Kneeling for a skin care product advertising plan used an extra 400 points.

Special advertisement for skin care products

In winter, flowers wither, and women still persistently defend beauty. Merchants have long studied the beauty of women's love thoroughly, and they know how to care more than women. In the dry winter, women need to moisturize, and many cosmetics companies have launched a series of moisturizing and whitening skin care products. The advertisements of skin care products displayed in this issue all have the same feature, that is, making an issue on water and interpreting the certain theory that "women are made of water".

"Xue Jia Aloe Moisturizer" water drops 04

Client: Yaqian Cosmetics Co., Ltd.

Advertising company: Yaqian Cosmetics Co., Ltd.

Founder: member of brand group

Creative elaboration:

Rooted in aloe molecules contained in Xuejia Aloe Moisturizer, it keeps moisturizing for 24 hours. Taking young fashionable women as the leading role, it emphasizes 24-hour moisturizing and highlights the use effect: such as water skin. Through the description of morning, middle and evening, the 24-hour moisturizing effect is highlighted.

"Qingyi deep hydrating cream" drinking water

Client: Yaqian Cosmetics Co., Ltd.

Advertising company: Yaqian Cosmetics Co., Ltd.

Founder: member of brand group

Creative elaboration:

Taking "Let the skin drink water" as the advertising slogan, the whole film emphasizes the feeling of hydration, which is impressive. Highlight the smooth and delicate skin effect. Describe it in a way that the skin is tender enough to squeeze water.

Cecilia Cheung's "Water White Crystal High Moisturizing Cream"

Customer: softer

Advertising company: Aoying United Advertising (Guangzhou) Company.

Founder:

Creative Director: alan lee (Li)

General Manager of Brand Management Company: Ceng Hao.

Director: Allen Li (Li)

Creative elaboration:

Working with Cecilia Cheung is my third trip to Shuibaijing, and the director and she have formed a tacit understanding. It captures Cecilia Cheung's demeanor more aesthetically and achieves the unity of texture and form ―― water, white and crystal clear, which is the theme of this paper.

The appeal of creativity comes from the word "water white crystal". She is not only a brand name, but also a skin state that women are eager to have.

Therefore, the effort from creativity to realization lies in doing enough articles on "water".

At the beginning, Cecilia Cheung began to say "before" twice, simulating spraying water on his face, followed by a series of clever splicing of fountains, water curtains, splashing water and drawing clocks on the water surface, which were not only the wonderful dynamic of water, but also presented "tender", "white" and "crystal clear" respectively. The reappeared "crystal" brings out the promise of "moisturizing twice a day for 24 hours". Cecilia Cheung's pure image, with Audrey? Hepburn style hairstyle, lovely and bright "water white crystal" feeling suddenly came out-"Let's come together, water white crystal".

"Binchun Xuelian Whitening Cream" Hong Tao

Client: Fang La Group.

Advertising company: Guangzhou Gaoli Long Yin Advertising Co., Ltd.

Founder:

Creativity: Gaoli Long Yin

Copywriter: Huang Liwei

Producer: A MAY

Director: Li Xingzhong

Creative elaboration:

Is Binchun a little woman? -Binchun consumer group positioning

What is a little woman?

A little fresh, a little silly, a little mature;

Enjoy others' love and absolutely love yourself. ...

These lovable and jealous little women are exclusive pets of Binchun brand.

Little Love of Little Women ―― Binchun's Market Positioning

Little women like white. White clothes, white snow ... I especially like my skin to be whiter than others.

White is a dream that never fades in a little woman's heart;

White has become a bridge between Binchun and the little woman.

Therefore, Binchun entered the market with "white" and made a beautiful promise to the little women-"100% Binchun is100% white"!

Simple White of Little Women ―― Created for simplicity.

The whiteness of a little woman is like a blooming snow lotus, fresh and pure. With the simplest expression, it is also extremely vivid.

The picture is simple. Only the red color of the product, the beauty of Hong Tao and the pure white background, without any unnecessary impurities.

The narrative is simple. Almost every sentence brings out attractive "white", "Snow Lotus is white, white to the end", "no impurities, transparent and white" ... The little woman's heart began to bloom like saussurea involucrata.

Who is the cutest little woman ―― the choice of a star.

Dialogue with stars is still the broad road to brand building. Let the youngest female star and Binchun release the temptation together. We opened our eyes, looked around and saw Hong Tao. Her ordinary and unique temperament just reveals the unique taste of a little woman. She is used to interpret the beauty of Binchun's little woman, which is neither strong nor light, and the taste is just right.

Little woman's victory

The cutest little woman, Hong Tao, not only caught the masses' thoughts about Binchun, but also caught the snowflake-like orders.

The market has proved that the little woman has won an absolute victory!

Add and subtract "Avon New Life Regenerating Cream"

Client: Avon (China) Limited.

Advertising Company: Shi Yang Advertising Co., Ltd. (Guangzhou) Branch.

Founder:

Brand Director: Yang

Account Director: Chen Jingru.

Customer Assistant: Xinjia

Creative Director: Wan Lifeng

Copywriter: Wan Lifeng Kong Guanzhu

Production designer: Tan Haowen.

Producer: Li Zhiliang

Creative elaboration:

Avon's "addition and subtraction" new revitalizing cream takes time as its creative concept and puts forward that "time is addition and new revitalizing cream is subtraction".

This film is an interesting symbol of skin problems. By using the visual connection of "+"and "-",it directly and vividly shows Avon's new regenerative cream minus the traces of skin years, helping women realize their desire for young skin.

"Oriental Flower" Fine Deep Hydrating Cream ―― Eight glasses of water

Customer: the flower of the east

Advertising company: Guangdong Pingcheng Advertising Co., Ltd.

Founder: Liu Shan Zhou Xiangjian

Creative elaboration:

The function of Oriental Flower Deep Hydrating Cream is mainly to "replenish enough water" to the skin. Through the analysis of the target consumers, we know that women who love beauty are very aware of keeping their skin hydrated for a day, and they should consume at least 8 glasses of water every day, but few people insist on doing so. Convenient and quick beauty treatment is the most urgent demand of modern women. The creator grasped this psychology and equated the effect of 8 glasses of water with the effect of 0.8 grams of Oriental Flower Deep Hydrating Cream.

By showing the heroine's tender skin and the heroine's recommendation, this idea tells consumers that if you want to have tender, smooth and clear skin, you don't need to drink 8 glasses of water, just need 0.8 g of Oriental Flower Deep Hydrating Cream.

In terms of creative expression, through the interesting plot of the heroine's "Gollum, Gollum" water when she uses the Oriental Flower Deep Hydrating Cream, she "drinks" all eight glasses of water, vividly and clearly showing that as long as she uses 0.8g of Oriental Flower Deep Hydrating Cream every day, she can make her skin drink eight glasses of water every day, making her skin tender and bright. "0.8 grams" and "8 glasses of water", the huge digital contrast forms a strong contrast and memory, and the magic of Oriental Flower Deep Hydrating Cream is self-evident.

Little nurse, brand-new vita nourishing moisturizer,

Qingze 24-hour moisturizing series:

Client: Little nurse.

Advertising Company: Publicis (Shanghai) Advertising Company.

Founder:

Creative Director: Lin

Art direction: Zhu, Wang Miao

Copywriter: Jiang Wei

Creative elaboration:

The world's number one cosmetics group, Canil Research Center under L 'Oré al China famous nurse, is not the princess of the emperor! Its brand-new advertising style is very insightful in the pursuit of brands and products: natural essence and healthy skin. The ice cubes containing the essence of fresh fruit are rotating in the excitement of vitality, which is the spiritual representative of the little nurses and the tacit understanding of the efficacy appeal of each different product series.

The girl next door is very atmospheric and modern. This is the heroine of a brand new little nurse. She simply interprets the global skin care concept of new natural technology in the vast secondary cities of China, which is fresh and friendly.

Little nurse Kizawa series, with a ball that loses moisture, is a metaphor for the skin that loses moisture, which is inelastic!

Little nurse vita nutrition series, with dry and tight sweater, is a metaphor for the skin stinging and uncomfortable in cold season!

Their solution, of course, is a fresh and energetic "little nurse"!

Ding Jiayi Whitening Moisturizing Cream

Client: Ding Jiayi.

Advertising Agency: Xinku Consulting (Shanghai) Co., Ltd.

Founder:

Creative Directors: Lv Jincheng, Lin Shaoqiang

Director: Hu

Photography: Huang Weiguo

Copywriter: Lu Junqiong

Creative elaboration:

After learning about Ding Jiayi Whitening Moisturizing Cream, we naturally focused our creativity on its excellent moisturizing function. However, looking at a large number of similar products, how to stand out from them, directly and effectively convey this appeal to the audience, leaving a different impression, has become the center and problem of this advertising creativity.

The consumers of Ding Jiayi Whitening Moisturizer are women who long for love and enjoy it. They are usually more emotional and positive about love, but they are somewhat fragile and not confident enough. So they are often willing to make every effort to defend their ideal love. How to combine this subtle psychological demand with the moisturizing function of products has become the key to whether our advertisements can capture the audience. In this case, "lock water, lock love" surfaced.

In what form and carrier should the creative theme of "locking water and locking love" be perfectly, vividly and profoundly conveyed to the audience? Therefore, a transparent lock filled with clear water has directly and creatively become the focus of this advertisement. In the long-term advertising story of Ding Jiayi Whitening Moisturizing Cream, it won a tender and charming face for girls and was favored by Prince Charming. The magical lock of Ding Jiayi Whitening Moisturizing Cream "locking moisture and locking love" not only made girls realize their desire for love, but also made advertisements quickly catch the audience's eye and made Ding Jiayi Whitening Moisturizing Cream stand out among similar products.

Ding Jiayi ginseng whitening cream

Client: Ding Jiayi.

Advertising Company: Xinku Consulting (Shanghai) Co., Ltd.

Founder:

Creative Directors: Lv Jincheng, Lin Shaoqiang

Director: Hu

Photography: Huang Weiguo

Copywriter: Lu Junqiong

Creative elaboration:

Many women often make up powder to cover up some tiny flaws on their faces. However, through analysis and research, it is found that cosmetics and skin care products with less natural ingredients, such as cosmetic powder, need to add heavy metal lead to the ingredients in order to cover up the defects, which will have a negative impact on skin health and lead to more and more defects. Over time, it will form a vicious circle.

To improve and completely solve this embarrassing situation, we need to switch to natural skin care products. From this perspective, it is easy to highlight the "natural" advantages of Ding Jiayi ginseng whitening cream.

However, most women don't understand this, and this universality of ignorance just gives us the best starting point for creative expression. In the advertisement, we repeated the phenomenon of "constantly replenishing powder" and its harm, causing and reminding consumers to pay attention to the fact that "lead whitening produces a sense of dependence", which naturally derived the concept of natural ginseng whitening in Ding Jiayi ginseng whitening cream. At the same time, after using the advertising products, the skin color of the advertising heroine appears softer and whiter against the anti-traditional black background, which makes consumers accept the products quickly under the great visual impact and produces clear differentiated memories. Ding Jiayi Ginseng Whitening Cream stands out with a "natural" attitude!

Longrich snake oil SOD honey

Client: longrich.

Advertising Company: Zhong Shi New Thinking Advertising Company.

Creative elaboration:

Highlight the selling points of high-purity refined snake oil and liposome SOD. The appeal focuses on the description of efficacy: it can be quickly absorbed by the skin and form a layer of sheep protective film on the skin surface; Deeply nourish, effectively resist skin aging and prevent skin dryness and wrinkles. ...

The main consumer groups of products are ordinary people. In order to make them close to life, approachable and persuasive, advertisements do not invite celebrities to be spokespersons, but directly use products to interpret them.

Meijiajing CQ activating skin series

Customer: Meijiajing

Advertising Company: Shanghai Tianlian Advertising Company

Creative elaboration:

CQ activating skin series is a product line for Meijiajing to communicate with young people. It is based on the brand platform of "sincere care and trustworthy" of Meijiajing, and gives new meaning to "youthful vitality".

In the advertising creative work in 2004, according to the characteristics of this product series (including CQ activating factor) and the spread and accumulation of "activating skin" in the past few years, we decided to still take "activating skin" as the creative origin. In this way, "vitality" is visualized as the difficulty of our creativity.

In the long-term follow-up survey, it is found that "skin elasticity" is an important vitality index for consumers to judge whether the skin is young or not. Just like a drum head with excellent texture, it will make a full and beautiful sound when struck. So, can pressing elastic skin naturally associate with the change of sound? At this point, the creative performance has been decided! Visually raise and lower the sound cursor through the common pressing action of girls to maintain their skin.

In hearing, it presents a dynamic rhythm, which is the best expression of skin vitality!

The scene begins with a fresh woman, who flicks her tired cheeks casually, as if touching a stereo that shows the skin vitality index. The cursor of the stereo flashes faintly, which brings out the common question of girls that "the skin is not energetic enough".

When the magical CQ activating factor rises from the Meijiajing series products and acts on the skin, the girl presses the skin happily, and the sound cursor changes immediately, all of which rise to the highest point lively!

The simple concept is only based on the basic needs of showing whether the skin is young or not. A short time of 15 seconds is enough to convey the advertising message, so that the whole listing activity can be expressed more flexibly in the media and create greater advertising benefits for the upcoming war.

Olay multi-effect repair series

Client: P&G (China) Co., Ltd.

Advertising Company: Shi Sheng Great Wall International Advertising (Guangzhou) Branch.

Founder:

Creative Director: Lai Zhiyu

Deputy Director of Creativity: Liang Shangli

Production designer: Lin

Copywriter: Yue

Creative elaboration:

This is a new advertisement re-integrated with the growth of product series.

The target group of multi-effect repair series is mature, confident, avant-garde, enterprising and self-conscious. The shooting style of this series of advertisements meets their tastes: fashion, avantgarde and rationality.

The biggest breakthrough of the three advertisements lies in the clever selection of the same story scene: an advertisement shooting scene, in which three professional women: models, designers, directors and decorative protagonists, each tell their own skin problems and skillfully string together the three products of the whole series.

The beauty is that these three women's occupations can not only appear naturally in the same story scene, but also be very representative in the target group: their work pace is fast, their work and rest are irregular and they are under great pressure, which naturally tests their skin more than ordinary people. At the same time, they are women who have the highest requirements for beauty and are in the focus of attention. They represent fashion. Leading the trend is the object that women envy and follow. Therefore, their persuasiveness to women is self-defeating.