Aveeno’s Fresh Take on Celebrity Endorsement

by iriszhou

Having celebrities endorse products such as cosmetics and skincare is certainly not a new tactic in the marketing world; however, Aveeno has surged through the competition with a new television advertisement that dispelled the old, conventional method of endorsement.

 

Competition Spotlight: L’Oréal Paris

L’Oréal Paris communicates their brands’s value to customers by aligning products with celebrities. For example, in Beyonce’s new foundation ad, she praises about the product being long – lasting, oil free, and fragrance free, features that customers often seek for when buying a new foundation. The ad is effective in that it clearly communicates to the customer the reason for choosing the product over competitors. Furthermore, the idea of Beyonce using the same product also connects with customers who aspire to be like her – a women who is fierce, confident, and stunningly beautiful.

 

Aveeno Strikes with New Ad 

Most, if not all, cosmetic companies have used or are using celebrity endorsements. The traditional way of having celebrities boast about the product and act full of joy after using it is saturated to the point where it is losing its effectiveness since virtually every company is doing it. Aveeno, however, decided to change the way it is communicating its products, and this particular ad caught my eye:

https://www.youtube.com/watch?v=MNnEvVP5MPI

Instead of directly communicating to the audience, the short 30 – second promotion shows Jennifer Aniston in her every day life, getting phone calls from various companies seeking for her endorsement. She swiftly turns down all of them when finally, Aveeno calls just as she finished lathering herself with their lotion, to which Jennifer accepts their offer of endorsement. Although the ad did not directly feature Aveeno’s product or communicate its benefits, it was still effective in that it placed Aveeno above competing brands in the eyes of Jennifer Aniston, who is also an individual many women aspire to. Furthermore, the uniqueness of the ad and its slight, comedic tone resonates with the audience long after the ad is over, and because it is memorable, customers will be more likely to remember Aveeno in light of competition on their next shopping trip to the department store.