1. ADVERTISING

3. CHANGE 4 LIFE CAMPAIGN

5. http://www.vccp.com/work/comparethemarketcom/comparethemarketcom

6. Change4Life is a public health programme in the United Kingdom which began in
January 2009 , organised by the Department of Health. The campaign aims to
encourage people in Britain to lead healthier lives, using the slogan "eat well, move
more, live longer". The campaign is backed by major food and beverage companies
such as Tesco and Unilever[2], as well as sports and health groups such as
the Ramblers Association and the British Heart Foundation[3].
Change4Life is arranged into a number of sub-brands that promote a single issue with
either a food or an activity focus (e.g. cooking is promoted via cook4life; swimming is
promoted via swim4life). Change4Life has seven sub-brands (Bike, Breakfast, Cook,
Dance, Play, Swim and Walk).
Government unveils details of £275m anti-obesity push

7. SOCIAL ENGINEERING IS AN ATTEMPT TO CHANGE PEOPLE’S ATTITUDES AND
BEHAVIOUR. IT IS CARRIED OUT BY GOVERNMENTS AND BY ORGANISATIONS.

8. The media play a huge part in social engineering.

9. Carrots and sticks...
EDUCATION
PROPAGANDA – see knock off “Nigel” advert
TAX INCENTIVES
SUBSIDIES
FINES
IMPRISONMENT

11. L’Oreal
Cosmetics is an emotive area
1. Might be argued the cosmetics industry works on women’s and
men’s insecurities.
2. Feminists might argue that cosmetics are for the benefit of men –
women pressured to “look good” in order to gain male attention and
to compete with other women. Many feminists refuse to wear
make-up.
3. What is wrong with “ageing gracefully”?
4. Animal testing – is it right to test “frivolous” products on animals?
5. Traditionally aimed at females? Why is this?
6. Do the products actually work?
7. Do they serve any use – don’t they provide products that are neither
vital or useful?
8. However, the 3 in 4 women who are “insecure about the way they
look” (You Gov survey 2006) might disagree about this as it is a way
of feeling more confident about themselves.

12. NESTLE OWN OTHER PRODUCTS – MANY FAMOUS “HOUSEHOLD NAMES”

13. A VERY RICH ORGANISATION…

15. Rivals
L’Oreal is a global brand. Its brand name has no meaning
in French but sounds good – French words connote class
and sophistication - they have status attached to them.
Its rivals in the anti-aging market include cosmetic giants:
Olay
Avon
Estee Lauder
Clarin
Neutragena.

16. Compare’
In contrast to cosmetics, insurance is not a
“sexy” subject. Difficult to establish brand
awareness or loyalty.
Compare is a price comparison site – used to
find the best prices for insurance policies.

19. Marketing
• L’Oreal: Immense advertising budget.
• Compare’: modest budget.
• Change for Life: very large budget because of
Government backing – tax moneys. budget.

20. So what is Revitalift?
Revitalift is an anti-aging serum. Its name
suggests it is a vital part of a woman’s skin-care
routine; it energises and provides an inexpensive
“face-lift”.
Traditional target audience - women who are
relatively well-off ABC1 and aged 35-50 years old.
However this has recently changed…see later
slides.

22. An on-going campaign.
Revitalift is advertised all around the world.
It is a global product.
The campaign is on-going.
In fact the campaigns for L’Oreal, Compare’ and
CFL are all on-going.

23. Emphasis on science and technology but no need to
prove that the science actually works!

24. Science not nature
Unlike many rivals who use natural products as a
selling point, L’Oreal uses science and
technology as its USP:
Revitalift is based on nanotechnology…

26. How scientific is research?
http://www.cosmosmagazine.com/features/print/1893/the-science-cosmetics
A science blog asks: “is it really science or just pseudo-scientific snake oil?”

27. Only have to prove the ingredients are not
harmful to people using the product
No strict tests unlike drug companies who must
undergo many tests before they can release their
products
They cannot reverse ageing only the look of aging

28. So why buy the product?
L’Oreal
Would you buy a car that didn’t work or a faulty
mobile?
So why buy a cosmetic product?
Compare’
Why use an insurance aggregator? Why buy
insurance?
CFL
Why “buy into” the CFL message or lifestyle?

29. Marketing Revitalift
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30. An esteem need?
• Revitalift can be seen as meeting a female
need for women to help their self-esteem.
• Is this noticeable in their marketing of
Revitalift?

31. Compare’
Plays on people’s need for security.
To insure against accidents and loss in life.
By law it is compulsory to insurance certain
items.

32. CFL
Plays on people’s fear of falling ill or their fear of
death.
The Government need to sell the message in
order to save billions of pounds a year!

33. Marketing
Heavy use of viral marketing to create WOMM
- The term 'viral marketing' was coined by Tim
Draper, a Harvard Business School graduate.
Relying on SNPs.
Not focussing on the brand!

34. Maslow’s 4 Ps of marketing.
Helps us understand consumer buyer behaviour.
Product – is it a necessity e.g. a staple food like rice, food or
water, or something useful e.g. a light-bulb or a luxury item
e.g. cosmetic (or on a psychological level are cosmetics viewed
a necessity to many women?)
Price – what are consumers prepared to pay for the product?
What do rivals charge for similar anti-wrinkle cream? Is anti-
wrinkle cream a necessity in terms of meeting Maslow’s needs
hierarchy?
Positioning/promotion – how the product is viewed by
consumers in relation to its rivals. How is the product
represented?
Place (distribution) – how will the product reach its customers
e.g. transport, storage, etc.?

35. Don’t forget Young and Rubicam…
• Y&R a global advertising agency.
• Developed Maslow’s hierarchy of needs for
marketing.
• Developed 4 Cs - Cross Cultural Consumer
Categories.
• The 4 Cs aims to target audiences by their
motivations rather than age, class, lifestyles
etc. - therefore allowing targeting across
society.

36. Lifestyle still relevant way of breaking down consumers.

38. Aims and challenges facing Compare’
Unlike L’Oreal, relatively new company
needed to promote brand awareness and
identity.
1. Many competing firms that sound
similar.
2. No USP.
3. Infrequent service
4. No one Google searching their name –
very expensive £5.00/5p difference.
4. Limited advertising budget.

40. Raising awareness by developing a
“face” for the company is common
practice.
See video

41. SUCCESSFUL MARKETING CAMPAIGN

42. http://www.mirror.co.uk/news/uk-news/meerkats-made-220million-compare-
market-1429547

46. Marketing
VIRAL MARKETING PROS AND CONS FOR
BUSINESSES
Pros...
Cheap.
Global.
Saves on search-engine fees.
Great for service and non-physical products.
Raises product profile extremely quickly.
Reaches elusive audiences/customers.
Capable of achieving WOMM – best advertising with ripple effect.
Cons...
Competitors can view offers and pricing.
Subject to SPAM and viral attacks.
Hard sell – e.g. Lots of emails can turn people off product.
Open to abuse by producers (astro-turfing) and if discovered can create
negative WOMM.

50. Alexander and Sergei
1. Fact that two main characters are male seems to make no difference in terms of dom. Id –
as they are supposed to be animals!
2. Anthropomorphic – tradition of Top Cat, Scooby Doo, Churchill – audience expectations
are met.
3. Tetchy and snobbish , headstrong entrepreneur – bossy towards Sergei - not endearing like
monkey or Mickey Mouse but audience like this.
4. Furry – merchandising potential
4. Humour to attract audience. Use of a catchphrase “simples” - creates brand identity.
5. Russian – connotations of business acumen and wealth e.g. Roman Abramovitch.
6. Well-dressed –cravat and smoking jacket – chap or toff.
7. Fantasy potential – away from the usual business pitch and hard-sell. U&G potential.
8. Narrative - backstory
Watch videos

52. Now sponsoring a national
institution. A measure of success.

53. Keeping it fresh…

55. Replaced with comedian Robert Webb

57. CFL
In contrast CFL had a substantial budget
because it has the Government’s backing.
Can call on the power of the BBC for
promotion.
It also has the support of large companies
such as Tesco.

58. SO WHAT’S IN IT FOR TESCO AND OTHER BUSINESSES?

59. WHO PAYS FOR THE CAMPAIGN?
The government use M&C Saatchi as their advertising
agency. A highly experienced company run by two
brothers.
M&C Saatchi is an international advertising agency network formed in January 1995
by the brothers Maurice Saatchi and Charles Saatchi after they were ousted from
the advertising agency group Saatchi & Saatchi which they had founded in 1970.
CLICK LINK BELOW TO VISIT THE M&C SAATCHI WEBSITE – examine their
impressive portfolio of clients and write down 6 of these clients they promote.
http://www.mcsaatchi.com/#/global/approach/brutalsimplicity/coreprinciple.aspx
THE GOVERNMENT – WE THE TAXPAYER.

60. Selling the message
• IMPLEMENTED AT LOCAL LEVEL E.G. Calderdale NHS , Yorkshire
• http://www.thedrum.co.uk/news/2011/02/17/18781-change4life-campaign-to-target-
calderdale-residents/
• UNLIKE COMPARE’ IT USES A MIXTURE OF TRADITIONAL AND MODERN ADVERTISING.
• Uses a “cross-platform strategy”.
• Adverts
• Leaflets
• Radio spots
• Sponsors the Simpsons - deal with Channel 4
• Questionnaires

61. The campaign begins in 2009 and targets obesity in children.
£75 million spent on this aspect of the campaign alone.
April 2009 – Government switches emphasis from children and
families to adults.
Government figures reveal over 60% of adults are
overweight.
Tellingly - Of the 1.2 million people working for the NHS, around
300,000 are obese, and a further 400,000 overweight.
Particular audiences targeted - those groups most "at risk",
such as ethnic minority communities, and men over the age of
40.
http://www.campaignlive.co.uk/news/896775/Government-switches-focus-
Change4Life-campaign/
CLICK LINK BELOW TO READ CAMPAIGN LIVE ARTICLE

62. DEBATES – CRITICISM S OF CAMPAIGNS LIKE CHANGE4LIFE
The term nanny state was probably coined by
the Conservative British MP Iain Macleod who referred to "what I like
to call the nanny state" in the December 3, 1965, edition of The
Spectator.
Usage of the term varies by political context, but in general nanny state
is used in reference to policies where the state is perceived as being
excessive in its desire to protect (as a nanny would protect a
child), govern or control particular aspects of society.
Which particular aspects are considered to be excessively protected
depends on usage. An example would be public health interventions
such as disease surveillance, quarantines, mandatory or government-
subsidized vaccination, food labelling regulations, school lunch
programs, the prohibition of substances-natural or otherwise.
THE “NANNY STATE”

63. SONY CRITICAL OF THE REPRESENTATION OF GAMING - IT
ACCUSED THE CAMPAIGN OF LINKING GAME PLAYING WITH
HEALTH RISKS AND PREMATURE DEATH.
http://www.math.psu.com/Sony-contemplating-lawsuit-over-Change4Life-ad--a006637-p0.php
CLICK LINK BELOW TO READ THE ARTICLE

64. PRESSURE GROUPS WHO ARGUE SOCIAL ENGINEERING ON THE GROUNDS OF LIBERTY
1. FOREST (FREEDOM ORGANISATION FOR THE RIGHT TO ENJOY SMOKING
TOBACCO) – FOUNDED 1979 – PRO-SMOKING – AGAINST THE BAN ON SMOKING
IN PUBLIC PLACES
http://www.forestonline.org/
CLICK LINK BELOW TO VISIT FOREST’S WEBSITE
http://www.supportfoxhunting.co.uk/
http://www.supportfoxhunting.co.uk/
2. SUPPORT FOX HUNTING - no need to guess what they are about... Also
incorporates SUPPORT GAME SHOOTING
CLICK LINK BELOW TO VISIT THEIR WEBSITE

65. THE CAMPAIGN RECEIVED LARGE MEDIA ATTENTION INCLUDING THE
BBC NEWS. AGAIN, AN EXAMPLE OF THE BBC AND GOVERNMENT BEING
UNCOMFORTABLY CLOSE AT TIMES – REMEMBER WHO IS IN CONTROL
OF FUNDING THE BBC...
http://news.bbc.co.uk/1/hi/health/8518251.stm
CLICK LINK BELOW TO READ BBC NEWS ARTICLE

66. Different forms of advertising
Facebook:
This would be
a good place to
have an
advert,
especially as
10% of the
world are on
facebook and
our target
market would
be within this
percentage.
This could
also be used
to have a
static photo
advertising
our
campaign
or our
advert.

67. Youtube:
Youtube also used
for promoting the
campaign. With a
video of the advert.
On average, 2
billion people use
youtube each day.

68. The Change4Life advertising campaign began in January 2009 and in the initial stage
targeted young families with children aged 5-11 years. Since its launch the movement
has grown to targeting parents of 1-4 years olds (Early Years) and new parents with
babies (Start4Life).
Change4Life Adult Campaign – ‘Swap It, Don’t Stop It’
The Change4Life adults advertising campaign is in full swing on TV, online, on posters
and bus rears. The campaign is aimed at 45-65 year old men and women, as we know
that the majority of them (about 71%) can be classed as either overweight or obese.
Six behaviours have been developed that all sit under the banner of 'swaps' and house
different exercise and nutritional goals. We are creating a range of resources to
support the campaign including a leaflet called ‘Stop It, Don’t Stop It’ (available now
to download or order) an FAQ sheet, language and brand guidelines and an
employer’s toolkit.
If your work involves helping adults to lead a healthy lifestyle you may find this
campaign and its resources very helpful. It is worth noting that although the
campaign and resources are actively targeted at 45-65 year old adults, the six
behaviours can be adopted by all adults over 18 years.

69. How can we measure success?
•It is difficult to measure success. The campaigns aim is to alter lifestyles –
this may take years, even generations to achieve.
•It may be successful in some areas but not others i.e. successful with
children but not as successful with adults.
•It is not like selling a product or service where profits and unit sales indicate
success or failure – difficult to quantify.
•Raising awareness is an indicator – questionnaires, polls etc can give a clue
as to a rise in the public’s awareness of how they can improve their health.
•Knowing how to improve health is not he same as doing something about it
– being pro-active.
•It has been successful in gaining support from many organisations and
businesses – “joined up thinking” – a HOLISTIC APPROACH” to improving the
nation’s health.

70. CLICK LINK BELOW TO VISIT THE CHANGE4LIFE WEBSITE
http://www.nhs.uk/change4life/Pages/change-for-life.aspx

71. Slogans and Catch-phrases
CFL – memorable
Compare’ catchphrase
L’Oreal – is iconic but has changed
The change in its slogan reveals a change in attitudes.
Original slogan – connotation of selfish/vain woman
2000 – patronising – someone telling a woman that they are worth it
2009 – inclusive – idea of being part of one large community of L’Oreal
users

74. Why do large companies like L’Oreal support
community projects and charities?

75. L’Oreal and ethnicity
1. Controversial examples
2. Targeting customers world-wide

76. Beyonce and accusations of
skin “whitening”.

78. http://multicultclassics.blogspot.com/2008/08/5792-loral-beyonc-and-cultural.html

79. Regulation
In the UK, L’Oreal is regulated by the Advertising
Standards Authority (ASA).

80. So immersed in scientific jargon, buzz-words and our
sometimes lofty expectations, it often feels like cosmetics
give with one hand (many of us enjoy making a new
purchase that might, just might, make that crucial
difference) and take with the other (er, it didn’t really do
what it said it would). We seem to be engaged in what
amounts to a game of cat and mouse with the brands whose
coffers we fill. And we’re the ones feeling like the mice, by
the way.
We’re increasingly annoyed about the claims brands make
for their products. In the past couple of years, there have
been high-profile cases taken by the British Advertising
Standards Authority (ASA) on behalf of consumers against
beauty behemoths like Proctor and Gamble and Estee
Lauder. Both companies were ordered by the body to
remove misleading advertising. Acting on consumer
complaints, a TV spot for Olay Regenerist was banned
because the ASA upheld complaints that Olay claimed the
cream could deliver the same benefits as anti-wrinkle
injections. Estee Lauder received a similar ad ban for claims
they made about Tri-Aktiline Instant Deep Wrinkle Filler.

83. SO WHAT DOES THE NAME
“REVITALIFT” SUGGEST?

86. http://vimeo.com/13415534
Sinjai Plengpanich a Thai actress was the face of Revitalift 2009-2010.
Targeting the emerging Asian markets.

87. Julianna Margulies, Hollywood TV and film-star, ( 44 at the time)face of Revitalift
2011 – targeting an Hispanic audience.

88. Hebe Tien born 1983
From Taiwan – an island off the coat of China
And member of pop-group SHE is the
spokesperson for L’Oreal and will
Appeal to Chinese and other Asian markets.
She promotes Rivatalift Whitening.
Shows that Revitalift is targetting a
younger audience.

89. Araya Hargett a Thai model, born 1981 – reflecting L’Oreal targeting a younger
audience. Hints at an Asian audience need to look “westernised”?
Another text to analyse in detail for the exam.

90. Rachel Weisz is the current face.

91. http://www.loreal-paris.co.uk/_en/_gb/home/index.aspx
Use this as one of your detailed texts to analyse for the
exam.

92. Westernised –looking Asian women again. Happy, confident , sexy but elegant, not
cheap.

93. Using social networking sites like Facebook

95. Marketing 2012 and 2013
A “Triple Power”” version
released in July. Having to
use three products to get a
result – audience have to
buy three products instead
of one to get the “full
result”.

96. Marketing
Beautystat.com
Describes it is a site “For the Beauty Obsessed who
Demand the Facts not Fiction”.
http://www.beautystat.com/site/skincare/preview-
photos-loreal-paris-revitalift-triple-power-collection-
serum-nightday-cream-and-eye-treatment/
Site creates a buzz – positive review that emphasises
the product’s green-credentials and mentions:
“Pro-Xylane that is a 100% naturally derived,
biodegradable molecule that is extracted from the
beech wood plant, a renewable resource.”

97. Marketing
Marketing also involves using:
market research
and
Focus groups

98. So what do women want?

99. REGULATION - ASA
The industry watchdog is the Advertising Standards Authority.

101. http://www.guardian.co.uk/media/2012/feb/01/loreal-
advert-rachel-weisz-banned
L'Oréal advert featuring Rachel Weisz banned for being 'misleading‘.
Watchdog says digitally enhanced image of actor on anti-wrinkle cream advert
exaggerated performance of product.
The industry watchdog, the Advertising Standards Authority, has ruled that the print
advert must not appear again in its current form.

102. Regulation
• European and UK legislation.
• European directive (the EU’s version of law) is
enacted as the Cosmetic Product (safety)
Regulations 2008
• Trading Standards
• Trade Descriptions Act 1968

103. Regulation
http://www.toxicbeauty.co.uk/comprehending-cosmetics/marketing-a-
myth?start=4

104. Regulation
• Interestingly, guidelines produced by Colipa
(The European Cosmetic, Toiletry and
Perfumery Association), state that in order for
cosmetic claims to meet the terms of the
Cosmetics Directive, without being
misleading, “statements of an abstract nature,
hyperbole or ‘puffery,’ will not usually require
substantiation.”

105. Regulation
• The Advertising Standards Agency (ASA) in the UK,
which polices the rules laid down in advertising codes,
explains that it does expect advertisers of beauty
products to be able to prove the claims made in
advertisements. Medical and scientific claims require
substantiation. Cases have been brought against
companies that have made misleading statements
about their products, such as implying that a cosmetic
product has physiological effect on the user by “rapidly
reducing wrinkles,” or “melting away the fatty look of
cellulite.” Olivia Campbell, Communications Assistant
of the ASA remarks, “Instead cosmetics should claim
only to reduce the appearance of wrinkles.”

106. Regulation
The ASA has the power to ban adverts.
It investigates complaints and issues a ruling.
ASA Covers TV and radio adverts , paid for Internet advertising like banners, pop-ups,
and print adverts but not:
o sponsorship at the start and end of TV programmes e.g. Coronation Street.
o In-store advertising e.g. posters
o Shop window displays
o Printed adverts for financial services such as credit cards, mortgages, loans etc.
o Online advertising where the company’s web space is not based in the UK
The Trade Descriptions Act can be used to take legal proceedings against offenders,
leading to prosecution (imprisonment) and fines. This is not carried out by ASA.
Companies like L’Oreal cleverly avoid making scientific claims in order to avoid this.

107. Regulation
If an advertiser will not comply with a ruling.
The ASA has to rely on other agencies to carry
out the fines and bans including OFCOM and the
Office of Fair Trading (OFT).
This can lead to delays in making companies
comply.

108. Audience responses:
Website “Femme Talks” – Sceptical of its effectiveness because it does
not contain proven anti-aging ingredients collagen and peptides.
“The two main ingredients in L’Oreal Revitalift are Pro Retinol A and
Pro-Lastyl that have now been proven to give very little results when it
comes to actually reducing the appearance of wrinkles.”
And
“Most anti-aging products promise results in just two
weeks. Due to lack of these vital anti-aging ingredients
Loreal Revitalift may not be the best anti-aging product .”
http://www.femmetalks.com/beauty-and-fashion/is-loreal-
revitalift-the-best-anti-aging-product_4809.html

109. Youtube posts.
http://www.youtube.com/watch?v=AnuqDHNurAk

110. Youtube posts and audience
responses.

111. Youtube posts and audience
responses.
Mizrandom07 might reveal another audience for
the product: “early-bird investors” – those who
use the product while young in the hope that it
will slow down the look of ageing.

112. How factual and unbiased the site is,
questionable
it does not seem to offer a balanced view of
the product
Seems to advertise predominantly L’Oreal
products.

117. Marketing Revitalift: various strategies
• Good choice of brand name
• L’Oreal website is impressive
• Cross-media strategy – traditional forms and new forms e.g. Internet, emails, social networks
• Allowing time to hit consumer consciousness
• Use of celebrities
• Using the superlative “The world’s No. 1 Anti-wrinkle cream”
• Stress on scientific research and artificiality rather than the natural unlike “Dove”
• On-going campaign to ensure it doesn’t fall behind rivals
• Free samples and vouchers
• Advertising in magazines and newspapers read by target audience e.g. Vogue, Cosmopolitan and The Daily Mail
• Advertising in the online editions of magazines and newspapers e.g. Daily Mail
• TV spots and short adverts on the internet
• Using an experienced advertising agency Zenith Optimedia,
• “Making of” trailers
• Allow “sneak-previews” of new Revitalift range to create a buzz
• opportunities for free consultations with L’Oreal’s skin experts
• Social network sites
• I-Phone app
• Blogs
• Database of customers - email shots
• Database of women who use skin products – samples and money-off vouchers
• Sample groups - It used sample groups of women with an average age of 43. Robust sample sizes were provided to 1,750
respondents and their feedback was positive.
• Using market research e.g.2007 campaign AND’s Ad Solutions Results were grouped into the following areas: instant brand
awareness – up 4%, increased sales – up 27% engagement with the brand and informing others of it – up 13%.
• Targeting a range of ethnicities