector service, while TV executions
in the latter half of 2006 discontinue the mentioning of this service.
RTB remains consistent through out the 2006 executions.
Slight messaging shift in “Let Your Color Shine” :30 spot to incorporate
additional benefits of “Glossy, polished” color that looks natural.



Messaging strategy:
“Look Natural” :30
•
Beneﬁt: Natural color that compliments your skin
First Run: January 19
–
tone
RTB: no ammonia, aloe and green tea
“Look Natural” :15
• Play corresponding TV
and then talk to the
First Run: January 19
–
obeser vation slide.



In 2007 TV executions, we find major shift in messaging; brand introduces an
ingredient story by adding new RTBs “aloe and green tea”
Overall advertising continues to support the overarching idea that “natural
color compliments you skin tone”.
2007 executions do not talk to the shade selector service.



Messaging strategy:
“Hair Color that Changes
•
Beneﬁt: Helps block damage, glossy, shiny color
Everything” :30
RTB: Natural Aloe & Natural Pomegranate
First Run: January 11th
–

Play corresponding TV??
“What I’ve Been Waiting For” :15* talk to this
• and then
First Run: March 3rd
–
slide...

* Last run of this spot was February 28, 2009.



Much more so than previous spots, 2008 executions emphasizes the benefit of “high gloss color”
while continuing to speak to traditional “natural” benefits like “no ammonia” and “helps block
damage”, both of which are supered in the spots.

The spots calls out “100% Natural Aloe” and “100% Natural Pomegranate” as RTBs. The addition of
pomegranate is new news as they were most recently communicating aloe and green tea as
ingredients. They are also calling out that the pomegranate ingredient is “anti-oxidant” rich.

Insights / Implications
The first :30 execution went directly against one of the key benefits of Madonna – high gloss color.
In an attempt to cause even further consumer confusion, they have also usurped Madonna
language by directly lifting the “haircolor that changes everything” copy. Additionally, the “anti-
oxidant” message follows the lead of Natural Instincts, which is also calling it out as a RTB the “less
damaging” benefit.


L’Oreal Natural Match Print (February 2006) - US
Weekly


L’Oreal Natural Match Print (May 2006) - Glamour
(1 of 3)

Text


L’Oreal Natural Match Print (2006) - Glamour
(2 of 3)


L’Oreal Natural Match Print (May 2006) - Glamour
(3 of 3)


L’Oreal Natural Match Print (July 2006) - Vogue
(1 of 2)


L’Oreal Natural Match Print (July 2006) - Vogue
(2 of 2)


L’Oreal Natural Match Print (August 2006) - Self

Text


L’Oreal Natural Match Print (March 2007) - Cosmopolitan


L’Oreal Natural Match Print (May 2007) - Vanity Fair


L’Oreal Natural Match FSI (September 2007)
(1 of 2)


L’Oreal Natural Match FSI (September 2007)
(2 of 2)


L’Oreal Natural Match FSI (2008)


Garnier Nutrisse


Garnier Nutrisse - Key Facts

The Garnier Nutrisse campaign launched in NA featuring Sarah Jessica Parker in 2000.
•
– In the UK, featuring Davina McCall in 2004
– In CA,

Current Ingredients - Permanent haircolor creme that nourishes with grapeseed and
•
avocado oil
– Avocado enriched conditioner

In NA, Nutrisse Color Creme oers 38 shades (3 brunette shades fall under Nutrisse’s
•
Nutri-Brown Collection).
In UK, Nutrisse Color Creme oers 26 shades
–


Garnier Nutrisse - Creative Overview
• Target: Casual style seeking women, 25-54 who want to color their hair but are afraid
of damage, striving to balance a busy live without compromising great looking hair.

• Overall Equity: Nourishing Color -that cares as it colors

• Brand Character: Natural, modern, active, upbeat

• Nutrisse is our biggest threat; the brand is growing all over the world and infringes on
the territory of both NNE (character, tone) and NI (health benefit, natural ingredients)

• Current messaging is consistent in NA and globally:
– Nourished hair for better color
– 2x Avocado Oil
– 100% Grey coverage

• Nutrisse is a model of consistency; the look/tone/feel of advertising is templated
globally.
– Growing in most global markets while touting the same benefits and RTBs
across the board
- Globally the brand continues to stay true to the brand’s core benefit message of
“Nourished hair, better color”
- Benefit from the halo of other categories (using same local celebrities)

–


Garnier Nutrisse - Creative Overview

• Garnier is using a local celebrity strategy; executions dier in market
– Relatable women in everyday settings; local celebrities not A-listers.
– Brand spokesperson in US, AAI SA: Sarah Jessica Parker
– Brand spokesperson in Canada: Chantal Kreviazuk
– Brand spokesperson in UK: Davina McCall

• Advertising sometimes features :05 tags from skin care Shade Collections
– Shade collections continue to be a key driver of the business and are
consistently supported around the world
– Eective use of shade promotions to bring “new news” and maintain shelf
space


Garnier Nutrisse TV (2005 - 2006)

Messaging strategy:
“Better Color” :30
• Beneﬁt: Nourished hair, better color; rich-
luscious nourishing color
First Run: March 7th, 2005
–
RTB: Grapeseed and avocado oil
Other support: Nourished hair takes color better
“Better Color” :15
• and holds it longer root to tip, 100% grey
First Run: April 25th, 2005 coverage.
–

Messaging strategy:
“Something Fabulous” :30
•
Beneﬁt: Nourished hair, better color; rich, radiant
First Run: March 21st, 2006
–
color
RTB: Grapeseed and double the avocado oil
Other support: Nourished hair takes color better
“Something Fabulous” :15
•
and holds it longer root to tip, 100% grey
–
coverage.

28


Garnier Nutrisse TV (2007 - 2008)

“Something Fabulous w/ Nutritioniste Messaging strategy:
•
Beneﬁt: Nourished hair, better color; rich,
Tag” :30
radiant color
–
RTB: Grapeseed and double the avocado oil
Other support: Nourished hair takes color
better and holds it longer root to tip, 100%
grey coverage.

Messaging strategy:
“The Secret to Better Hair” :30*
•
Beneﬁt: Nourished hair, better color; rich,
–
radiant color
RTB: Grapeseed oil concentrate and avocado
“The Secret to Better Hair” :15*
• oil.
First Run: April 28th, 2008 Other support: 100% grey coverage.
–

*Last run of these spots were monitored the w/o 3/16, 2009
29


Garnier Nutrisse TV (2005 - 2008) Insights

The look, tone and feel of advertising remains consistent.

In all TV executions, Nutrisse continues to link nourishment to a color benefit and
stays true to the brand’s core benefit message of “nourished hair, better color.

Besides the traditional message of “nourished hair means better color”, executions
from 2006 - 2008 also tout “rich, more radiant color root-to-tip” and 100% gray
coverage as additional benefits.

RTBs remains the same for all executions from 2005 - present.

In 2008, both TV and Print prominently highlight the grape seed component
(ampoule) to further drive the nourishing benefit.

In 2009, we see only FSI drops for Print and a continuation of 2008 “The Secret to
Better Hair Color” :30/:15 TV executions.


Garnier Nutrisse Print (April 2005) - Martha Stewart
Living


Garnier Nutrisse Print (May 2007) - Glamour


Garnier Nutrisse Print (May 2008) - More


Garnier Nutrisse Print (May 2008) - People

34


Garnier Nutrisse FSI (January 9th) - New York Post


Garnier Nutrisse FSI (December 2005) - Burlington
County Times


Garnier Nutrisse FSI (April 2006) - Newark Star Ledger

37


Garnier Nutrisse FSI (October 2008) - New York Daily News
(This FSI creative was tracked this month, March 2009)

38


Garnier Nutrisse FSI (February 2008) - New York Daily News

39


Competitive Creative Overview Master Final Copy.Key

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