Cosmetics can also be funny

Beauty II Exxtra rejuvenates the brand image of the Migros Zoé line with pretty grimaces.advertising for cosmetics usually follows a simple pattern: Happy women in a modern setting promise eternal beauty. In order to assert itself against such campaigns by L'Oréal or Beiersdorf, Migros' own Zoé brand has to differentiate itself. After all, the giants of the cosmetics industry advertise their little powders and waters with almost unlimited media spheres. But how do you get the viewer's attention with a smaller budget given this overwhelming power? Quite simply, says consultant Andrea Heim at Exxtra Kommunikation: "By using a completely different style of advertising." In the new TV commercial for Zoé Ultra Sensitive from the retail giant's range, Exxtra has added a humorous, human side to the usual elements. The topic of care for sensitive skin is dramatized with completely "insensitive" images. A beauty pulls the weirdest faces in front of the mirror as if she is bored. She actually is, because thanks to Zoé Ultra Sensitive she has her beauty care under control and no longer has to spend hours in front of the mirror. Accordingly, after these absurd pictures, the resolution in the text is: "And what do you do in front of the mirror when taking care of your skin becomes really easy?"
Zoé wants to establish itself as a premium Migros brand with such an individual appearance. At the same time, the brand image is to be rejuvenated. Exxtra is striving to achieve this goal with that little bit of courage that is necessary to throw advertising conventions overboard. The commercial runs on the Swiss channels and the advertising windows of Sat1, Pro7 and Vox.
Beauty Those who regularly use the Zoé potty also have time to make faces in the morning: Exxtra advertises Migros' own skincare line with a lot of irony in the new TV commercial >> p. 7

Andreas Panzeri