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
11m women
70% of
read a newspaper
women readers
spend more than
every weekday
half an hour with
their papers
Source: NRS, NMA Women and Newspapers
Newspapers are
picked up and
read on three
separate
occasions during
the day
Papers have a vital role in women’s lives
Source: NMA Women and Newspapers research
Women value their newspaper as ‘Purposeful
Pleasure’
On average 11
million women read
a national
newspaper each day
The Purpose
The Pleasure
The Experience
 to get informed
 of feeling I am using
my brain
 mentally stimulating
 relaxing
 of a feeling of worthwhile
time for me
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 interested, passionate,
angry wanting to start a
conversation about it
A sense of
anticipation
Time for me, but
it’s useful as
well
Questioning
Luxury time
Source: NMA Emotional Connections research
Focused
Relaxed
Private, in my
own little world
Proud of myself, for making
time for me, and for getting
informed
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
It’s vital…
it restores me
Very
knowledgeable
Inspired
How readers feel reading a mid market/tabloid
newspaper
Relaxed and
unstressed
Shocked, surprised,
interested, Astounded
by what I read
Comfortable
Escape into your
paper for a little bit
Saddened,
sickened,
incensed
Amused
When you watch TV
you switch off, when
you read the paper
you switch on
Me time
I feel off
the leash
Happy
Source: NMA Emotional Connections research
Quiet time
Informed,
up to date
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)
Women’s perceptions of newspapers when
thinking about Cosmetics and Toiletries
89
Fashion and lifestyle pages are eye-catching
Seeing adverts next to related articles makes
them more memorable and relevant
85
Full page adverts in newspapers
really grab my attention
79
I often try the toiletries & cosmetics products
that have been reviewed
77
I use my newspaper as a source of information,
including new toiletries & cosmetics products
75
I see a product that interests me in a newspaper
I often rip it out & refer to it later when shopping
72
Companies that advertise in newspapers show
they are really confident in the product
I often look out for what papers say celebrities
are buying &think about trying same products
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)
68
46
Newspapers provide an ideal context for
science claims
96%
93%
like to have as much
information as
possible when
considering
scientifically
developed products
want evidence if a
product makes a bold
claim like ‘teeth
whitening’ or ‘antiageing’
81%
72%
agree newspapers
are an important
source of information
for new products with
scientific claims
agree I’m more open
to scientific
messages if I read
about them in
newspapers because
I expect newspapers
to check & verify
facts
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)
How confident are you of the terms being used %?
Collagen
26
45
22
Elastin
13
34
28
25
Retinol
13
35
29
23
Penta… 10
Ceramides
7
33
30
22
29
Beta-…6 15
Fibro Plastyl 5 12
27
27
24
42
I know exactly what
this means and
could confidently
explain it
I have a fair idea
what
this means
I have only a vague
idea what this
means
52
59
Nutrileum 5 11
21
63
Pro-Xylane 4 11
22
63
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)
7
I have heard term
but I have no idea
what it
means/never heard
the term
Newspapers the most prevalent information source for
Horizon programme featuring Boots No7 Protect & Perfect
15%
27%
39%
29%
Saw Horizon programme on TV
Read about Horizon programme in newspapers
Never heard/read/seen anything about it
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)
Was told about programme by
friend/relative/colleague
Newspaper coverage multiplies the audience
1.9 million viewers
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)
33.4 million readers
Seeing the newspaper articles…..
95%
85%
83%
41
43
44
41
45
50
… made me notice
advertising for the product
more
… made me more likely to … made me more inclined to
believe in the product's antibuy Protect & Perfect
ageing claims
Agree
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)
Agree strongly
Newspaper readers spend more than TV
viewers on many beauty products sectors
Average £ spend per household
All
Heaviest 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
TNS Category
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
Variety of newspaper types provides more
targeting opportunities
Average £ spend per household
All
Heavies
t 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/con
d
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
TNS
Category
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
Source: TNS Worldpanel – 52 weeks ending 28 Dec 2008
Variety of newspaper types provides more
targeting opportunities by brand
Average £ spend per household
All
Heaviest
third TV
viewers
Regular
readers of
qualities
Regular
readers of
mids
Regular
readers of
pops
3.14
3.48
2.67
3.28
3.72
1.09
1.05
1.31
1.29
1.24
Simple
1.61
1.34
1.78
1.54
1.40
Garnier Skin
Naturals
1.93
1.93
1.48
2.41
1.57
TNS
Category
Deodorant
Sure
Mouthwash
Dentyl pH
Skincare
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
Source: TNS Worldpanel – 52 weeks ending 28 Dec 2008
Variety of newspaper types provides more
targeting opportunities by brand
Average £ spend per household
All
Heaviest
third TV
viewers
Regular
readers of
qualities
Regular
readers of
mids
Regular
readers of
pops
Sensodyne
1.7
6
1.60
2.53
2.28
1.54
Aquafresh
1.6
9
1.66
1.43
1.52
1.83
Elnett
0.5
8
0.62
0.78
1.29
0.77
Silvikrin
0.7
1
0.79
0.64
1.00
1.21
TNS Category
Dentifrice
Hairsprays
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
Source: TNS Worldpanel – 52 weeks ending 28 Dec 2008
Variety of newspaper types provides more
targeting opportunities by brand
Average £ spend per household
All
Heaviest
third TV
viewers
Regular
readers of
qualities
Regular
readers of
mids
Regular
readers of
pops
Pantene
2.04
2.06
1.43
2.23
1.97
Charles
Worthington Results
0.39
0.30
0.41
0.32
0.29
0.58
0.60
0.39
0.67
0.73
0.87
1.11
0.30
1.58
1.43
TNS Category
Shampoo/Cond
Toilet soap
Dove
Suncare
Piz Buin
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
Source: TNS Worldpanel – 52 weeks ending 28 Dec 2008
2008 Cosmetics & Toiletries Ad Spend
% by medium
Newspapers
TV
11.2
5.8
Magazines
8.6
21.6
25.2
25.2
18.6
7.2
32.9
16.1
12.3
12.8
23.9
3.6
3.1
7.3
9.9
13.6
67.5
65.9
52.6
53.7
Bath Toiletries
Beauty Aids
Source: NMR
Others
56.5
44.9
Hair Products
Fragrances
Personal
Hygiene
Total
Newspapers’ audience profile complements TV
with a profile that is relatively young, ABC1 and
London
Newspaper audience delivery indexed against commercial TV
159
149
138
119
111
107
Commercial TV
indexed @ 100
Men
16-24
25-44
AB
C1
London
TV: Index v Popn
88
73
92
66
90
79
NPs: Index v
Popn
105
101
98
105
100
118
Source : BARB Jul – Dec 2008 / NRS Jul – Dec 2008
Newspapers offer high coverage of women
25.2m
17.8m
Women
Women who read
a newspaper in a week
11.4m
Source: NRS Apr 08 – Sep 08
Women who read
a magazine in a week
Newspapers deliver immediacy
Time taken to reach 96% of readers
Women’s monthlies
171 days
Women’s weeklies
88 days
National newspapers
Source: NRS - Accumulation Curves
1 day
Role of newspapers and magazines for women
Magazines
Newspapers
84
75
72
66 66
62
51
49
54
44
42
23
13
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
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)
It gives me
ideas and
things to talk
about
When I read I
feel totally
absorbed in
what I’m doing
There’s too
much
advertising
15
Quite often
clothes &
beauty
products
featured are not
available in the
shops
Women’s perceptions of newspapers vs magazines
Best buys and product reviews
are more credible in the newspaper
62
I prefer newspaper reviews to magazine reviews
because they give you more objective information
54
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
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)
47
42
Advertising in newspapers grabs attention more
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
% of women marking ad with Post-it note
page ad
66%
dps*
44%
* Ad for Estée Lauder Bold Volume lifting mascara
Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women 142)
Standout higher in newspapers than magazines
…You don't expect to see
cosmetic advertising in
newspapers
% of women marking ad with Post-it note
25x4 ad
61%
page ad
44%
Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women 142)
Standout in newspapers almost 3 times higher
The magazine is full of
fashion adverts but the
newspaper isn't. It's a full
page in the newspaper so it’s
bigger
% of women marking ad with Post-it note
page ad
39%
page ad
14%
Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women 142)
Newspapers generate higher unprompted recall
Evening Standard
Elle
The Times
Grazia
16%
16%
15%
14%
12%
11%
10%
9%
7% 7%
3%
* Mascara mentions in magazines do not refer solely to the “test” ads
Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women 149)
Category prompt delivers higher recall for newspaper ads
% mentioning test brands following category prompt
Estée Lauder
Lancôme
Mango
27%
24%
23%
11%
11%
2%
Evening
Standard
Elle
The
Times
Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women : Times 128, Grazia 147,
Standard 128, Elle 149)
Grazia
Evening
Standard
Elle
Stronger ad recognition in newspapers
% recognising
Estée Lauder
Lancôme
79%
68%
Evening
Standard
Elle
Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women : Times 128, Grazia 147,
Standard 128, Elle 149)
72%
The
Times
65%
Grazia
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
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
Full page colour ad on
the "typical" news
page. Big picture of the
product and huge
eyelashes on the
model
Brands can benefit from ‘positivity effect’ in papers
It’s mascara in a
newspaper
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 size of the ad, the fact
that it was on the right
hand page. I didn't notice
the same ad in Grazia
The colour advert is
very striking against
the newspaper print.
The picture of the girl
with beautiful lashes is
very striking
Large advert for
mascara which is
something I wear
The model's eyes. It took up 3/4 of
the page as well in colour. Made it
stand out against the writing
Source: BMRB/Cosmetics & Toiletries Impact
Newspaper ads convey status , authority and universal appeal
Main messages from using a newspaper to advertise mascara (open-ended)
Universal appeal
38
High quality/
premium, product
19
For women who care
about fashion but don’t
read magazines
16
For business/
professional people
12
I’m new buy/try me
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
9
8
Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women 149)
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
Newspapers have clear advantages for consumers
Main advantages of advertising in a newspaper (open-ended)
Wider range of
potential
customers
38
28
Wider readership
Fewer adverts to
compete against
15
Newspapers seen
every day
10
More people read
newspapers
10
Gives people gift/
new product ideas
6
Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women 149)
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.
Newspapers have clear advantages for consumers
The reader of a newspaper
is 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.
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
People read the papers more
and believe in newspapers
more than mags credibility
Source: BMRB/Cosmetics & Toiletries Impact
Women may make an
impulse purchase after
work / lunch break
More exposure and
less adverts in the
newspaper so would
be more noticeable
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, pack
Eye make-up – model/celebrity head shot, eyes highlighted, pack
Depilatory/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
Correct brand %
73
71
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 107, 211, 212)
61
53
Brand confusion potential for less familiar brands
Published ad
De-branded ad
Correct brand %
20
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 107, 211, 212)
5
Branding challenge for mascara brands
Published ad
De-branded ad
Correct brand %
65
59
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 107, 211, 212)
30
24
Innovations benefit from clear logos
Published ad
De-branded ad
Correct brand % Branding score
in main study
%
23
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 107, 211, 212)
77
High interest category but big difference in individual ad
performance
Average response across 6 Branding & Response Metrics
79
61
30
Boots Soltan Once
Face sun cream
Pantene Pro-V
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots Soltan 107, Pantene 108)
Average single
ads (75)
Women’s Cosmetics and Toiletries – Top and Bottom Ads
Branding
is strong
88
Gives me enough
information to
decide whether
brand is for me
77
85
Gives me a
reason to go out
and buy this
brand 87
I would stop
and look rather
than turning the
page
Surprising and
gets me to
think
62
differently
about the
brand
Average response – 75 single ads
Boots Soltan Once Face
74
Pantene Pro-V Haircare 25 x 4
Helps me connect
and identify more
strongly with the
brand
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots Soltan 107, Pantene 108)
Women’s Cosmetics and Toiletries – Top and
Bottom Ads
%
+27
+19
+32
Distinctive
63
Involving
Interesting
56
50
Disturbing
Soothing
24
2
0
2
Unpleasant
39
9
13
Average response – 75 single ads
11
31
Irritating
Gentle
Boots Soltan Once Face
Pantene Pro-V Haircare 25 x 4
+/-
Difference top vs bottom
Pleasant
Boring
Weak
Dull
-43
-35
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots Soltan 107, Pantene 108)
-47
Women’s Cosmetics and Toiletries – Highest & lowest
active engagement
%
+49
+48
+41
Distinctive
68
Involving
63
Interesting
61
Disturbing
Soothing
20
2
0
2
Unpleasant
10
Pleasant
28
12
12
24
Irritating
Gentle
Average response –75 single ads
Estée Lauder Turbolash Mascara
Estée Lauder Re-Nutriv Skincare 25 x 4
+/-
Difference highest vs lowest
Boring
Weak
Dull
-47
-46
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Estée Lauder Turbolash 104, Re-Nutriv 102)
-44
Larger ad sizes perform more strongly but ….
Average response across 6 branding & response metrics by size of ad
%
64
57
53
Full Page Av
(50 ads)
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378)
Half Page Av
(14 ads)
25 x 4 Av
(11 ads)
Creative strength makes a bigger difference
Branding & response average for top and bottom ads in each size
79
67
62
41
41
30
Full Page
Highest scoring ad
Half Page
Lowest scoring ad
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378)
25 x 4
Bigger ads generate stronger responses
Branding
is strong
79
It reminds me of TV
ads for this
manufacturer
I would stop and
look rather than
turning the page
75
64
Placing the ad next
to this type of
article makes it
seem more
interesting and
relevant
59
48
Surprising and
gets me to think
differently about
the brand
64
73
Average response – 75 single ads
Boots No7 Instant Radiance full page
Gives me enough
information to
decide whether
brand is for me
Boots No7 Instant Radiance ½ page
Boots No7 Instant Radiance 25 x 4
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots each ad 108)
62
Gives me a reason
to go out and buy
this brand
Helps me connect
and identify more
strongly with the
brand
Bigger ads are more actively engaging
%
Distinctive
Involving
Interesting
44
42
Disturbing
Soothing
30
34
1
0
2
Unpleasant
16
18
Irritating
24
Boring
Average response – 75 single ads
Boots No7 Instant Radiance full page
Boots No7 Instant Radiance ½ page
Boots No7 Instant Radiance 25 x 4
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots each ad 108)
Pleasant
37
54
Weak
Dull
Gentle
Awards have potential to boost sales
If you saw a product that had been given this award, would it make you more likely to buy?
A little more likely to buy %
23
41
Source: BMRB/Cosmetics & Toiletries Sep08,1378 women)
39
17
42
14
13
13
11
39
40
37
34
Handbag
48
Sunday Times Boots
Consumer survey
43
19
NW
20
In-style
38
Much more likely to buy %
Boots Soltan Face - Sunday Times Style
55% notice award and among those who notice…
41
37
54
53
More inclined to
believe claims
More likely to buy
47
40
More likely to find
out more about
product
Strongly agree
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots Soltan 107, Notice award 59)
Agree
Nivea Visage DNAge - Product of the Year
76% notice award and among those who notice…
21
24
22
71
62
More likely to find
out more about
product
More inclined to
believe claims
Strongly agree
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Nivea Visage 108, Notice award 82)
Agree
60
More likely to buy
L’Oréal Elnett Satin Hairspray - InStyle
43% notice award and among those who notice…
31
33
56
58
53
More likely to find
out more about
product
More inclined to
believe claims
More likely to buy
Strongly agree
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, L’Oréal Elnett 104, Notice award 45)
Agree
33
Topical relevance and immediacy heightens ad response
6 Branding & Response Metrics
Overall Average: 61
Topical ads: 66
Branding
is strong
72
It reminds me of TV
ads for this
manufacturer
58
I would stop and
look rather than
turning the page
72
Placing the ad next to
this type of article 69
makes it seem more
interesting and
relevant
55
74
62
Gives me enough
information to decide
whether brand is for me
Average response – 75 single ads
Average response – 12 topical ads
Surprising and
gets me to think
differently about
the brand
62
Gives me a reason to
go out and buy this
brand
Source: BMRB/Cosmetics & Toiletries Sep08 (75 ad average 1378, Topical ad average 1277)
Helps me connect and
identify more strongly
with the brand
Topicality and immediacy create higher engagement
%
+6
+6
+3
Distinctive
Involving
Interesting
50
46
43
Disturbing
Soothing
28
3
Unpleasant
4
Pleasant
38
5
14
Average response – 75 single ads
Average response – 12 topical ads
+/-
Difference topical
average vs all ads
average
16
35
19
Irritating
Boring
Gentle
Weak
Dull
-6
-6
-6
Source: BMRB/Cosmetics & Toiletries Sep08 (75 ad average 1378, Topical ad average 1277)
Women’s Cosmetics and Toiletries – Rimmel Sunshimmer
Instant Tan Mousse
Branding
is strong
77
It reminds me of TV
ads for this
manufacturer
I would stop and
look rather than
turning the page
76
63
Placing the ad next to
this type of article
makes it seem more
interesting and
relevant
78
59
70
Average response – 75 single ads
Rimmel Sunshimmer
57
Gives me enough
information to decide
whether brand is for me
65
Helps me connect and
identify more strongly
with the brand
Gives me a reason to
go out and buy this
brand
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Rimmel 107)
Surprising and
gets me to think
differently about
the brand
Women’s Cosmetics and Toiletries – Rimmel Sunshimmer
Instant Tan Mousse
%
+29
+11
+10
Distinctive
73
Involving
Interesting
51
50
Disturbing
Soothing
9
3
Unpleasant
5
Pleasant
34
7
8
13
14
32
Irritating
Average response – 75 single ads
Gentle
Boring
Rimmel Sunshimmer
+/-
Difference vs average
Weak
Dull
-8
-12
-12
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Rimmel 107)
Women’s Cosmetics and Toiletries – Banana Boat Dry Oil
Ultramist
Branding
is strong
It reminds me of TV
ads for this
manufacturer
69
79
I would stop and
look rather than
turning the page
51
Placing the ad next to
this type of article
makes it seem more 83
interesting and
relevant
60
Surprising and
gets me to think
differently about
the brand
67
Average response – 75 single ads
Banana Boat Dry Oil Ultramist
84
66
Helps me connect and
identify more strongly
with the brand
Gives me enough
information to decide
whether brand is for me
Gives me a reason to
go out and buy this
brand
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Banana Boat 108)
Women’s Cosmetics and Toiletries – Banana Boat Dry Oil
Ultramist
%
+12
+17
+11
Distinctive
56
Involving
57
Interesting
51
Disturbing
Soothing
26
2
Unpleasant
5
Pleasant
32
7
9
11
30
14
Irritating
Average response – 75 single ads
Gentle
Boring
Banana Boat Dry Oil Ultramist
+/-
Difference vs average
Weak
Dull
-11
-11
-11
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Banana Boat 108)
Celebrities strengthen branding, standout
and TV link
6 Branding & Response Metrics
Overall Average: 61
Product only ads: 60
Ads featuring model: 61
Ads featuring celebrity: 64
Branding
is strong
It reminds me of TV
ads for this
manufacturer
70
Placing the ad next
to this type of
article makes it
seem more
interesting and
relevant
I would stop and
look rather than
turning the page
73
70
63
53
Surprising and
gets me to think
differently about
the brand
60
71
Average response – 75 single ads
Average response – 21 product ads
Gives me enough
information to
decide whether
brand is for me
Average response – 39 model ads
Average response – 15 celebrity ads
Source: BMRB/Cosmetics & Toiletries Sep08 (75 ad average 1378)
58
Gives me a reason
to go out and buy
this brand
Helps me connect
and identify more
strongly with the
brand
Product-only ads can feel more dull
%
Distinctive
Involving
Interesting
45
39
39
Disturbing
Soothing
30
2
3
4
Unpleasant
40
16
18
41
22
Irritating
Gentle
Average response – 75 single ads
Boring
Average response – 21 product ads
Average response – 39 model ads
Average response – 15 celebrity ads
Source: BMRB/Cosmetics & Toiletries Sep08 (75 ad average 1378)
Weak
Dull
Pleasant
But there’s no hard & fast rule…..
Creative impact and product type affect
celebrity ad responses
Branding
is strong
88
It reminds me of TV
ads for this
manufacturer
84
I would stop and
look rather than
turning the page
74
Placing the ad next to
this type of article
makes it seem more
interesting and
relevant
63
56
Surprising and
gets me to think
differently about
the brand
64
82
Gives me enough
information to decide
whether brand is for me
L’Oréal Elnett Satin Hairspray
69
Gives me a reason to
go out and buy this
brand
L’Oréal Casting Crème Gloss ½ p
Source: BMRB/Cosmetics & Toiletries Sep08 (Total 1378, L’Oréal Elnett 104, Casting Crème 108)
Helps me connect and
identify more strongly
with the brand
Product only ads can stimulate highly
positive reactions
Branding
is strong
83
It reminds me of TV
ads for this
manufacturer
I would stop and
look rather than
turning
the page
81
65
Placing the ad next to
this type of article
makes it seem more
interesting and
relevant
60
56
69
75
Gives me enough
information to decide
whether brand is for me
Average response – 75 single ads
Clarins Instant Smooth Perfecting Touch product only
Clarins Super Restorative Tinted Cream SPF20
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Clarins 104, 105)
Surprising and
gets me to think
differently about
the brand
69
Gives me a reason to
go out and buy this
brand
Helps me connect and
identify more strongly
with the brand
Through feeling highly distinctive and interesting
%
Distinctive
60
Involving
Interesting
54
52
Disturbing
Soothing
24
0
2
3
Unpleasant
34
10
14
12
37
Irritating
Gentle
Boring
Average response – 75 single ads
Clarins Instant Smooth Perfecting Touch product only
Clarins Super Restorative Tinted Cream SPF20
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Clarins 104, 105)
Pleasant
Weak
Dull
But human interest can bring a benefit to life
Branding
is strong
73
It reminds me of TV
ads for this
manufacturer
I would stop and
look rather than
turning the page
62
54
Placing the ad next to
83
this type of article
makes it seem more
interesting and
relevant
54
Surprising and
gets me to think
differently about
the brand
64
79
Average response – 75 single ads
Gives me enough
information to decide
whether brand is for me
Colgate product only ½ page
Colgate model full page
Colgate model 25x4
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Colgate 107, 108, 106)
68
Gives me a reason to
go out and buy this
brand
Helps me connect and
identify more strongly
with the brand
And improve active engagement
%
Distinctive
Involving
Interesting
43
34
Disturbing
35
Soothing
24
0
Unpleasant
5
26
Pleasant
7
36
24
Irritating
Gentle
31
36
Average response – 75 single ads
Boring
Weak
Dull
Colgate product only ½ page
Colgate model full page
Colgate model 25x4
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Colgate 107, 108, 106)
Multiple executions build brand responses more
effectively
Branding
is strong
Surprising and
gets me to think
differently about
the brand
It reminds me of TV
ads for this
manufacturer
Gives me enough
information to decide
whether brand is for me
Helps me connect and
identify more strongly
with the brand
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
Gives me a reason to
go out and buy this
brand
Campaign engagement – Dove go fresh Range
%
-31
-23
-31
Distinctive
Involving
Interesting
35
Disturbing
35
Soothing
28
39
2
Unpleasant
6
44
Pleasant
4
24
Irritating
Dove go fresh Range campaign response
Boring
Difference single ad vs campaign
41
Gentle
Weak
Dull
Dove go fresh cucumber Deodorant single ad response
+/-
21
22
+16
+18
+16
Source: BMRB/Cosmetics & Toiletries Sep08 (Dove campaign 108, Dove cucumber deo 107)
Campaign effect versus single ad response –
Nivea
Branding
is strong
54
Surprising and
gets me to think
differently about
the brand
It reminds me of
TV ads for this
manufacturer
55
44
48
56
Gives me enough
information to
decide whether
brand is for me
44
Nivea campaign
Nivea Visage DNAge single ad response
Nivea Visage DNAge ½ page single ad response
Source: BMRB/Cosmetics & Toiletries Sep08 (Nivea campaign 107, single ads 108, 108)
Gives me a reason to
go out and buy this
brand
Helps me connect and
identify more strongly
with the brand
Multiple executions build brand engagement
%
more effectively
-28
-23
-18
Distinctive
Involving
Interesting
30
31
Disturbing
32
Soothing
31
3
Unpleasant
6
Pleasant
31
3
35
Irritating
Gentle
31
33
34
Boring
Weak
Nivea campaign
+28
Nivea Visage DNAge single ad response
Nivea Visage DNAge ½ page single ad response
Dull
+25
+25
+/-
Difference Nivea Visage DNAge ½ page single ad vs campaign
Source: BMRB/Cosmetics & Toiletries Sep08 (Nivea campaign 107, single ads 108, 108)
Boots brands outperform competition
Top women’s ad
Top men’s ad
All ads above average
Consistency, celebrity, clarity
Science and beauty, persuasion and engagement
Women’s Cosmetics and Toiletries – Boots
Average response across 6 Branding & Response Metrics
79
74
67
Boots Soltan
Once
Boots No7
Protect & Perfect
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots 108, 106, 107)
Boots No7
Instant Radiance
Brush Foundation
61
Average single
ads (75)
Men’s Toiletries and Cosmetics – Boots No7 For Men
Protect & Perfect
Branding
is strong
82
It reminds me of TV
ads for this
manufacturer
I would stop and
look rather than
turning
the page
73
58
Placing the ad next to
this type of article
makes it seem more
interesting and
relevant
70
73
Surprising and
gets me to think
differently about
the brand
Average response – 18 single ads
70
Boots No7*
Gives me enough
information to decide
whether brand is for me
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 320, Boots 113)
73
65
Gives me a reason to
go out and buy this
brand
Helps me connect and
identify more strongly
with the brand
Women’s Cosmetics and Toiletries – Boots No7 Protect & Perfect
and Instant Radiance Brush Foundation
Average response across 6 Branding & Response Metrics
74
67
64
62
61
60
57
53
Full page
½ page
53
25 x 4
Average per ad size: 50 full page ads, 14 ½ page ads, 11 25x4 ads
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots individual ads 106 – 108 each)
Women’s Cosmetics and Toiletries –
Boots No7 Protect & Perfect Range
Branding
is strong
82
It reminds me of TV
ads for this
manufacturer
I would stop and
look rather than
turning the page
80
Placing the ad next to
this type of article
makes it seem more
interesting and
relevant
Average response – 75 single ads
Full page
½ page product only
76
77
68
71
75
Gives me enough
information to decide
whether brand is for me
Surprising and
gets me to think
differently about
the brand
69
Gives me a reason to
go out and buy this
brand
½ page with Keeley Hawes
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots No7 Protect & Perfect 108, 106,107 )
Helps me connect and
identify more strongly
with the brand
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
Don’t just take our word for it...
put newspapers to the test for your brand
•
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
Appendix
Cosmetics and Toiletries: Category Usage among
newspaper readers
Toothpaste
Shampoo/condit…
95
100
94
99
Deo/antiperspirant
98
Bath/shower gel
Fragrance/After…
87
Face cream
Mascara
89
11
87
55
Mouthwash
Post shave…
85
77
12
85
75
Sun care
Self tan
93
34
Hair styling
Foundation
97
96
46
18
74
44
34
54
Men
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378, men 320)
Women
Newspapers provide information and inspiration
84
76
75
68
72
66 66
62
58
59
4241
49
46
Newspapers
Magazines
Women
Women
Men
Men
62
5654
51
50
44
44
38
37
26
23
13
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
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378, Men 320)
It gives me
ideas and things
to talk about
When I read I
feel totally
absorbed in
what I’m doing
There’s too
much
advertising
24
15
Quite often
clothes & beauty
products
featured are not
available in the
shops