Ad 1 - Mamonde
Target Audience: Young women aged between 18-26
The advertisement promotes its new essence in its product. It states that when you use the product, it boosts your skin to be firmer and healthier with the new 'Mamonde First Energy Essence'. Golden-yellowish colour is used in the advertisement is to match the 'honeysuckle' content of the product, which is inspired by flowers. The flower can be seen at the right side behind the product. The advertisement uses Park Shin Hye as brand ambassador, touching her cheek and showing a satisfying face to the audiences. The location of stores, social media and website are provided at the bottom for more information.
The advertisement promotes its new essence in its product. It states that when you use the product, it boosts your skin to be firmer and healthier with the new 'Mamonde First Energy Essence'. Golden-yellowish colour is used in the advertisement is to match the 'honeysuckle' content of the product, which is inspired by flowers. The flower can be seen at the right side behind the product. The advertisement uses Park Shin Hye as brand ambassador, touching her cheek and showing a satisfying face to the audiences. The location of stores, social media and website are provided at the bottom for more information.
Ad 2 - Hado Labo
Target Audience: Women aged between 25-35
Firstly, the advertisement emphasizes on the strength of the product by using large-size font on the "3X Brightening Benefits". Next, the advertisement also introduces audience its product, the new whitening gel which can make one visibly brighter and have deeply hydrated skin. To convince the audience, the advertisement gives a lot of information about what the product is infused with and how it benefits one's skin. At the same time, the advertisement also promotes another product of the brand, the improved "Whitening Essence" by claiming that consumers can enjoy 'double brightening' result in 4 weeks if they use the products together. On the bottom right of the advertisement, it says the test results are backed. The advertisement uses Jun Ji Hyun, a Korean actress, as endorser.
Firstly, the advertisement emphasizes on the strength of the product by using large-size font on the "3X Brightening Benefits". Next, the advertisement also introduces audience its product, the new whitening gel which can make one visibly brighter and have deeply hydrated skin. To convince the audience, the advertisement gives a lot of information about what the product is infused with and how it benefits one's skin. At the same time, the advertisement also promotes another product of the brand, the improved "Whitening Essence" by claiming that consumers can enjoy 'double brightening' result in 4 weeks if they use the products together. On the bottom right of the advertisement, it says the test results are backed. The advertisement uses Jun Ji Hyun, a Korean actress, as endorser.
Ad 3 - EverSoft Skinz
Target Audience: Women approaching their middle age (35-57)
The message that the advertisement is delivering is to ensure that customers can stay young and amplify their skincare essence. The message is deliverd by listing down "the 7 amazing wonders" of the product. As a Japanese product and to promote the product which has the same benefits from the Yubara Hot Spring Water in Japan, the advertisement also uses Japanese actress Miho Fujima as endorser. She is in her late 30s, further emphasizing on staying young and emplifying skincare essence.
The message that the advertisement is delivering is to ensure that customers can stay young and amplify their skincare essence. The message is deliverd by listing down "the 7 amazing wonders" of the product. As a Japanese product and to promote the product which has the same benefits from the Yubara Hot Spring Water in Japan, the advertisement also uses Japanese actress Miho Fujima as endorser. She is in her late 30s, further emphasizing on staying young and emplifying skincare essence.
Ad 4 - Bio Essence
Target Audience: Women who are big fans of celebrities
The advertisement is trying to potray how Bio-essence Miracle Bio Water gives people instant soothing sensation and power hydration. It lists 6 points of how it has the highest hydration with lowest salt. Also, it uses Linda Chung, an international Hong Kong Artiste as celebrity endorser to encourage its users to join their "STAR RUN" with the tagline "You are a star, believe the miracle in you. Join & pace confidently with Bio-Essence Star Run" to tell its target audience that by using their product they can be a star too. The advertisement is mainly in blue colour to match the uses of the product, which is hydration.
The advertisement is trying to potray how Bio-essence Miracle Bio Water gives people instant soothing sensation and power hydration. It lists 6 points of how it has the highest hydration with lowest salt. Also, it uses Linda Chung, an international Hong Kong Artiste as celebrity endorser to encourage its users to join their "STAR RUN" with the tagline "You are a star, believe the miracle in you. Join & pace confidently with Bio-Essence Star Run" to tell its target audience that by using their product they can be a star too. The advertisement is mainly in blue colour to match the uses of the product, which is hydration.
Ad 5 - Shiseido
Target Audience: Working women aged 25 and above
The advertisement is telling its target audience that their skin conditions can be at stake because of unhealthy habits and lifestyle. However, Shiseido Ultimune Power Infusing Concentrate is able to focus on the skin's power of defense and repair the skin to make it healthy looking again. The skin feels smoother and more supple and with less visible fine lines with Shiseido's Ultimune Complex and botanical ingredients. The use of the product is stated in the heading and briefly explained in the paragraph. The colour red is used to match its product and to catch audience's attention.
The advertisement is telling its target audience that their skin conditions can be at stake because of unhealthy habits and lifestyle. However, Shiseido Ultimune Power Infusing Concentrate is able to focus on the skin's power of defense and repair the skin to make it healthy looking again. The skin feels smoother and more supple and with less visible fine lines with Shiseido's Ultimune Complex and botanical ingredients. The use of the product is stated in the heading and briefly explained in the paragraph. The colour red is used to match its product and to catch audience's attention.
Compare the differences between ads in terms of message and message delivery
Despite sharing many similarities in the advertisements due to the nature of being skincare products, there are several differences that can be identified among the advertisements. Firstly, there are 2 different types of message approach. Through Ad 1 and 4, the advertusements are trying to tell their audiences that the products can boost their skin quality. For example, words such as 'boost your skin' from Ad 1 and words such as 'instant soothing' from Ad 2. On the other hand, through Ad 3 and 5, the advertisement's focus is to tell their audiences on how to 'protect' and retain youth by using the products. For instance, words like 'refreshes', 'restores', 'preserves' from ads 3 and words such as 'security', 'self-repair' from Ad 5. However, for Ad 2, these 2 approaches are used, such as 'Anti-Dullness' for retaining approach and 'Double Brightening' for boosting approach. In addition, there are also age differences among celebrity endorsers, due to each product's aim for a different demographic of target consumers. For example, advertisement 3 is targeted at the middle age group of women, so its celebrity endorser, Miho Fujima (37) is the eldest in comparison with Park Shin Hye (26), Jun Ji Hyun (34), and Linda Chung (32). The most striking difference of all, Ad 5's approach in comparison to the others. It showcases its product as the spotlight of the advertisement, instead of celebrities endorsing the product.
Recommended Improvements / Why it doesn't need improvement
In general, skincare product advertisements should only have sufficient amount of wording that is clear and understandable. For Ad 2, which features a chunk of information and jargons runs the risk of causing confusion to audiences as they might skip it due to the lengthiness and the complexity of the advertisement. For Ad 3 and Ad 4, the wordings for each advertisements are at the right amount. In addition, the advertisements are also easy to understand. Great visual, a trait five of these advertisements have projected, is necessity due to the nature of being skin care product advertisements. However, doing the advertisement entirely different from the mainstream method like Ad 5 (Instead of using endorsers as visual enhancement, the advertisement uses the product itself) works effectively well too because the unique visual is able to trigger one's curiousity. Thus, in Ad 5, the amount of words are arguably acceptable because of the unusual approach of the advertisement. Besides, colours are equally important. Combination of colours to feature the product and decorations in the advertisements should be clear enough for audience to read and distinguish them. All of the advertisements has vibrant colours but for Ad 1, the greyed brand name shares a low contrast with the white background, making it challenging for audiences to distinguish.