Advert ideas & plan: Permanent Lipstick

 

Today we start preparation for a new project.  And today I forgot my lipstick at home, everything I was thinking about was this small tube of stiffened liquid. Ideas make permanent lipstick ads come into my head rapidly because it's the only thing my thoughts were about all day. The problem consists of a million different ads with this product so I am supposed to look at them and make something absolutely different. Also, I want to make ads for lipstick which will show that the colour will be with you everywhere no matter how much time you lick your lips, swimming in acid, or run a marathon. The most important point I want to show is that this product is safe to use. That it doesn't contain any harmful chemicals for our gorgeous lips. 

"There are few cosmetics as charged with meaning as red lipstick, which over the centuries has been associated with female allure, sex, sin, glamour, power and politics."

This definition and association we get used to make lipstick adverts look similar, making me work harder and easier at once. On the one hand, I know what I can't do; on the other hand,  I must think out of the box, we - people do not get used to it.

ROUGE ALLURE L'EXTRAIT - Chanel

This is an example of how basic very popular brand lipstick advertisements look like. Usually, famous brands do not take into account wisely used strategies, even though they created them. Moreover, nowadays SMM specialists tend to use minimalism in ads like Chanel, Dior, NYX.

Marilyn Monroe discovers The World's Most Glamorous Make-up.... From The Westmores of Hollywood. (1952)

A few decades ago models filmed in ads used to be a lot more objectified. Marilyn Monroe shown on a poster was used to sexualize and popularize red lipstick because she was 50's-60's sex symbol  

My target audience will be Gen Z, as my ads will focus on red lipstick, which is popular among this age group. Research shows that "those aged 25-34 are the most likely to embrace a bold lip (38%)." With this in mind, I plan to create ads with the slogan ‘Always with you’ or ‘Always on you,’ highlighting how this lipstick stays with you throughout the day. I’m brainstorming ideas that convey this message—something that’s always with you or on you—while ensuring the concept avoids any sexual underlines 

My ideas are:

- Family - always with u

- Wedding ring

After hours of thinking I chose the way with wedding rings but the problem was how to combine lipstick and wedding ring because it's supposed to be 2 main objects which is hard to combine. Also, I do not want a photo with the face of a woman. That means I had to make a contrast so consumers would see them both. Also, I decided to bring minor changes to the slogan “With you as long as you yourself want it” So this now shows customers that they can easily take it off so it won’t stash forever but also shows that it can stay on your lips way longer than you might expect. As well, it's a parallel line with a wedding ring because you can finish your marriage whenever you want it so this slogan also gives power to women who have ethos products.

Reference

https://www.nytimes.com/2023/12/04/style/how-to-wear-red-lipstick.html

https://www.chanel.com/gb/makeup/p/163854/rouge-allure-lextrait-high-intensity-lip-colour-concentrated-radiance-and-care-refillable/

https://repository.duke.edu/dc/adaccess/BH1939

https://visualcultureuu.wordpress.com/2017/11/23/lipstick-advertisements-1945-2017-the-same-but-different/

Avon (2022). The Lipstick Effect: The Nation’s Lipstick Habits Revealed. [online] Avon Cosmetics. Available at: https://avon.uk.com/blogs/avon-blog/the-lipstick-effect [Accessed 10 Oct. 2024].