A wrinkle-free guarantee
Cosmetics marketing FCBLK presents the enlightened woman with a pinch of cynicism and launches an unconventional cosmetics promotion for Juvena.
Cosmetics marketing FCBLK presents the enlightened woman with a pinch of cynicism and launches an unconventional cosmetics promotion for Juvena.
Juvena's marketing cure is having an impact: With sales growth of 6.5 percent in 2002, the international company based in Volketswil has more than held its own in less than pleasant times. According to the Swiss Cosmetics and Detergents Association (SKW), growth in Switzerland in 2002 remained below the average growth of the last ten years at just over four percent. And because the Swiss are the most frequent consumers of creams worldwide, the slump due to market saturation is not surprising. For the past two years, Juvena, which celebrates its 50th anniversary in 2004, has been repositioning itself as a care brand in the medium to higher price segment. At the same time, the cosmetics company is relying on its core competencies and pioneering spirit. For example, the product range has been streamlined and reduced - especially in the decorative cosmetics segment. The entire communicative appearance was also completely redesigned, from the CI to the classic advertising materials and packaging.
"In the last two months, we have repackaged all products worldwide," says Brigitte Roth, Brand Director International Marketing, describing the consistent focus. By the end of September, the Beiersdorf subsidiary will have completely refreshed its brand image with the launch of the new campaign. The brand's origins, which have so far been an integral part of the brand with values such as quality, trust and safety at the forefront of its image, will hardly feature at all. "Symbols such as the Swiss mountains have diluted our quality standards over time," says PR Manager Liliane Mester. For retailers and consumers, the departure of the stylized mountain ridge from the logo makes the brand more recognizable.
In the oversaturated cosmetics market, an attractive brand profile is just as important as the constant launch of new formulations. With its pharmaceutical heritage and innovations such as the first "Light Cream", which was Juvena's breakthrough in the field of highly oily, ointment-like creams in 1954, the cosmetics company also wanted to bring its dynamic spirit to life in its advertising. "We have had the claim 'The Beauty Guarantee' for some time because it reflects the product quality and sets us apart from the competition. However, we have not yet filled it with life," Roth looks back. She wants to make up for this with the advertising agency FCB Leutenegger Krüll (FCBLK).
For enlightened womenIn order to present the guarantee in a differentiated way, CD Mike Krüll and his team do not use the industry-standard, but shallow, perfect female face. Instead, the advertisers provoke with cynical slogans aimed primarily at an enlightened female target audience: "There's no guarantee on husbands - but there is for Juvena care products," is written in gold letters above the pack shot. The ironic campaign bursts similar illusions about effective diets or eternal love like soap bubbles.
In addition to the creative approach, the strategic approach in the discreet cosmetics sector is also likely to attract attention. The central message, reflected in the self-confident attitude of the brand, does not correspond to the well-known money-back guarantee. Rather, it leaves open the option of switching directly to a competitor's product in the event of dissatisfaction. This bold promise, which is unlikely to embarrass Juvena thanks to the proverbial loyalty of its customers, is also a subtle form of comparative advertising. Although the competitor is not mentioned by name, it is clear what conclusions the ad triggers in the viewer: Anyone who guarantees such a thing demonstrates greater self-confidence in their products and does not have to resort to pseudo-scientific graphics or wrinkle-free faces of underage models. In a first wave, the campaign is running in Germany, Austria and Switzerland, where it aims to achieve over 36 million reader contacts. In a possible second wave, expansion to Europe and Australia is conceivable, reveals Roth.
Has banned the Swiss mountains from the logo: Teaser and resolution of the new Juvena campaign.
Cosmetics industry The beauty company Juvena has removed the Swiss mountain crest from its logo and presents itself with an emancipated wink >> p. 7
Juvena in figuresJuvena emerged in 1954 from the pharmaceutical laboratory Divapharma, founded nine years earlier by the Swiss entrepreneur Edmund G. Locher in Zurich. Even after the takeover by Beiersdorf AG in 1990, the Volketswil-based cosmetics company remains independent in terms of organization and management. Its field of activity comprises the development, manufacture and distribution of preparations for high-quality depot cosmetics with a focus on anti-age skin care. Juvena is represented in 50 countries worldwide and employs around 960 people. In 2002, the company reported sales of CHF 261.2 million. Most cosmetics manufacturers - including Juvena - reacted to the eroding sales in the current year with price increases, as reported by the industry association Ascopa. (la)
Luca Aloisi
Juvena's marketing cure is having an impact: With sales growth of 6.5 percent in 2002, the international company based in Volketswil has more than held its own in less than pleasant times. According to the Swiss Cosmetics and Detergents Association (SKW), growth in Switzerland in 2002 remained below the average growth of the last ten years at just over four percent. And because the Swiss are the most frequent consumers of creams worldwide, the slump due to market saturation is not surprising. For the past two years, Juvena, which celebrates its 50th anniversary in 2004, has been repositioning itself as a care brand in the medium to higher price segment. At the same time, the cosmetics company is relying on its core competencies and pioneering spirit. For example, the product range has been streamlined and reduced - especially in the decorative cosmetics segment. The entire communicative appearance was also completely redesigned, from the CI to the classic advertising materials and packaging.
"In the last two months, we have repackaged all products worldwide," says Brigitte Roth, Brand Director International Marketing, describing the consistent focus. By the end of September, the Beiersdorf subsidiary will have completely refreshed its brand image with the launch of the new campaign. The brand's origins, which have so far been an integral part of the brand with values such as quality, trust and safety at the forefront of its image, will hardly feature at all. "Symbols such as the Swiss mountains have diluted our quality standards over time," says PR Manager Liliane Mester. For retailers and consumers, the departure of the stylized mountain ridge from the logo makes the brand more recognizable.
In the oversaturated cosmetics market, an attractive brand profile is just as important as the constant launch of new formulations. With its pharmaceutical heritage and innovations such as the first "Light Cream", which was Juvena's breakthrough in the field of highly oily, ointment-like creams in 1954, the cosmetics company also wanted to bring its dynamic spirit to life in its advertising. "We have had the claim 'The Beauty Guarantee' for some time because it reflects the product quality and sets us apart from the competition. However, we have not yet filled it with life," Roth looks back. She wants to make up for this with the advertising agency FCB Leutenegger Krüll (FCBLK).
For enlightened womenIn order to present the guarantee in a differentiated way, CD Mike Krüll and his team do not use the industry-standard, but shallow, perfect female face. Instead, the advertisers provoke with cynical slogans aimed primarily at an enlightened female target audience: "There's no guarantee on husbands - but there is for Juvena care products," is written in gold letters above the pack shot. The ironic campaign bursts similar illusions about effective diets or eternal love like soap bubbles.
In addition to the creative approach, the strategic approach in the discreet cosmetics sector is also likely to attract attention. The central message, reflected in the self-confident attitude of the brand, does not correspond to the well-known money-back guarantee. Rather, it leaves open the option of switching directly to a competitor's product in the event of dissatisfaction. This bold promise, which is unlikely to embarrass Juvena thanks to the proverbial loyalty of its customers, is also a subtle form of comparative advertising. Although the competitor is not mentioned by name, it is clear what conclusions the ad triggers in the viewer: Anyone who guarantees such a thing demonstrates greater self-confidence in their products and does not have to resort to pseudo-scientific graphics or wrinkle-free faces of underage models. In a first wave, the campaign is running in Germany, Austria and Switzerland, where it aims to achieve over 36 million reader contacts. In a possible second wave, expansion to Europe and Australia is conceivable, reveals Roth.
Has banned the Swiss mountains from the logo: Teaser and resolution of the new Juvena campaign.
Cosmetics industry The beauty company Juvena has removed the Swiss mountain crest from its logo and presents itself with an emancipated wink >> p. 7
Juvena in figuresJuvena emerged in 1954 from the pharmaceutical laboratory Divapharma, founded nine years earlier by the Swiss entrepreneur Edmund G. Locher in Zurich. Even after the takeover by Beiersdorf AG in 1990, the Volketswil-based cosmetics company remains independent in terms of organization and management. Its field of activity comprises the development, manufacture and distribution of preparations for high-quality depot cosmetics with a focus on anti-age skin care. Juvena is represented in 50 countries worldwide and employs around 960 people. In 2002, the company reported sales of CHF 261.2 million. Most cosmetics manufacturers - including Juvena - reacted to the eroding sales in the current year with price increases, as reported by the industry association Ascopa. (la)
Luca Aloisi
