Health & Beauty

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Real beauties

The ugly side of the beauty biz? Not here. In this edition of Brand Diaries, we detail, month by month, the flawless execution that two high-profile brands – Dove and Garnier – underwent to produce campaigns that either helped put Canadian marketing on the map globally (in the case of Dove) or took an established international brand (100+ year-old Garnier) and orchestrated a sublime domestic launch. Read on.

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Dove story

Prior to 2003, ‘Dove wasn’t a beauty brand, it was a bar of soap,’ says Mark Wakefield, Unilever Canada’s marketing director of skin care and deodorants. But within that year, NYC-based global brand director, Sylvia Lagnado decides to move the positioning from a product of one to an entire beauty brand.

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Garnier Nutritionist: the making of a brand

Garnier, a division of Paris-based L’Oréal, is like a ‘battle horse’ in Europe, says Marcus Owtram, product manager of Garnier Canada’s Skin Naturals, able to launch products with immediate credibility. Not so in Canada. ‘Here, we only have had a year to pitch consumers on our skincare line,’ he says.

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Mr. Reach woos the ladies

He’s no Casanova, but Montreal-based Johnson & Johnson Canada is hoping a new advergame starring goofy spokes-cartoon ‘Mr. Reach’ will appeal to women 25-55. Early results are good: within a week of launching, ‘The Mouth of Mystery,’ built by Ottawa-based interactive agency Fuel Industries, had attracted 15,000 unique users. Participants earn a chance to win trips or instant prizes for each phase of the game they complete.

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Sold for parts

These days, you can buy almost anything. But the latest campaign for the Workers’ Compensation Board of Nova Scotia, by Dartmouth agency Extreme Group, plays up that nothing can replace the real thing when it comes to the human body. It features images of human limbs on display in stores, with the tag, ‘You can’t buy a new pair.’

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Threesomes are better

It’s being touted as the biggest brand launch in Unilever Canada history, a claim that’s not hard to believe.

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Inside P&G

For marketers wondering how long it would take for a gargantuan, old-fashioned firm to reinvent itself as a nimble marketing powerhouse – never mind whether it’s even possible – the answer is five years.

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Packaging you should NV

Increasingly, the store is the medium. NxCare, a Toronto-based manufacturer of nutritional supplements, gets that.

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International inspiration: Elexa’s Veronique Hamel

She’s an international woman of marketing.

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Sexual healing: Viagra’s Veronica Piacek

Let’s talk about sex.

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Dove: Brand beautiful

Brand managers the world over are understandably jealous. Imagine having the gumption to unearth and expose some of the neuroses women have about themselves, create a sensitive and believable marketing campaign, and then – yes – inspire change. In 2004, Unilever’s Dove dared to launch this as its new positioning.

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This anti-smoking effort ain’t rotten

It ain’t easy telling kids what (not) to do. But a recent effort by the Northwest Territories (NWT) government to curb the province’s smoking levels has successfully targeted eight- to 14-year-olds.

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Danger can lie in attacking stereotypes

Much has been written about Dove’s ‘Campaign for Real Beauty,’ and not surprisingly, since it has raised what I think is one of the biggest issues behind the ongoing decline of marketing in driving top- and bottom-line sales: the fact that the consumer now recognizes and rejects the stereotypes upon which modern-day advertising almost totally relies.

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Outstanding new campaigns

Just do it big

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Who are you?

Think big. Really big. Because viewing your brand as not just a bar of soap or a hunk of frozen meat – but rather as a solution for a greater consumer need – can lead to growth.