The name and the package says it all for the new Stay Matte Clarifying Foundation from Rimmel.
For example, “12 hour wear” says that it will stay on a very long time. But putting the beauty benefit in the name is as close to nirvana as you can get. Stay Matte says how you will look—fresh and not oily—and thereby creates a visual in the consumer’s mind that she will look better, longer. Anytime you give the consumer more of what she bought it for, you will have a very satisfied user. The matte name also projects the psychological benefit of being in fashion, also supported by the brand position, “get the London Look.” Combining a real and aspirational benefit in one name is difficult, but when you do, it’s a winning combination. The ultimate naming benefit is to create one that creates a new segment or category (see Root Awakening in April 2009 Happi).
Packaging that Grabs You
Now consider the package, and then imagine it on a store shelf. That Stay Matte benefit, so bold and dramatic on the package, just reaches out to grab the consumer as she walks by. We all know that packages have to work harder than ever, especially with advertising budgets not as bountiful as before. For cosmetics, the small size of traditional components makes standing out a usually insurmountable challenge. In many cases, the color of the product itself is the attraction value. In foundation, ounce for ounce, a flat tube generally has the size advantage over a round bottle. And when the design creates a benefit billboard, you have a coup. Kudos to Rimmel designers.
As good as the total 88.81 score in theAdAudit is (driven by Headline and Visual Impact), it would have been higher still with some Permission-to-Believe and/or Permission-to-Buy, just find a reason to send her to the website, boosted with some emotion in the copy. A neat (and rare) feature is that the “copy” is in the No. 1 readership position, upper right hand corner. What a concept, copy that you can actually read! A little more engagement and emotion would have sealed the deal for an even higher score in Consumer Appeal. All-in-all, a very good launch package and learning for all.