Advert Analysis
Advert Analysis
Miss Dior Advert
● The actor is posing as seductive to try and lure and invite the consumer to purchase the product
● The actors pose suggests that wearing the perfume makes you prettier and like her
● The actor does not look like the average consumer, this is done to again make the consumer think they will look like this if they purchase the product.
● The position of the perfume creates the idea that the actor using the perfume daily, indicating to the consumer it is of high quality.
● The target audience is white, young adult women.
● The background is white which creates an idea of cleanliness and innocence.
Macro Context
● The personal hygiene market size was values at $64.4 billion in 2021 and is expected to grow at a CAGR of more than 5% during 2021-2026.
● Revenue in the Beauty & Personal Care market amounts to $571.10 billion in 2023. The market is expected to grow annually by 3.80%
● Personal hygiene products have played a key role in the fight against COVID-19 and the sectors sales remain elevated as hyper hygiene consciousness has not subsided. Rising inflation is contributing to sector value increases, driven by the rising cost of raw materials (including palm oil) and energy.
● In the Beauty & Personal Care market, 37.5% of total revenue will be generated through online sales by 2023.
Environmental Responsibility
Sustainability has maintained importance both in and out of COVID-19. Consumers now expect sustainability. This goes beyond packaging and ingredients of products, and production methods are under scrutiny from consumers, who are interested in sustainability of a supply chain before buying a product. For example, this can be personal hygiene products being biodegradable.
Wellbeing and health
Awareness of personal health is important, driven by the current health pandemic. Consumers seek guidance as to which personal care products they should purchase to maintain a healthy lifestyle. A greater appreciation of the natural world amongst younger consumers had lead to rising desire for products featuring natural and clean formulations as consumers want to limit the amount of ingredients their skin is exposed to.
Cocooning
Studies show consumers are increasingly caring less about expensive exclusivity. Trends are emerging that show people want value - shunning lavish excess. Recently, the global pandemic, the war Ukraine and the cost of living crisis have all meant people have wanted to be more frugal and receive better value for money.
Be novel and experimental
Products featuring unique ingredients, fragrances, or formats tap into the new consumers desire to experiment. When combined with a rich cultural heritage and/or exoticism, strong potential exists to attract consumers seeking novel products. Opportunity exists for brands to develop products featuring unique ingredients or fragrance combinations, potentially taking inspiration from trending ingredients across the broader healthy and beauty industry.
● The actors pose suggests that wearing the perfume makes you prettier and like her
● The actor does not look like the average consumer, this is done to again make the consumer think they will look like this if they purchase the product.
● The position of the perfume creates the idea that the actor using the perfume daily, indicating to the consumer it is of high quality.
● The target audience is white, young adult women.
● The background is white which creates an idea of cleanliness and innocence.
Macro Context
● The personal hygiene market size was values at $64.4 billion in 2021 and is expected to grow at a CAGR of more than 5% during 2021-2026.
● Revenue in the Beauty & Personal Care market amounts to $571.10 billion in 2023. The market is expected to grow annually by 3.80%
● Personal hygiene products have played a key role in the fight against COVID-19 and the sectors sales remain elevated as hyper hygiene consciousness has not subsided. Rising inflation is contributing to sector value increases, driven by the rising cost of raw materials (including palm oil) and energy.
● In the Beauty & Personal Care market, 37.5% of total revenue will be generated through online sales by 2023.
Environmental Responsibility
Sustainability has maintained importance both in and out of COVID-19. Consumers now expect sustainability. This goes beyond packaging and ingredients of products, and production methods are under scrutiny from consumers, who are interested in sustainability of a supply chain before buying a product. For example, this can be personal hygiene products being biodegradable.
Wellbeing and health
Awareness of personal health is important, driven by the current health pandemic. Consumers seek guidance as to which personal care products they should purchase to maintain a healthy lifestyle. A greater appreciation of the natural world amongst younger consumers had lead to rising desire for products featuring natural and clean formulations as consumers want to limit the amount of ingredients their skin is exposed to.
Cocooning
Studies show consumers are increasingly caring less about expensive exclusivity. Trends are emerging that show people want value - shunning lavish excess. Recently, the global pandemic, the war Ukraine and the cost of living crisis have all meant people have wanted to be more frugal and receive better value for money.
Be novel and experimental
Products featuring unique ingredients, fragrances, or formats tap into the new consumers desire to experiment. When combined with a rich cultural heritage and/or exoticism, strong potential exists to attract consumers seeking novel products. Opportunity exists for brands to develop products featuring unique ingredients or fragrance combinations, potentially taking inspiration from trending ingredients across the broader healthy and beauty industry.
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