This StriVectin advertisement features several powerful call-to-action elements.
Aside from surprising the consumer with the answer to “I wonder how much it costs?” the seemingly “moderate” price is another driver, as compared to the $135 of the original product. Never mind that on a per-ounce basis, this seemingly reasonable $59 retail translates to $65.55 per ounce, vs. $22.50 per ounce for the 6-ounce original, and is the unsung reason for the huge success of the original product.
Price notwithstanding, all of this supports itshigh theAdAudit score of 96.54. After the superb targeting of the Headline, “Dull and Uneven?” the apparent“consumer testimonial” as the subhead—“a super-exfoliator…but gentle. It made my skin look smooth, soft, perfect!”—is a very neat way to convey the key benefits. Visual Impact was strong, with excellent copy readability, which is usually the weakest part of most print ads, often due to its space in the layout, and/or lack of readability. Even here, key benefit enhancement in the copy, especially in emotional terms, would have made for greater impact. Also absent was Permission-to-Believe, which is vital in the skin care category. A little more news value/discovery factor that focused on her needs would have made this segment nearly perfect, as was overall Consumer Appeal.
theBrandAudit analysis explains the 79.15 score. Product segment strength was due to the new type of exfoliator and its“expected” immediate, yet gentle results. However, the name Overnight and “wake up each and every morning with a smoother, younger-looking…” were not realized after several uses. While a strong promise is a key trial motivator, it becomes a “danger” if “some” benefits are not realized after five night’s use.
Strong Position Needed
Positioning should be considerably stronger with a more innovative product name to preempt a new segment of the skin care/anti-aging category. This creates news and competitive advantage, while putting others in the unenviable “catch-up” position. However, over-promising in a name or an ad; i.e., “instant” or “overnight,” contributes to consumer distrust of advertising. Everyone knows that claims which are not perceived in actual use will be detrimental to brand trust, and even industry trust, yet they continue to be used. No wonder consumers are using social networking for the real scoop. In addition to strengthening the Positioning segment of the audit, a new segment/category name would have boosted sales potential, as well as rise above the usually challenging Competition category. Marketing Potential scored in the higher range compared to prior audits because of its inherent news value.
All in all, the brand’s new, more upscale advertising approach, with the logical and conversational tone of the copy, plus the guarantee wrap-up, is likely to lead the way to a new surge for StriVectin.