Comparison Of The Ads

Smith

Instructor Name

Course Number

21st Dec’ 2019

Comparison of Ads

Advertising has become an essential part of our society. On average, an individual is exposed to a large number of ads in 24 hours. While surfing through the internet or social media apps, it is so common that pop up ads appear on the screen and the user unconsciously retains that information. The actual purpose of these companies is to attract their audience to buy their ordinary product by showing it in extraordinary manner. Multinational companies communicate their ideas to the public by advertising their products on various mediums such as social media, radio and television (Mark Snyder and G.).

The cosmetics industry has had its ups and downs for a long time. Make-up was considered to enhance beauty and was thought for the rich only. It is undeniably true that since last decade makeup industry has flourished so well that people are able to buy products of their choice depending upon their income. Cosmetics can now be purchased from any convenience store, department store or it can be purchased online from brand websites. It is a 60 billion dollar industry with more than 70 brands in the USA alone (Vucolo 3). This essay will look upon the two cosmetics brands who have found success and can compete with each other.   

L’Oreal Paris and Urban Decay are two well-known competitors of the same parent company but their marketing strategies and campaigns are completely different from each other. L’Oreal primarily concentrates on product categories like skincare, cosmetics, haircare, and perfumes, whereas, Urban Decay only offers makeup. Urban Decay is the new distribution channel of L’Oreal through digital market in order to know their consumers’ needs. Unlike Urban Decay, L’Oreal focuses more on traditional marketing and selling. Urban Decay focuses more on the eye category of makeup with a remarkable range of Naked Palettes.  

Services and Experiences 

 L’Oreal Luxe brands are connecting digitally with their consumers better than before in order to know their needs just like Urban Decay has been doing since its establishment. L’Oreal and Urban Decay have launched their new services of make-up tutorials by Giorgio Armani. Urban Decay has launched an app called Vice Lipstick which enables the consumer to try different shades of lipstick up to 100 before buying.

Personalization    

L’Oreal provides personalized products to its consumers based on their needs and skincare specifications. Urban Decay does not offer this service to its consumers (Finance). 

   Target Audience  

L’Oreal has different categories of cosmetics such as middle, upper-middle, and upper-income class who like to show off. L’Oreal and Urban Decay maintain their position as ethical beauty care companies that respect the differences in cultures and desires. L’Oreal and Urban Decay consistently ensure the return of their customers by making “weekly offers”.  

Another way of attracting consumers is the objectification of the models used for the products.  

Fig 1: https://www.urbandecay.com/game-of-thrones

Urban Decay displays its models in an alluring way to catch the attention of the consumers. The ad for this new collection is a way of getting the attention of the majority of people as they introduced this new addition on the name of the famous season ‘Game of Thrones’ which automatically urges the consumers to buy products from their brand new collection. One important thing which Urban Decay imply in ads is, the women empowerment which shows through its bold and vivid image of women. L’Oreal uses this technique in some of its hair categories but in the make-up range, it does not apply these tactics and maybe this is the reason for lacking behind the Urban Decay.

Fig2: https://www.loreal-paris.co.uk/products/skin-care/moisturisers/revitalift-classic-night-cream

L’Oreal Paris is more concerned about advertising their product rather than introducing female models into their ads. They prefer product details in their ads to fully inform their buyers about the product before buying it.

L’Oreal Paris and Urban Decay are both amazing make-up brands that seek to infuse confidence in women. There is no doubt that these brands are very close to reach on the top of cosmetic market but Urban Decay is slightly ahead of L’Oreal by reaching to its audience through social media strategy.

Works Cited:

BIBLIOGRAPHY Finance, L'oreal. The consumer experience is at the heart of strategy. 4 July 2016. 21 December 2019.

Mark Snyder, Debono and Kenneth G. "Appeals to image and claims about quality: Understanding the psychology of advertising." American Psychology Association (2016): 11.

Vucolo, Melissa. A brand comparison paper. 31 March 2017. 21 December 2019.