Comparison of Integrated Marketing Communications for 2 Brands in the skincare market
- This is a preview of the essay.
To view the full text you must login!
Body wash was introduced to the market almost ten years ago as a replacement for soap and almost instantly became a huge success. The idea of using a liquid soap as opposed to a soap bar is more appealing to most people, especially between the ages of 18-40. Pharmacies, super markets and cosmetic stores, carry between 10-25 different kinds of body wash brands in their store, depending on the particular brand and their channels of distribution.
The two brands to be discussed below can be purchased at most pharmacy chain stores, supermarkets, specialty stores (cosmetics), and the internet. Although both brands promise to cleanse the body, each concentrates on a different advertising problem. The brands to be discussed are Body Clear Body Wash, by Neutrogena, and Clairol's Herbal Essences, Botanicals Moisturizing Body Wash.
Clairol spends more money on their advertising per year for Herbal Essences than any of their other brands. In 1997 alone, Clairol spend $39,005,100 to reposition Herbal Essences and launched the "Totally Organic" campaign to increase their market share and sales volume. The response was a 36% increase in Clairol sales and 168% for the actual Herbal Essences products.
The idea behind the campaign was to go beyond how good the product was at cleaning, and actually concentrate on the actual experience of washing yourself...