The global personal care market that stood at about $13.33 billion in 2018 is expected to register a CAGR of 9.4% from 2019 to 2025. It means that the market would be open to more players entering the industry, including the ones that have already cemented their place there.

That's precisely why we see so many ads by different brands on our Facebook or Instagram feed. However, as people continue being bombarded with new products and services, almost 95% of the brands fail to make an impact on the audience's consciousness.

That's where branding comes into the picture. Boosting your brand awareness would require you to share your brand values with customers and creating trust-based relationships with them, as was done by these three personal care brands that teamed up with TikTok for better branding.

1. L'Oreal

L'Oreal had an extensive presence amongst people of all age groups. However, it wanted to reach out to a new audience with its hair food brand Garnier Fructis.

Objectives

Garnier Fructis wanted to make inroads into the younger population, especially amongst Gen Z and millennials in Belgium.

Approach & Solution

Garnier teamed up with TikTok and used its TopView and In-Feed Ads to run two short and punch ad formats to increase awareness around its product.

As the TopView ads dominate the entire screen after the app is opened, they result in maximum brand awareness for a product. These ads autoplay with the sound-on, pulling in users to drive mass exposures. For Garnier Fructis, these TopView ads pushed users to an external link, which took them to an eCommerce landing page for Garnier Fructis.

The In-Feed Ad runs for only one day but is guaranteed to pop up amongst the first In-Feed Ads that a user sees. Garnier Fructis' In-Feed Ad creative used bright colours, bold fonts, and a catchy soundtrack, which made it quite eye-grabbing. Also, they showcased visual proof with before and after shots, along with the key benefits. These ads popped up for less than 15 seconds during which they delivered the key brand messaging, thereby spreading brand awareness in a very organic way.

The Result

Both the ads together drew 3.7 million impressions, which was much higher than the benchmark. The click-through rate and engagement rate for TopView Ad were 22.83% and 24.20%, respectively. The In-Feed Ad also delivered well-above the benchmarks with about 6% engagement rate.

The Belgian sales for Garnier Fructis improved significantly by 52% in the following month, compared to the same time last year. Also, the campaign turned out to be a massive success with more than 42,000 unique page view to the e-commerce landing page in only two days, compared to the 250 average per-day reviews.

2. Maybelline

Maybelline was about to launch its flagship Volume Express Hyper Curl Mascara to create a space for itself amongst a young audience.

Objectives

Maybelline's primary target audience had always been strong, independent, sophisticated, and mature women. However, it now wanted to boost its brand favorability amongst the young, tech-savvy female consumers.

Approach & Solution

As Maybelline was looking forward to building a girl-friendly image for Hyper Curl, it brought onboard Reiko, a popular influencer, to film a video themed 'Mascara Boyfriend', which would convey the dual concepts of 'being loved' and 'being cute' to the young female audience, where there is a high demand for curled eyelashes.

The video didn't highlight product features but instead employed a metaphor that compared eyelashes to boyfriends. The metaphor delivered the message that regardless of the efforts that you put in, like boyfriends, your eyelashes are also not always what you want them to be.

As the lyrics echoed the thoughts of young girls, the customized song conveyed their feelings accurately and resonated with them. The Hyper Curl Mascara made an entrance into the video at the end and promised to solve all their eyelashes-related problems with its curl lock formula.

TikTok promoted the video as an In-Feed Ad. It soon went viral and brought in massive engagement, thereby driving large-scale awareness.

The Result

The video brought in high engagement with 48,700 likes, 2,907 comments, and 709 shares in just one day, thereby expanding the target audience. The Brand Lift Study found that the campaign boosted Maybelline's brand awareness and brand favorability by 80% and 47.9%, respectively.

3. Yves Rocher

Plant-based cosmetics company, Yves Rocher, wanted to brand its sustainable and botanical beauty products. In doing so, it wanted its target audience to associate its brand with 'natural beauty'.

Objectives

Yves Rocher wanted to reach out to beauty-conscious millennials and Gen Z'ers to brand itself as a cosmetics company that relies on botanical beauty products.

Approach & Solution

Yves Rocher used In-Feed Ads to share its vision of sustainability and acceptance with millennial and Gen Z women, who were equally passionate about the changing beauty perceptions.

Its ad campaign celebrated imperfection with the tagline "Imperfezioni K.O! Scelgo la Natura", which translates to "Imperfections K.O! I choose natural" in English. The idea was to deliver the message that these imperfections are part of your personality and are instrumental in defining you.

In its In-Feed Ad, it used a video of a popular beauty influencer to display this attitude through boxing. The campaign's key takeaway was delivered by a voiceover and a positive soundtrack.

The Result

The ad campaign significantly drove Yves Rocher's brand awareness amongst Gen Z with a click-through rate of 1.51% to the brand's landing page. Also, an exceptionally high engagement rate of 4.4% showed that the message resonated with Gen Z, which was incredible, considering that Gen Z's average scrolling attention span is only three seconds.

So, What's Your Ad Campaign is Going to be Like?

Just make sure that it embodies the values that you envisaged for your brand when you first started out. Based on your target audience, you can either enlist the help of a freelancer or go solo with your in-house team. For any Ad campaign to be successful, the delivered message has to resonate with the potential customers.

References

1. https://www.statista.com/topics/3137/cosmetics-industry/

2. https://www.grandviewresearch.com/industry-analysis/organic-personal-care-market

3. https://commonthreadco.com/blogs/coachs-corner/cosmetics-marketing-industry-trends

4. https://www.emarketer.com/topics/industry/personal-care-beauty