Ladies, how healthy are your nails? Are they strong enough to slice through the top of an aluminum can? No? You're obviously not painting your nails with Nivea Calcium Power polish.
The fantastic ad for TBWA, Vienna tackles a desire many women have using visual extremism.
Instead of focusing on the internal, invisible health benefits of the added calcium, they focused on the aesthetic advantages the nail polish provides.
Implications - This approach is an effective one that caters to the modern generation of consumers, whose primary concern is often routed in presentation and aesthetics as opposed to quality and purpose. Nail care is a primary concern for many women, and with the variety of competition that exists in the industry, an approach like this one is sure to make a lasting impact.
What Makes This Trend Stand Out
- Aesthetic-first Marketing
- Marketing approaches that prioritize visual appeal and aesthetics over function and internal benefits can capture the attention of modern consumers who value presentation.
- Extreme Visuals
- Advertising campaigns that use visually extreme examples to showcase product benefits can effectively communicate the value of a product to potential consumers.
- Competitive Personal Care
- In a crowded personal care industry, focusing on unique and novel approaches to traditional products can give companies a competitive advantage.
Sectors Adopting This
- Cosmetics
- The cosmetics industry can leverage aesthetic-first marketing and extreme visuals to showcase product benefits and maintain a competitive edge.
- Personal Care
- Personal care companies can differentiate their products by exploring novel approaches and emphasizing unique benefits, such as nail polish that can cut through metal.
- Advertising
- Advertising companies can explore extreme visual campaigns that offer a unique approach to promoting products across various industries.
