These Rowenta Appliance Ads Promise Individual Style
Amelia Roblin — June 29, 2011 — Marketing
References: publicisbold & adsoftheworld
People play with clothing, accessories and makeup to develop trademark looks, and these Rowenta Appliance ads offer the implements that will help them to devise their own distinctive styles.
The Publicis Bold advertising agency of Istanbul, Turkey, decided that it would be difficult to make a print that pictured a person work. Not knowing her intimately, consumers would thus be unable to agree that her hairstyle is well-suited to her personality. Therefore eliminating the need for a model, the campaign uses strands of hair arranged into calligraphic text, spelling the first names of hypothetical women. In this way, the Rowenta Appliance ads for hair straighteners and curling irons suggest identity quite successfully.
Implications - Consumers often crave popular products that still allow them to express their individuality. Advertisers can communicate distinctiveness using suggestion and the absence of a model whose image might impose on such a concept.
The Publicis Bold advertising agency of Istanbul, Turkey, decided that it would be difficult to make a print that pictured a person work. Not knowing her intimately, consumers would thus be unable to agree that her hairstyle is well-suited to her personality. Therefore eliminating the need for a model, the campaign uses strands of hair arranged into calligraphic text, spelling the first names of hypothetical women. In this way, the Rowenta Appliance ads for hair straighteners and curling irons suggest identity quite successfully.
Implications - Consumers often crave popular products that still allow them to express their individuality. Advertisers can communicate distinctiveness using suggestion and the absence of a model whose image might impose on such a concept.
Trend Themes
1. Personalized Styling - Brands can leverage the desire for individuality by offering personalized styling products and solutions.
2. Innovative Advertising - Ad agencies can use creative and unique approaches like calligraphic text made of hair strands to promote brands and products.
3. Non-model Campaigns - Campaigns that feature the absence of models can suggest identity and allow consumers to imagine themselves as the customer in a given scenario.
Industry Implications
1. Beauty - The beauty industry can create and promote hair styling products that give consumers a sense of individuality and personalization.
2. Advertising - The advertising industry can incorporate innovative and unconventional methods to promote brands and products in a way that engages and connects with consumers.
3. Fashion - The fashion industry can work with beauty brands to create cohesive looks that incorporate personalized styling products for a unique and individualistic style.
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