Objective * To inform audience is not adequate to maintain healthy body and young skin by just follow healthy lifestyle likes having regular healthy meal and doing exercise. * To inform and persuade audience about the Brand’s Innershine OPC beauty drink which can bring them benefit as show as below: * To restore and maintain beauty and youthfulness of skin from within the body. * To strengthen the skin’s collagen, and thus make the skin become firm and youthful always. * To protect the skin against further damage. * To Increase brand equity Brand’s is leading healthy supplement brand in the market which is uphold the principal of selecting natural ingredient to produce the healthy supplement products. * Using Penny Tai (Malaysia’s famous singer) as the brand ambassador. * Penny Tai as a representative of Asia modern women which is one of the target market. Product Features: Unique Sellling Proposition (USP) * Formulated with OPC (Oligomeric Proanthocyanidins Complexes) which includes berry essence with grape seed extract. There are 5 types of quality berries from US and Europe inside the essence which are Acai Berry, Blueberry, Blackcurrant, Aronia and Cranberry. OPC contains antioxidants properties: * 20 times more powerful than Vitamin C * 50 times more powerful than Vitamin E * OPC offers 2 approach to skin protection: * Combat and neutralize free radicals. * Free radical which known as highly reactive compound that will cause oxidative damage to skin and also will faster the aging process. * Besides that, environment pollutants such as alcohol, cigarette smoke, chemicals, stress, and UV rays also are the causes of damage in cellular structure. * Locking and Strengthening * Our body produces collagen which helps to keep the skin firm and young, but collagen will lost and damage over time.
Thus, it is very important to prevent collagen damage and lost from our body. * OPC locks and strengthens collagen in the skin, protects the skin from collagen and elastin degradation. * Berry essence with grape seed extract contains high level of anti-oxidant index among fruits. This enable the skin to restore the beauty and youthfulness, protect the skin from harmful damage and result can be seen within just 2 weeks. * Brand’s Innershine OPC as a healthy supplement drinks is easier absorbed by the body since liquid is finer than other supplement product.
It can deeply go into the base layer of the skin and fully absorb by the body. Thus, increase the metabolism level and repair the cell tissue within the body. Information/Rational Appeal * Show the fact that most of the Asia women look older than the actual age. (20-30 years old women being call as aunty). * Reason: UV rays (UVA & UVB), stress, environment pollution, inadequate sleeping hour and any other factor which lead the generation of free radical that cause the damage of skin tissue, collagen and elastin structure, promote melanin production and hence emerge variety of skin problems. Provides the fact that OPC (Berry Essence with Grape seed extract) is a nature’s super powerful antioxidant factor. * Able to reduce free radical and strengthen the collagen underneath the skin. * Provides nutrition and repair the damage cell inside the body thus maintains and restore the young skin. Emotional Appeal * Play on the emotion “Confidence”: * In the TV commercial, Penny Tai called by the little girl as “jie jie” (sister in English) but her friend is called as aunty although both of them are nearly same age which is already more than 30 years old. Penny Tai shows her confidence in the TV commercial because she has smooth, fair and bright skin just like the skin of the little girl. Foote Cone & Belding Grid * Affective Strategy * The product in the TV commercial – Brand’s Innershine OPC provides psychological benefits to the consumer. * By drinking Brand’s Innershine OPC, it will help a woman to achieve flawless and perfect skin, built perfect modern woman image and thus increases their self confidence. Target Audience * Women who have facial skin problem. (dull skin, loss of elasticity, fine lines, dark spots formation, etc) Women who like outdoor activity. (high exposure rate to UV rays lead damage of skin) * Women who don’t have adequate sleeping hour and facing stress because of tons of works. (lead to losing of collagen and elasticity of skin) Segmentation * Geographic segmentation * Malaysia * Demographic segmentation * Women of 20 to 40 year old * Psychographic segmentation * Women who pursue perfect, flawless and young skin Inference & Comment 1. Using Penny Tai as the brand ambassador for Brand’s Innershine OPC beauty drink is a best choice because: a.
She is a famous and well-known Malaysia singer, able to promote the benefit of the product to the public because of her popularity. b. Project the image of a perfect, flawless skin and confident young women. Consumer feels confident toward the product. c. Fits the target audience and segment 2. The little girl call Penny Tai as sister while call the another woman as aunty. (1s-8s) d. Penny Tai look younger than her friend although both of them are nearly same age. e. This shows that most of the women looks older than their actual age due to variety factor which cause them skin damage and thus faster the aging process. . The little girl touches the face of Penny Tai and compliments her. She said the face of Penny Tai is smooth as herself. (8s-12s) f. Penny Tai show her confidence when her face is touches by the little girl because she had flawless and perfect young skin. . As a women gain beauty, they are more confident to everything. 4. Penny Tai’s friend feels very curious why she can maintain her skin as young as a little girl. (13s-16s) g. This show that every women is look important on their beauty and hope to maintain their youthful through the very natural way. 5.
Penny Tai show her magic pink bottle – Brand’s Innershine OPC which is the secret that help her to maintain her youngness. (17s-24s) h. Brand’s Innershine OPC formulated with natural super antioxidant factor that able to reach to the base layer of the skin and repair the damage cell and restore and maintain the young skin. 6. Offer redemption of Brand’s Innershine OPC beauty i. People able to get free bottle of beauty drink which worth RM10 by just submit a form to the official web site of Brand’s Innershine. j. Redemption activity is held at different location and is run for 1 month.
People can select the convenience place to get their free beauty drink. k. This activity helps to promote the benefits of the new product and increase the awareness of it to the public. Besides that, free bottle of Brand’s Innershine OPC able to gain attention of target segment to try it and increase the opportunity to get a potential customer/buyer. 7. By continuous consume Brand’s Innershine OPC able to achieve the expected good result – youthful, luminous, complexion perfect skin to the consumer. Result is proved and user’s review is available in the official web site of Brand’s Innershine OPC.