Product: Maybelline New York Great Lash Waterproof Mascara
Slogan For Campaign: Laugh. Love. Cry. Live Life.
Maybelline New York Great Lash Waterproof Mascara allows women to make it through everyday gracefully and flawlessly. Wearing America’s favorite mascara in its waterproof formula prevents eye makeup messes from sweating, crying, and other natural disasters. By using a little bit of creativity and mixing it with everyday situations women are faced with will lead to the creation of eye catching advertisements, “An effective ad is driven by the underlying concept.” (Advertising by Design, John Wiley & Sons, Page 66) The concept of the advertisement campaign is to show women in real life situations where their mascara has started to run down their face.
This is going to be a commercial advertising campaign to reach out to female consumers. “Commercial advertising promotes brands and commodities by informing consumers; it is also used to promote individuals, groups, corporations, manufacturers.” (Advertising by Design, John Wiley & Sons, Page 5) using situations women are familiar with will help them relate to the advertisement, “A critical component is learning about the audience.” (Advertising by Design, John Wiley & Sons, Page 15) Learning about the audience helps us understand how to best reach out to women with different lifestyles.
This advertising campaign is unique to all other makeup advertisements currently out because we will be promoting the mascara differently than traditional cosmetic advertisements for consumers. Traditional makeup advertisements are usually the same, showing models wearing the makeup flawlessly. In this campaign “Laugh. Love. Cry. Live Life.” For Maybelline New York Great Lash Waterproof Mascara, we are showing the opposite of flawless. Instead, we are going to be showing what can happen when your not using Great Lash Waterproof Mascara.
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