Everything you had been sharing on facebook and the rest of the internet (including your mobile devices) has enabled ad agencies to come up with this brilliant strategy: You don’t feel good about yourself on Mondays and that makes the start of the work- or school-week the best time to sell beauty products.
a new “study” from marketing firm PHD recommends a strategy that crosses the line from merely targeted to outright predatory, explicitly advising brands to seize on the times of the day and week when women feel the most insecure about their bodies and overall appearance in order to sell beauty products and other goods.
Women, the study claims to have found, feel less attractive on Mondays, especially in the morning. Thus, as the release explains, “Monday becomes the day to encourage the beauty product consumer to get going and feel beautiful again, so marketing messages should focus on feeling smart, instant beauty/fashion fixes, and getting things planned and done. Concentrate media during prime vulnerability moments, aligning with content involving tips and tricks, instant beauty rescues, dressing for the success, getting organized for the week and empowering stories.” Yuck.
To go along with this approach, labeled the “encourage” strategy*, marketers should deploy a complementary “empower” phase on Thursdays, when women are supposedly feeling their best. “Thursday offers prime opportunities for marketing messages and in-store/promotional activity around celebrating best beauty looks, dressing for the weekend, and shopping get-togethers,” the study cheerfully advises.
And, if timing ads for the time of the week when women in general are feeling kind of meh about themselves isn’t gross enough, the study hints at an even more cynical possibility: Women can feel bad about themselves at any time! Particularly, the study finds, when they are stressed, sick, or crying. Good news: This means there are great opportunities for brands all week long—if only they could know when a woman is stressed, sick, or crying, perhaps as evidenced by the texts of their chats and emails. We can all look forward to this happy day.»
On a similar note, Unilever has been advertising on YouTube its Teen Week PH camapign. The video on the ad shows three students who are good at somethings (like excellent knowledge in music, multi-tasking leadership, and high EQ), but should be embarrassed about other things like pimples, unruly hair, and body odor. The video ad was trying to hawk Ponds / Eskinol, Cream Silk and Rexona. So to boost things up, they get Julia Barretto and Elmo Magalona to party with college students. They also hired Laureen Uy, Danica Barretto, Bianca Gonzalez, and Ariella Arida for the event. »