[When I was young...]
The young skin market is quite a special one. Torn between 3 channels of distribution (drugstores, pharmaceuticals & retail industry), the retail industry channel is quite in a crisis and has been decreasing for several years (i.e -3,3% in 2010). In this page you will be able to find information about this market and especially on Garnier, leader of the French market.
GARNIER: LEADER OF THE CATEGORY
With 12,5M€ of sales and a market share of 30,4% in 2010 (Iri data), Garnier is the leader of the category. The brand is really "focused on youth" as on its advertising campaign young people are everywhere to be found, also for all its other categories: shampoos, body care, deodorants etc.. With this coherent campaign the brand creates a legitimacy over the young skin market.
Here's an overview of some Garnier adverts for others categories:
You will find below 2 different TV ads of Garnier, each one covers a different gesture:
Target - Tinted Spot Roll-on
GARNIER: LEADER OF THE CATEGORY
With 12,5M€ of sales and a market share of 30,4% in 2010 (Iri data), Garnier is the leader of the category. The brand is really "focused on youth" as on its advertising campaign young people are everywhere to be found, also for all its other categories: shampoos, body care, deodorants etc.. With this coherent campaign the brand creates a legitimacy over the young skin market.
Here's an overview of some Garnier adverts for others categories:
The motto of Garnier (i.e "take care" or "prends soin de toi") shows that the brand wants to create a strong link between the customer and the brand. People trust Garnier and know the efficiency of their products. We should keep in mind that the brand name "Garnier" is pretty new as it used to be “Laboratoire Garnier”. So in 200 they decided, as Garnier is a l’Oréal brand, to change the name in order to give it a more “beauty” than “pharmaceutical” connotation.
On this very segment, Garnier developped a sub-brand called Garnier Pure Active, following the examples of NIVEA (Nivea Pure Effect), Neutrogena (Neutrogena Visibly Clear) or L'Oréal (L'Oréal Pure Zone). The creation of a sub-brand is a must in this market where consumers are looking for efficiency. By developing a sub-brand you demonstrate that your products are experts on the segment you play in. Moreover, all these brand names (Pure Zone, Pure Active, Pure Effect, Visibly Clear) represent he main need of a young consumer: a clear & pure skin.
Once we know which need the market is implying, we need to examine how a brand can answer this need. With the presentation of Garnier's range you can see there are 3 ways to have a clean facial skin: first of all you need to wash it (with toners, brusher or deep washing products), next you should heal spots (by using roll-on products) & finally you can take care of your skin by moisturizing it (by using the 24h moisturizer) and preventing spots from reappearing.
Once we know which need the market is implying, we need to examine how a brand can answer this need. With the presentation of Garnier's range you can see there are 3 ways to have a clean facial skin: first of all you need to wash it (with toners, brusher or deep washing products), next you should heal spots (by using roll-on products) & finally you can take care of your skin by moisturizing it (by using the 24h moisturizer) and preventing spots from reappearing.
You will find below 2 different TV ads of Garnier, each one covers a different gesture:
Target - Tinted Spot Roll-on
Wash - Exfo Brush
NIVEA RELAUNCH OF YOUNG SKIN CARE RANGE (2011)
When a brand faces a decreasing market share, its managers have to examine the reasons behind it. NIVEA VISAGE YOUNG product managers recognized that Garnier & Neutrogena had been taking advantage of NIVEA's young skin products obsolescence. So without changing any product formula a new NIVEA sub-brand was born: NIVEA Pure effect, supposed to better meet consumer's needs.
You can watch the change in communication with 2 videos posted below: the first one was made for the UK market in 2006 (former range NIVEA Visage Young) while the second one was shot for Italia in 2011. As you can see the second video focuses more on efficiency than the first one, and is more based on the fun experience.
NIVEA VISAGE YOUNG - UK AD 2006
NIVEA VISAGE PURE EFFECT - ITALIAN AD 2011
NEUTROGENA
When it comes to the teenager's market, brands don't hesitate to use celebrity endorsement, espcially when they are all the rage in high schools (One of the famoust campaign : PepsiCo one starring Beyonce, Britney Spears, Enrique Iglesias & Pink). Neutrogena pursues the same strategy starring in its ad some of the most famous teenagers like Vanessa Hudgens, superstar in the USA & in the anglo-saxon world (actress & singer in the High School Musical series). But why does a strong brand like Neutrogena call upon teen stars to sell their products?
Neutrogena Grapefruit Wash - USA AD 2010
L'OREAL PURE ZONE: GIVING UP?
In this market segment, L‘Oréal Paris only has a market share of 5,2% in value clearly being far behind the market dominants Garnier (30,4%), Neutrogena (29,7%) and Biactol (20,3%). The cosmetic manufacturer only remains 2-3 products in this category marketed under the brand name “Pure Zone”.
This range contains the following products:
- Deep exfoliating gel wash
- Deep pore clarifying gel
- Pore tightening toner
- Anti-blackhead moisturizer
Skin impurities can easily change the appearance of the skin if not treated fast and efficiently. These products are meant to efficiently and effectively clean blocked pores of impurities erase blackheads and bacteria to prevent the skin from new impurities. They contain salicylic acid which is antibacterial and exfoliating. The application should include a soothing product in order to calm the skin after the irritation of cleansing. Moreover, such deep pore cleansing products should not be used too often as it can have a counterproductive effect on the sebaceous production which can increase to protect the skin.
