Marketing Should Be Fun And Creative!
Marketing Should Be Fun And Creative!
How Kiehl's and The Ordinary Are Reimagining Marketing For Skincare
Skincare often feels like serious business with 25-step routines, but two brands have injected a refreshing dose of fun and playfulness into their marketing strategies. Kiehl's and The Ordinary are shaking up the beauty industry with campaigns that not only challenge norms but also make skincare education entertaining and accessible.
Kids Rule the Playground With Kiehl’s
Kiehl's has flipped the script on skincare marketing by advocating for the preservation of childhood innocence. They have recognised that even the youngest among us are bombarded with messages about serums and face masks, Kiehl's boldly declared that kids should be…. well, kids! Instead of worrying about retinols and actives, they should be out playing knock down ginger and running around the playground.
Their campaign not only encourages carefree play but also challenges the today’s extreme consumerist culture by saying, "Hey, it's okay not to be a customer." It's like a breath of fresh air and Kiehl's reminds us that sometimes, simplicity is the best strategy of them all.
The Ordinary's Affordable Approach To Teen Skincare
The Ordinary has released a gentle yet effective skincare regimen tailored specifically for teens looking to begin their journey to clear skin, all at an affordable price point. This launch aligns with Kiehl's recent digital campaign, which suggests that complex skincare routines are more appropriate for adults rather than young people. It is not lost on us that The Ordinary has consistently spotlighted young individuals in their marketing materials, but with this post, they are emphasising a deliberate distinction between their target demographic and the wider customer base.
Breaking Down Skincare Myths, One Ingredient at a Time With The Ordinary
Alongside their mini-digital campaign, The Ordinary also took to the streets with an out-of-home (OOH) campaign that's as eye-catching as it is informative. Ever heard someone say, "Chemicals are bad for your skin"? Well, The Ordinary is here to set the record straight! Through visually striking installations, they're debunking myths and educating consumers about the science behind skincare ingredients.
Their campaign doesn't just stop at debunking myths. It's also about empowerment. By showcasing the research and development behind their formulations and offering affordable alternatives to high-end, expensive products, The Ordinary is democratising skincare for all customer. Everyone deserves to have great skin without breaking the bank.
Where Fun Meets Education
What's fascinating about these campaigns is how they connect on the idea of prioritising authenticity and education in skincare marketing. While Kiehl's champions carefree play for children, The Ordinary empowers consumers with knowledge about skincare ingredients. It's like the perfect skincare duo, with one focusing on maintaining innocence and the other on empowerment.
Kiehl's and The Ordinary have shown us that marketing doesn't have to be serious business. With a splash of playfulness and a dash of education, they're redefining the way we think about skincare and creative brands should do the same.
So next time you're thinking about your marketing campaign, remember to have fun with it!
Key Takeaways for Brands and Creatives
Authenticity Is Key - Consumers crave authenticity in a world saturated with advertisements. By staying true to your values and championing causes that resonate with the intended audience, brands can build trust and loyalty.
Education Can Be Fun - Skincare education doesn't have to be dull and technical. Kiehl's and The Ordinary have shown that you can educate consumers while also entertaining them. Get creative with your messaging and make learning about skincare an enjoyable experience.
Challenge the Status Quo - Don't be afraid to challenge norms and shake up your industry. Whether it's advocating for childhood innocence or debunking skincare myths, bold moves can set your brand apart and spark meaningful conversations.
Prioritise Inclusivity - Skincare should be for everyone, regardless of age or budget. By offering affordable alternatives and promoting accessibility, brands can make a positive impact on consumers' lives and empower them to feel confident in their choices. The same applies to the majority of industries, from fashion, beauty treatment, fitness to name a few.