Invent a new story about a Lancôme skin care product for women of all ages who want to preserve their beauty.
Beauty is not the exclusive privilege of young girls.
For women who are 40 years old and older the journey has been rich and they have achieved a great deal. They manage to balance their time between their partners, their children, their jobs, their travel, etc. Life is not always easy, but they love theirs; they are proud to do what they do and they would not want to go back!
But as they get older, something changes: they understand they have the energy and freedom to make their own choices. Not only does it give them wings, it adds a confident glow to their beauty.
Although there are numerous skin-care solutions that tackle age on the market, these women believe most are not relevant for them. Why? Because skin care brands have been communicating in the same way for years. The ads often show close-ups of models or famous actresses. All of them look very similar and do not seem to resonate with women’s lives.
How could you help change this?
What can you say and how can you appeal to these women when you’re a famous and prestigious French cosmetics brand: Lancôme?
Find an impactful yet emotional way to make active women from the age of 40 desire skin care by Lancôme. Create a print-ad and imagine how your idea can be rolled-out in real life and on-line.
Bear in mind the Lancôme Woman.
The Lancôme woman is “unique”:
- She is smart and open-minded. She is cosmopolitan. For instance, she likes design and art, foreign cultures, etc.
- She is elegant and “noble”. She has a natural elegance (cf. the French way of being) and her beauty is not only a question of age. She’s also sexy but never “too much”.
- She is not conventional. Elle is at ease. She is strong and independent. She is proud of her beauty, but never arrogant, nor pushy.
- She is serene, happy to be who she is, she is well balanced. She has a positive mindset. She is energized and looks to embrace life.
- She is charismatic, luminous and generous. Sociable. A beautiful mind. She is truthful, authentic.
We’re asking you to create a print-ad that conveys both rational and emotional messages.
Create a key visual and a tagline. This key visual could include a woman or not.
Tell us how it can be developed in a campaign with ideas of events, digital activities, in-store promotions, etc.
Don’t invent a new product with name, packaging etc. Just use the fake skin care product provided in the toolkit and use it for your entry.
On top of this, because we want to understand what you think could convince women to “manage” their skin more efficiently, we need you to answer the following questions:
- What are the benefits (rational and emotional) of the product you’re promoting in your print ad? What do women think and feel when they use it? What does the product do to the skin?
- What are the symbols, icons or personalities that could be associated to this product? (It’s like… it makes me think about… it reminds me of…)?
- What’s the profile of the women who would be attracted to the product? Lifestyle? Age? Job? Link with beauty? To others?
- In what way is it modern and radically different from conventional cosmetics communications?
- What ideas do you have that could make this campaign a movement, a real “thing”? How can your idea be developed in other points of contact?
This is not a new product contest!
This is about new ways to communicate around skin care for women from the age of 40.
The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.
Your print-ad shows a woman. She’s not a celebrity, just a normal woman, 45 years old. She’s at the table of a restaurant, in a city like Paris or London. One of the walls is decorated with Japanese ancient tree paintings. She’s looking through the window and smiling. At the bottom of the ad there’s the product and the tagline says: “Stopping the pace of life. This woman is relaxed, she takes time for herself, benefitting from a break. With Time by Lancôme, make time standstill before it fades your beauty. Good bye stress. Hello quiet time."
Then you would need to answer the questions:
- What are the benefits (rational and emotional) of the product you’re promoting in your print ad? What do women think and feel when they use it? What does the product do to the skin? When the woman uses it, she feels relaxed and comfortable. She thinks she can achieve anything and she would not want to go back to the time to when she was 20 years old. These women don’t have the time to indulge in complex and long beauty rituals. Yet, they want to spend moments with themselves. This product is so comfortable to use and wear that they instantly feel better and tranquil. Like trees in Japanese paintings. Also, they want to stop time damaging their beauty. With this product, they feel they stop the action of time.
- What are the symbols, icons or personalities that could be associated to this product? There is no famous spokesperson. The symbol used is a tree inspired by the Japanese paintings. Symbols of longevity, strength and power. This product gives serenity to women who have very busy lives.
- What’s the profile of the women who would be attracted by your product? Lifestyle? Age? Job? Urban women, aged 45/50. They work a lot and they love what they do. They are art dealers or fashion editors. They see a lot of people, go out and don’t sleep much. They need a product that helps them stay beautiful.
- In what way is it modern and radically different from conventional cosmetics communications? It shows a woman in action, not staged. It’s not fake. It’s close to women because it shows them in real life.
- What ideas do you have that could make this campaign a movement, a real “thing”? How can your idea be developed in other points of contact? This idea could be developed in a Twitter campaign using the hashtag: #timeforme. Anytime a woman is in a waiting situation, she benefits from this time to think about herself, about what she likes and what she wants for the future. Women would send tweets or selfies of themselves waiting to show the world that a pause is a good occasion to think about themselves. In store, the campaign could be developed too. Women would be invited to test the new range of products by Lancôme “Stopping time” but before they actually test the products, they would be offered a very comfortable and quiet place 20 minutes in which to take a break. Just them, quiet music, a cup of tea and why not a massage? A whole new experience of waiting and deep relaxation.
- #1 Prize €3,000
- #2 Prize €1,500
- #3 Prize €500
Print-ad with key visuals and tagline + additional text. 3 pages in total.
We will only consider entries that answer to all questions and respond to the brief in its entirety. Lancôme will award the entries that truly reinvent how we can talk to women from the age of 40 about beauty products. The winners will be the ones with the most coherent and powerful ideas.
Guidelines for this contest
- Entries should be in English, Chinese, French or Spanish.
- Use the fake product in your print-ad and download the Lancôme logo from the toolkit.
- Lancôme is a premium product. Bear this in mind while you create your entry.
- Authorizations and licenses to use protected elements (incl. music, photos..) must include at least: (i) the right to incorporate the protected elements in new works that are derived or based upon these elements, (ii) the right to use for commercial purposes and (iii) the right to use on the Internet. You must be able to provide a written proof of these authorizations and licenses at any time.
eYeka standard guidelines
- Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
- Keep the source files / working files of your entry until the winners have been announced as they may be needed.
- Your participation must comply with the rules you accepted when you joined the contest.
- Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
- You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
- Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
- Any entry that fails to comply with these rules will not be considered for the contest.