Winter, flowers withered, women are still unremittingly defending the beauty. Businessmen have long been on the woman's love of beauty in-depth marrow research thoroughly, they know more than women to take care of them. In the dry winter, women need to moisturize, many cosmetic companies have launched hydration, whitening series of skin care products. This issue of the display of skin care products advertising has a **** the same characteristics, is to use water to do articles, interpretation of "women are made of water" this theory.
"Jiaxue Aloe Vera Moisturizing Cream" water beads 04
Client: Yaqian Cosmetics Co.
Advertising Agency: Yaqian Cosmetics Co.
Creator: Brand Team Members
Creative Exposition:
As noted in the Aloe Vera Moisturizing Cream, the aloe molecules contained in the Aloe Vera Moisturizing Cream, as well as the 24% of the aloe molecules contained in the aloe molecules contained in the aloe vera. Aloe Vera molecules and 24 hours continuous moisturizing. With the young and fashionable woman as the main character, it emphasizes 24-hour moisturizing and highlights the effect of its use: watery skin. The 24-hour moisturizing effect is emphasized through the depiction of 3 time periods: morning, noon, and night.
"Qingyi Deep Hydration Cream" Drinking Water
Client: Yaxian Cosmetics Co.
Advertising Agency: Yaxian Cosmetics Co.
Creator: Brand Team Members
Creative Statement:
By: "Let your skin drink water. "Let your skin drink water" is the advertising slogan, the whole film emphasizes the watery feeling, giving people a deep impression of watery. Highlight the effect of watery and delicate skin. Described through the expression of skin so hydrated that it can be pinched out of water.
"Water White Crystal Highly Moisturizing Cream" by Cecilia Cheung
Client: Sofitel
Advertising Agency: AOI United Advertising (Guangzhou)
Creator:
Creative Director: ALAN LEE
Brand Management General Manager: Zeng Hao
Director: ALAN LEE (B.L. LEE)
Creative Statement:
Working with Cecilia Cheung for the 3rd time in Water White Crystal, the director and her have formed a tacit understanding. More aesthetically capture Cecilia Cheung's demeanor, but also achieve the unity of texture and form - "watery, white, but also crystal clear", which is the theme of this piece.
The creative appeal comes from 3 words "water white crystal". She is both a brand name and the state of skin that women desire to have.
So, the effort from creativity to execution is to make the article of "water" full.
In the beginning, Cecilia Cheung opened her mouth "snorting" two sounds, simulating the spraying of water on the face, followed by a series of springs, water curtains, water, water, water on the face of the face, the water surface draws clocks and other clever cuts, is not purely the wonderful dynamics of the water, and more "tender", "white", "soft", "white", "white", "white", "white", "white", and so on. "Watery", "white", "crystal" are presented separately. The recurring "water white crystal" brings out the promise of "24-hour continuous moisturizing twice a day". Cecilia Cheung's pure image, with Audrey Hepburn-style hairstyle, cute and lovely. Hepburn-style hairstyle, lovely moist "water white crystal" feeling jumped out - "everyone together, water white crystal.
"Colorful Pure Snow Lotus White Cream" by Tao Hong
Client: Lafonte Group
Advertising Agency: Guangzhou Ligao Longyin Advertising Co.
Producer: MAY
Director: LI Xingzhong
Creative Statement:
Is Colorado a small woman?
The idea of "Colorado" is to be a small woman, but it is not a small woman.
A little bit fresh, a little bit naive, a little bit mature;
Enjoying other people's pampering is also absolutely self-pampering ......
These little women who are both loved and envied by others are precisely the exclusive favorites of Colorado Pure.
The little woman's little like - Colorful pure market positioning
Little woman like white. White clothes, white snow ...... especially like skin than others a little white, and then white a little.
White is a dream that never pines in the heart of a little woman;
White has become a bridge between Colorado Pure and a little woman.
As a result, Colorado has entered the market with "White", making a beautiful promise to the little women - "100% Colorado 100% White"!
A simple white for a small woman - a simple idea
A white for a small woman is as fresh and pure as a blossoming snow lotus. Only the simplest expression, but also vivid to the extreme.
The picture is simple. Only the red of the product, the beauty of Tao Hong, pure white background, without a little extra impurities.
The narration is simple. Almost every sentence brings out the tantalizing "white", "snow lotus pure white, a white to the end", "no impurities, translucent white".... ... the little woman heart, then began to bloom snow lotus white dream.
Who is the cutest little woman - the star's choice
Speaking with the stars is still the road to branding. Let the star of the smallest woman unleash temptation with Colorful Pure, we put our eyes to look left and right and saw Tao Hong. Her ordinary, unique temperament just shows the unique flavor of the little woman, and she is used to interpret the beauty of Colorado Pure's little woman, not too strong, not too light, the flavor is just right.
The triumph of the little woman
Tao Hong, the loveliest little woman, has not only captured the public's little woman's heart for Colorado Pure, but also captured the snowflake-like order form.
The market testified that the little woman had achieved an absolute victory!
"Avon New Life Regenerating Cream" plus or minus
Client: Avon (China)
Advertising Agency: Publicis Advertising Co. Chen Jingru
Client Assistant: Xin Jia
Creative Director: Wan Lifeng
Copywriter: Wan Lifeng Kong Guanzhu
Art Director: Tan Hao Wen
Producer: Li Zhiliang
Creative Exposition:
The "plus/minus" chapter of Avon's new regenerating cream is based on the idea that age is the most important factor in the development of the skin.
The film interestingly symbolizes skin problems, using the visual connection of "+" and "-" to directly and vividly show that Avon's New Vitality Renewal Cream reduces the signs of aging in the skin and helps women realize the desire for youthful skin. The visual connection of "+" and "-" directly and vividly expresses Avon's desire to help women realize younger skin by reducing the signs of aging.
"Flower of the Orient" Fine Deep Hydration Cream - Eight Cups of Water
Client: Flower of the Orient
Advertising Agency: Guangdong Pingcheng Advertising Co.
Creator: Mr. Liu Shan, Mr. Zhou Xiangjian
Creative Statement:
Creator: Mr. Liu Shan, Mr. Zhou Xiangjian
Advertising Agency: Guangdong Pingcheng Advertising Co.
Creative Statement:
The main function of Toyo Kohan's Deep Hydration Cream is to "replenish enough water" to the skin. After analyzing the target consumer group, it is known that women who love beauty know very well that in order to keep their skin hydrated throughout the day, it is necessary to consume at least 8 cups of water every day, but very few people insist on doing so. Convenient and quick beauty is the most urgent need of modern women, the creators seized this psychological, the efficacy of 8 cups of water and Toyo no Hana Deep Hydration Cream 0.8 grams of efficacy equivalent.
By showing the heroine's soft skin and the heroine's recommendation, the idea tells consumers that they don't need to drink 8 cups of water, but only 0.8 grams of Toyo no Hana's Deep Hydration Cream to have soft and clear skin.
In terms of creative expression, through the heroine in the use of Toyo no Hana Deep Hydration Cream when the skin issued a "grunt, grunt" sound of drinking water, the 8 cups of water are "drinking" the interesting plot, vivid, clear expression of as long as the use of 0.8 grams of water every day, the skin is not necessary to drink 8 cups of water, but only 0.8 grams of water. Toyo no Hana Deep Hydration Cream, you can let the skin drink 8 cups of water every day, so that the skin is soft and clear. "0.8 grams" and "8 cups of water", a huge digital contrast to form a strong contrast and memory, Toyo no Hana Deep Hydration Cream effect of the magic is self-evident.
Small Nurse New Vita Nutritional Moisturizing Cream,
Clean Zephyr 24-Hour Moisturizing Series:
Client: Small Nurse
Advertising Agency: Publicis Shanghai
Creator:
Creative Director: Lin Hazel Fang
Art Direction: Zhu Jiayue, Wang Hui, Yi Miao
Copywriting: Jiang Qian, Song Wei
Copywriting: Jiang Qian, Song Wei
Copywriting: Jiang Qian, Song Wei, Song Wei
Copywriting: Jiang Qian, Song Wei Qian Song Wei
Creative Statement:
The Chinese skincare brand of the world's No. 1 cosmetic group, Garnier Research Center under L'Oréal, is no emperor's princess! Its new advertising style is very apt to the pursuit of the brand and the product: natural essence, healthy skin. The ice cubes containing fresh fruit extracts, spinning in the vigor and excitement, are the spiritual representative of Little Nurse, tacitly agreeing with the efficacy of each different product series.
A girl next door, yet very atmospheric and modern. This is the heroine of the new Little Nurse, a fresh and approachable interpretation of the global skincare philosophy of new natural technologies, plainly presented in the vast secondary cities of China.
The Little Nurse Clear Zephyr series is a metaphor for skin that has lost moisture and is inelastic, in the form of a ball that has lost its moisture!
The Little Nurses Vita Nutrition range, with its dry, tight sweater, is a metaphor for the stinging, uncomfortable skin of the cold season!
Their solution, of course, is the refreshing and energizing "Little Nurse"!
Ting Ka Yee Whitening Moisturizing Cream
Client: Ting Ka Yee
Advertising Agency: Xinku Consulting (Shanghai) Co.
Creator:
Creative Direct: Lui Kam Shing, Lam Siu Keung
Director: Hu Jie Ling
Photographer: Wong Wai Kwok
Copywriter: Luk Chun Keng
Creative Statement:
After learning about Ting's Whitening Moisturizer, we naturally focused on its excellent moisturizing properties. However, looking at a large number of similar products, how to stand out from the crowd, directly and powerfully convey this claim to the audience and leave a distinctive impression became the center of the ad's creativity and the challenge.
The consumers of Ting's Whitening Moisturizer are women who are longing for love and are enjoying it. They are usually more emotional and proactive in their approach to love, but they are also a bit fragile and not confident enough. As a result, they are often willing to make every effort to defend their ideal love. How to combine this subtle psychological need with the moisturizing function of the product becomes the key to whether our advertisement can capture the audience. In this case, "Lock moisture, lock love" surfaced.
What form and carrier should be used to convey the creative theme of "locking moisture, locking love" to the audience in a perfect, vivid and profound way? Thus, a transparent lock filled with water directly and innovatively became the focus of this advertisement. In the plot of the advertisement where Tingka Yee Whitening Moisturizing Cream moisturizes and nourishes the girl for a long time to win her tender and delicate face and to win Prince Charming's love, this magical lock representing Tingka Yee Whitening Moisturizing Cream's "locking up water, locking up love" not only enables the girl to realize her longing for love but also enables the advertisement to catch the audience's attention quickly, making the advertisement a perfect and profound communication of this creative theme of Tingka Yee Whitening Moisturizing Cream. The Ting Family Whitening Moisturizing Cream stands out among similar products.
Ding's Ginseng Whitening Cream
Client: Ding's Ginseng
Advertising Agency: Xinku Consulting (Shanghai) Co.
Creator:
Creative Director: Lui Kam Shing, Lam Siu Keung
Director: Hu Jie Ling
Photographer: Wong Wai Kwok
Copywriter: Lu Chun Qiong
Creative Description:
Many women often use make-up powder to cover up some minor imperfections on their faces. However, through analysis and research, makeup powder and other cosmetics and skincare products with less natural ingredients need to add the heavy metal lead to their ingredients in order to achieve the purpose of covering up, and this is prone to bring negative effects to the skin's health while covering up the blemishes, leading to more and more blemishes. Over time, it will form a vicious circle.
To improve and completely solve this embarrassing situation, you need to switch to natural skincare products, and from this perspective, it is easy to highlight the "natural" advantages of Ding Jia Yi Ginseng Whitening Cream.
However, most women don't know about this, and this lack of understanding is the best entry point for us to express our creativity. In the commercials, we repeated the phenomenon of "constantly replenishing powder" and its harms to draw consumers' attention to the fact that "lead whitening produces a sense of dependence", which naturally leads to the natural ginseng whitening concept of Dingjiayi's Ginseng Whitening Cream. At the same time, after using the advertised product, the skin color of the female lead actress appeared to be more tender and whiter under the anti-conventional black background, which made consumers accept the product quickly and create a clear memory of the difference under the great visual impact. Ding's Ginseng Whitening Cream stands out as a "natural" product!
Longrich Snake Oil SOD Honey
Client: Longrich
Advertising Agency: CTS New Vision
Creative Statement:
Highlighting the selling point of the high purity of refined snake oil and liposomal SOD. Claims focus on the efficacy of the description: can be quickly absorbed by the skin, and in the skin surface to form a layer of sheep protection film; deep nourishment, effective anti-aging skin, to prevent skin dryness and wrinkles produced ......
The main consumer group of the product is the common people, in order to make it close to life, easy to understand, and persuasive, so advertising did not invite celebrities as spokespersons, but directly with the product interpretation.
Megaman CQ Series
Client: Megaman
Advertising Agency: Shanghai Tianlian Advertising Company
Creative Statement:
The CQ Series is a product line of Megaman that communicates with the young people, which is based on the brand platform of Megaman, "Sincere Care, Trustworthy". "
The CQ series is a product line of Mecaline that communicates with the young community.
In the 2004 advertising creative work, based on the characteristics of the product line (containing CQ skin activation factor), and the past few years in the "vitality of the skin" on the accumulation of communication, we decided to continue to "vitality of the skin" as the origin of the creative. In this way, the visualization of "vitality" became a difficult part of our creative process.
In the long-term tracking research, we found that "skin elasticity" is an important indicator of vitality for consumers to judge whether the skin is young or not, just like a drum surface with good texture, which will emit a full and melodious sound when it is struck, so is it not natural to associate the change of the sound by pressing on the skin with elasticity? At this point, the creative expression has been finalized! Through the press action, which is common for girls to maintain their skin, it produces the rise and fall of the audio cursor visually and the dynamic rhythm audibly, which is the best performance of skin vitality!
The scene opens with a fresh woman, who inadvertently flicks her tired cheeks, as if touching a sound displaying the skin's vitality index, and the sound cursor flashes weakly, bringing out the common girl's question of "not enough skin vitality.
When the magical CQ skin-energizing factor rises from the MEGAMAN? series of products and works on the skin, the girl presses the skin happily, and the sound cursor changes immediately, and all of them rise up to the highest point in a lively way!
Simple concept just buckle on the fundamental need to reflect the youth of the skin, just 15 seconds will be enough to complete the advertising message communication, but also so that the entire listing activities in the media placement on the more flexible performance of the chips, for the upcoming battle to create a greater advertising effectiveness.
Olive Oil Multi-Action Repair Series
Client: Procter & Gamble (China)
Advertising Agency: Century Great Wall International Advertising (Guangzhou)
Creator:
Creative Director: Lai Chih-Yu
Associate Creative Director: Leung Sheung Lai
Art Director: Lin Yan Yu
Copywriter. Yue Li Xing
Creative Statement:
This is a new campaign that has been reorganized as the product line grows.
The target group for the Multi-Active Repair series is mature, confident, edgy, career-oriented, and conscious of their own performance. The shooting style of this series of advertisements is in line with their taste: fashionable, avant-garde and rational.
The biggest breakthrough of the three advertisements is the ingenious choice of the same story scenario: an advertisement shooting site, and the three professional women in the scenario: models, designers, and directors, to play the protagonists, each of them talking about their own skin problems, and skillfully linking the three products of the whole series.
The beauty of it all is that these three women's professions not only appear naturally in the same story, but they are also very representative of the target group: they work at a very fast pace, work and rest are not regular, and they are under a lot of pressure, all of which naturally puts their skin to the test more than the average. At the same time, they are women who have the highest expectations of beauty and are in the center of attention. They represent the fashion. Leading the trend, is the object of envy of women to follow. Therefore, they are persuasive to women, since not to say.