The breakthrough roller application is a good example of real news/benefits, and not just a gimmick. But the ad misses a lot in projecting the makeup’s significance in both real and emotional benefits. The key innovation is that the roller sponge automatically applies and blends the crème-cake makeup over the face with no streaking and no fingers needed; i.e., foolproof, flexible coverage. You
simply can’t mess it up as the soft sponge rolls all over the face. What’s more, it feels good, and is fun.
|L’Oréal’s True Match Roller is a good product with an effective ad campaign.|
The new roller makeup is a real advance, however. You just can’t use too much at a time. And if you want a little more, just reapply, seamlessly. The look goes from sheer-to-more, with a soft matte finish.
Yes, because it’s blended in quickly, it can be a little difficult to move with your fingers and might even cause a bit of “balling” on occasion, but it’s really not needed as the sponge does the job. Yes, it’s not so great on dry or thin skin and yes, it’s not for everyone (what is?)— but the non-user, or those who don’t like the finger or puff-blending process of traditional makeup, will find it a delight. Another plus is that retouch-ability is a breeze, which gets no mention in the ad. Packaging is unique/interruptive, obviously because of the roller applicator. A neat trick is showing the shade through the clear cover, yet providing a “mirror” for use in application. The bottom of the compact is metallized with a reflective surface. Kudos.
The headline does have news value and stopping power, but doesn’t target with emotion or create dissonance with her current product. Good targeting is the essence of stopping the reader and establishing engagement. It is essential for your ad, in any category, to be as specific to the target market as possible. You want the reader to react, “they’re talking to me!” Whether real and/or emotional, the targeting headline must engage her with a direct appeal to her alone!
From the words in this headline, the target is foundation users who don’t get even coverage and who would understand the term “airbrush finish.” But that’s a too-narrow target and simply doesn’t do the product justice. Remember, whether she is basically satisfied with her existing makeup, or not a regular user, she needs a motivating end benefit that projects a beauty look beyond her current experience; i.e., the end-benefit, visual payoff,and, by inference, only with this makeup! The same could be said about the copy, which while descriptive and can’t be faulted for accuracy, just doesn’t create the consumer discovery experience.
A huge miss is directing the consumer to the product website (not the L’Oréal corporate site which takes forever to get you where you want to go), to see a video of delight, authority and conviction! A permission-to-buy coupon would be a nice touch to start the tidal wave. Hopefully, the bloggers will make up for the lack of touchy-feely in the ad.
Lastly, Consumer Appeal showed weakness for some of the same reasons, notably understanding of the consumers’ mindset and translating “airbrush” into perceivable new benefits for the mass consumer. Notwithstanding the less than wonderful advertising score (79.08, nearly effective), the product will overcome.