Thursday, April 14, 2011

The growth of the Garnier Fairness TVCs : Growth really?

Garnier, the famous skin care brand now marketing fairness as a mandatory leash of life is adding a twist to its marketing strategies. When it initially launched into the fairness sector, we saw the not-so-well-known model Nicolette Bird endorsing the products. At the time of the release of this ad, she was a budding model and its only later that she ventured into films as an actress. So what started out as a product to befriend the audience with a pretty face and the quality of the product has clearly demarcated into something else.

Next we saw actress Genelia D'souza encouraging you to compare your skin tone fairness. At the time again, she was seen endorsing every second brand on television and was clearly declared as the next-big-thing. From a 'pretty model face' to 'the promising star' - that's a leap in a short time. If you think Genelia was dusky and not apt for the brand, you have got to check their latest brand ambassador - Priyanka Chopra.

Known for her raw sun-burnt very Indian skin tone, Priyanka has not so convincingly been adorning the billboards regarding its effectiveness as a flawless skin refiner. At this point, no one is really questioning the quality or authenticity of the cream. But such leaps from next-door-models to a current top actress highlights some sort of insecurity that the brand's probably dodging.

Oh I very conveniently have forgotten the actress they signed before Genelia - Esha Deol - why again? No clue. I do not clearly remember this damsel having a big hit or big high during her career but she for sure was in distress. I do not know how much profit it garnered for the brand but I am sure it got her a good deal of shutterbugs and some prospective look as the 'may be Next big thing'. The question still lingers.

No qualms against the brand. But the marketing strategies leave me puzzled. May be the brand has picked up so well with their initial pitches that they wish to showcase that through high money splurges on well-known names. But it never in the first place started out as a brand (like L'oreal) that believed in celebrity endorsement. Signing John Abraham as the face for the male fairness cream is again, well, weird. Of course there was all the chaos about how is it ethically right when his (now ex) girlfriend is a dusky beauty altogether. That's now a personal prerogative so let's not question John's motives. The point is, the fairness cream for males which got released only in recent times coincided with their favoritism for celebs. They hit a home run with John instead.

The fact that its got us debating surely means that the campaigns have got noticed. The good part is the models here don't look painstakingly white-washed (like Kajol in Olay or some forgettable ones), except the latest one with Priyanka which does look like a doe-eyed fairer cousin of hers from Alaska. I only wish they keep this frame consistent now. Though it only makes me wonder more now... Who next?

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