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Brand building tips

Prevage Body by Elizabeth Arden16 Jun

I was reading a copy of Harper’s Bazaar on the way back from London, where I studied customer-focused marketing at LBS, and an ad of a product called Prevage Body by Elizabeth Arden caught my attention. Before I start giving you an exact description, here is a photo of this ad:

Prevage

You might not see it clearly on this image, but there’s a headless body of a plastic doll. On the right side of the plastic body, you see descriptions of various problems attributed to different parts of the body. As I was reading one after another, I was getting slightly shocked:

Decolletage: “Maximum exposure means dreaded age spots, fine lines and crepiness. Freckles are definitely not cute any more.”

Arms: “Dryness, sun damage, rough, bumpy skin. Loss of firmness and elasticity. To check, do the wave test.”

Stomach: “Weight gain and loss. Childbirth. Need to say more?

Hands: Age spots, dry, thin, skin. Exposure to sun and environmental irritants. Hands reveal it all.”

The Bottom Line: Loss of firmness and tone. Stretch marks and sagging. It’s time to take a firm position.”

Legs: “Roughness and sun damage, dryness and dimpled skin. Only one other thing makes them look better — beautiful shoes.”

Amazingly negative, right? The parts of text in bold have been highlighted by me as particularly sad. I could have probably highlighted the whole thing.

My first question to myself as I was reading this was, “Do women REALLY have such a HORRIBLE self-image?” And, if, sadly, they do, is this kind of positioning going to do any good for this, presumably effective product?

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One Response to “Prevage Body by Elizabeth Arden”

  1. Jenn Graves Reply

    Hi there,

    I am looking to profile this ad in a piece I am writing and I’d like to determine which issue of Harper’s Bazaar it appeared in. Do you, by chance, know what issue (Month and Year) you saw it in?

    Thanks,
    Jenn

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About Olga

Olga Slavkina is an international brand and marketing strategy expert based in Brussels and managing partner of SCHMOOZY FOX. Originally from Latvia, Olga was educated in the United States, where she was a Fulbright student at The Fletcher School (Tufts University), and Spain. She holds an MBA from IE Business school in Madrid, which holds the No. 1 position in the 2012 Financial Times ranking of European business schools.

Fluent in several European languages, Olga works with companies around the world to help them launch new products and services, reposition existing ones, and make them relevant and meaningful to their customers.

Olga’s expert opinion on branding and marketing has been featured in Financial Times, TechCrunch, Personal Branding Blog and other publications. Olga’s concept of Funky Brands™ has been nominated for the Accenture Innovation Award 2011. Olga tweets as @schmoozyfox.

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SCHMOOZY FOX is based in Brussels, Belgium and serves customers internationally.

 

Email: olga (at) schmoozyfox (dot) com