Presentation on theme: "A DISTINCTION THAT IS ONE OF ITS KIND PANORAMA OF THE MARKET OF COSMETIC DISTINCTIONS Victoire de la Beauté Prizes Marie-Claire Winner product of the."— Presentation transcript:
A DISTINCTION THAT IS ONE OF ITS KIND PANORAMA OF THE MARKET OF COSMETIC DISTINCTIONS Victoire de la Beauté Prizes Marie-Claire Winner product of the year Grand prix Advantage Jury and means of awarding prizes 100% CONSUMERS Journalists Professionals and Readerconsumers Product tests YES NO Number of products 2008 list of prize-winners 42 7 167 Analysis of list of prize-winners MAJOR BRANDS & SMEs 100% Major brands Essentially multi-nationals Essentially multi-nationals
PANORAMA OF THE MARKET OF COSMETIC DISTINCTIONS Victoire de la Beauté Oscars Cosmetic Magazine Health Prize Magazine Fifi Awards Jury and means of awarding prizes 100% CONSUMERS Journalist and Professional professional medical profession Professional Product tests YESNO Number of products 2008 list of prize- winners 42 34194 Analysis of list of prize-winners MAJOR BRANDS & SMEs Essentially multi-nationals Essentially multi-nationals Multi-nationals A DISTINCTION THAT IS ONE OF ITS KIND
● Perfumeries, Department Stores, ● Chemists, Para-pharmacies, ● Mass distribution, ● Hairdressing salons, ● Beauty parlours, ● Direct Selling, ● Specialised shops. AN EVENT FOR EACH DISTRIBUTION CHANNEL
The only distinction attributed by consumers who have tested the products in real life situations. - in total impartiality: products are tested with no reference to the brand - in total objectivity: the organiser is an independent quality centre A UNIQUE POSITIONING & STRONG VALUES
HOW ARE VICTOIRES DE LA BEAUTÉ AWARDED? A distinction process in 2 concrete stages that aim at realistically retracing the “life stages” of a product in the hands of a consumer: ● The moment the choice is made in the shop ● The moment the product is used at home
OBJECTIVE: To determine the product’s attractiveness index ● Consumer round tables ● Supervised by sensory evaluation experts ● Like in the shop, consumers look at the products, hold them, analyse the promises.. ● They award a mark for attractiveness (0 to 10), taking into account: ► the interest of the promise ► visual appeal ► incentive to try If the product crosses the required selection threshold, it moves on to test n°2 TEST 1: THE CONSUMER EXPRESSION FORUM
OBJECTIVE: To validate consumer satisfaction ● 60 independent consumers targeted per product ● Tests at home between 2 and 8 weeks depending on products ● 100 % anonymous tests: no brand indication ● Control and monitoring by independent evaluation laboratories (CTCPA, Eurofins) How? By an overall satisfaction mark based on 3 mainlines: ► perception of effectiveness ► well-being, ► cosmetic qualities (texture, fragrance…) TEST 2: SENSORY TESTS
At the end of the tests If the product: - meets consumers result requirements by obtaining a mark higher than or equal to the established system of reference - obtains the best mark in its category It is awarded a Victoire de la Beauté! A VICTOIRE DE LA BEAUTÉ
A Victoire de la Beauté for Consumers have chosen, tested and approved! Advanced Filler Normal to combination skin Dry to very dry skin Covering Repair
The Victoires de la Beauté are organised by MONADIA, 1 st Leading French Consumer quality centre: ½ million tests and product trials for 12 years, 700 labelled companies, 25 employees, Monadia: inspirer and driving force behind “Consumer Quality”, Monadia quality signs are exclusively awarded by consumers: WHO ORGANISES THE VICTOIRES DE LA BEAUTE?
Believe in consumers Rely on the intelligence of consumers and their ability to judge Restore collective expression See to it that consumers are listened to and their opinions are heard Suggest explicit quality signs Identify products that satisfy consumers and signpost them with quality signs Be established in current events Today when consumers look for information about a product, they turn above all to other consumers to obtain it Enhance Consumer Quality Defend citizen ethics that combines participative logic, objectivity and independence MONADIA: CHALLENGE AND PHILOSOPHY
What is the communication campaign around the Victoires de la Beauté?
THE POWERFUL SUPPORT OF MEDIA LEADERS Millions of contacts generated by partners around the Victoires de la Beauté logo and products.
COMMUNICATION WITH IMPACT ● Business-to-business publications A special file presenting the Victoires de la Beauté event and the chosen products depending on the distribution channel. ● General public press: editorial advertising A series of publications resuming the methodological strong points and presenting the products ● web: au feminin.com The leader of female portals presents all Victoires de la Beauté products. A banner allows you to access the web TV of each prize-winner directly.
COMMUNICATION WITH IMPACT ● Television: Téva Special advertising campaign for award winners ● Radio: CHÉRIE FM 6 special weeks devoted to prize-winners: “Interview” columns highlighting the assets of each product. ● Information column in ParuVendu The local press leader presents all prize-winning products spaced out over an 8 week period. ● Posters: JCDECAUX Institutional campaign highlighting consumer quality.
The label has a strong foothold on TV with a number of campaigns ● 751 TV appearances accumulated on major channels (not including cable, DTTV) ● 1.2 appearances a day on average ● 843 million TV contacts (in 6 months, from May to October 2008) PRIZE-WINNERS WHO CLAIM THEIR VICTORIES
…and in the press The dynamic media plan orchestrated around the Victoires de la Beauté and prize-winning products generated 185 million contacts (all press taken into account) PRIZE-WINNERS WHO CLAIM THEIR VICTORIES
A SIGN WORTHY OF TRUST ● PERCEPTION OF THE LOGO 53.7% rate of trust vs. 55.2 % for the Marie-Claire major Excellence prize 55% intention to purchase (same as the rate of intention to purchase of the Marie-Claire major Excellence prize) (Source TNS world panel survey Oct-Nov 2007 out of a sample of 2500 people)
● The visual impact of the logo on the pack, the spotters, the point-of-sale advertising… The Victoires de la Beauté improve the appeal, the interest in the product ● An element of reassurance They reduce doubt and hindrance to trying ● An element of differentiation They make the consumer’s choice easier ● A STRONG INCENTIVE TO PURCHASE PACK Point-of-sale advertising TOTEM A COMMERCIAL EFFECTIVENESS LEVER
● ADDED VALUE in our product Current events/Modernity Glamour/Prestige Meaning/Complicity ● We become the ambassadors of the consumers who expressed their satisfaction towards us AN IMAGE CONVEYOR
A reward TO DRAMATISE to increase its effect among our distributors ● Poster ● Spotter ● Point-of-sale advertising ● Totem A TURNKEY KIT exists. To order from Monadia AN ANIMATION TOOL WITH IMPACT
All our audiences must be made aware ● All employees, ● Suppliers, ● Absolutely all current and former customers ● Prospects, ● Partners To get the best from this exceptional award A VICTORY TO SHARE