Avery Knapik’s Post

It's Friday-fun-day! So, for all of those who missed this, The Ordinary took over the River Thames a few days ago, parading a giant bottle to celebrate the relaunch of a much-loved product: The Ordinary’s Hyaluronic Acid 2% + B5. In all honestly, I'm not quite sure if I understand the brand connection they are trying to drive home between floating down the river with a 12-foot sculpture and what the brand stands for or what the product does... Never one to knock a bit of creativity (we need more!), it's still fun to see people stepping out and doing something, let's say, "not" Ordinary. Maybe that was the point? Maybe it's tied to the idea of the superhydration that hyaluronic acid brings? The brand activation was described by the agency as a “unique, iconic and show-stopping moment in the heart of London” Did anyone see it? Will anyone buy the product because of this? Does anyone feel differently about the brand? I'm interested... let me know! Just in case you're interested, the brand proposition is: Discover The Ordinary: Where integrity meets innovation in skincare. Shop our effective, honest, and reasonably priced clinical treatments. #marketing #productlaunch #success

“Products are made in a factory, but brands are created in the mind.” Walter Landor   Cetaphil is a masterclass in brand marketing. Here are a few reasons:   Cetaphil's magic goes beyond just selling products.   Focus on specific consumers: They understand their niche and cater directly to those with specific skin concerns or conditions.   Educational content: Cetaphil goes beyond selling products; they educate consumers on skincare and the best ways to use them.   What can we learn from Cetaphil?   Know your audience-Cater to their specific needs and issues encountered by customers.   Simplicity sells-Don't overcomplicate your message or product. Cetaphil's packaging emphasises clean ingredients and a no-frills approach, which resonates with consumers seeking gentle, effective skincare.   Build trust-Highlight expert endorsements and scientific backing.   Effective marketing-Meet your audience on the platforms they use.   Educate and empower-Don't just sell,provide valuable content.   #cetaphil #marketingstrategy #skincare #branding #linkedinmarketing   Any thoughts? Let's discuss Cetaphil's strategies in the comments!

Did you know? Thanking my stars to be part of the brand building and marketing masterclass by Mr Darshan Patel, Chairman & MD, Fogg Deodarant, Vini Cosmetics at CREDAI's Youthcon 2024! How many of you knew the idea behind the origin story of the name Fogg. While researching and planning the marketing strategy of the newly executed liquid spray deo, Mr Darshan didn't want to go for "Seduction Marketing" strategies followed by the other deo brands. He wanted to keep the product simple and different. So he came up with the name FOGG, which is an acronym for 'Friend of Good Guys', which directly resonated with his idea of not repeating the seductive marketing strategies and keeping the brand image associated with its uniqueness of liquid spray vs gas spray. Seriously Fogg chal Raha hai! #marketing #brandbuilding #brandidentity

🌟 Why Gisou is a Perfect Success Case: The Power of a Hero Ingredient 🌟 Gisou has shown us the incredible potential of building a product line around one hero ingredient—honey. This strategy not only highlights the unique benefits of the ingredient but also establishes a strong brand identity. Here’s why focusing on a hero ingredient can be a game-changer for your beauty brand: 🍯 Unique Selling Proposition: Honey’s natural moisturizing and healing properties provide Gisou with a powerful and unique selling proposition that sets their products apart in a crowded market. 🍯 Consistent Brand Story: By centering their product line around honey, Gisou creates a consistent and compelling brand story that resonates with consumers. This helps in building trust and loyalty. 🍯 High-Quality Results: Honey is known for its high efficacy, and by leveraging this, Gisou delivers products that offer real, tangible benefits. This leads to satisfied customers and positive word-of-mouth. 🍯 Expansion Opportunities: A hero ingredient like honey opens up endless possibilities for product innovation. Gisou has successfully expanded from hair care to skincare, demonstrating the versatility of their hero ingredient. 🍯 Marketing Appeal: The story of honey, from bees to beauty, is both captivating and relatable. It allows Gisou to create engaging content that attracts and retains customers. Gisou’s success is a testament to the power of a hero ingredient strategy. By focusing on one standout ingredient, brands can create a cohesive, effective, and marketable product line that drives growth and loyalty. #HeroIngredient #Gisou #Honey #BrandStrategy #BeautyIndustry #ProductInnovation #CustomerLoyalty #MarketingStrategy #BrandIdentity #HighQualityResults #Cosmetics #Skincare #Haircare

The holiday shoots have begun! Is your brand ready? Call us now to book your holiday shoot Hot Focus Media 561.510.0144 . . #creativity #inspiration #digitalmarketing #marketing #advertisingandmarketing #strategy #sales #contentmarketing #socialmedia #branding #productphotography Levenger Company Hush & Hush IMAGE Skincare FROPRO Snack Bar

Guerlain's recent launch of the Orchidée Impériale cream, priced at a staggering 650 euros, has sparked a heated controversy. Their bold claim to harness 'quantum science' for skincare benefits begs a crucial question: How far can we stretch scientific concepts in marketing before they snap? 🌐 This controversy is more than a marketing misstep; it's a reflection of a broader challenge. Marketers often ride the wave of scientific advancements to create a buzz. But where do we draw the line between creative marketing and scientific accuracy? 💡 This polemic teaches us an invaluable lesson about the balance of innovation and integrity in marketing. While it's tempting to capitalize on cutting-edge concepts, we must do so responsibly. Misinterpreting innovation or scientific theories not only misleads consumers but also risks backlash from both the scientific community and informed customers. 🤔 As we venture into an era where consumers are more informed than ever, it's imperative to back claims with factual accuracy. Authenticity isn't just a trend; it's the cornerstone of trust and credibility. How should brands navigate the complex intersection of science and marketing? Share your insights below! 💬 📸 : Guerlain #beautytrends #beautynews #beautyindustry 

Beauty founder, how unique is the problem your brand solves? Stopover 1: -Solves the same problem as the competition but with higher quality low on novelty + low on the risk of adoption Stopover 2: -Solves the same problem as the competition but with a unique solution medium to high on novelty + medium-high on risk of adoption Stopover 3: -Solves a unique, unsolved problem high on novelty + high on risk of adoption First, aim to be between stopovers 2 & 3 Then, reduce the risk of adoption with a. Emotional resonance b. Higher perceived value I adapted the innovation spectrum framework from Prof. Ken Wong-Queen's U. Jump Accelerator Profitable growth for women-led, early-stage beauty brands to $20M-$50M+ leveraging 6X profitable super fans with science and emotion. -Fit & full solution, see the difference in 90 mins -100% assured results -100% money-back assurance -Flexible, cash-flow-friendly plans & Free 45 Days Trial for beauty brands fit to Jump! Let's together create "A Woman's World." #innovation #beautyindustry #skincare #makeup #digitalmarketing

Cottonelle's contribution to the creation of the paper roll category is an interesting tale in the history of consumer products. 🧻💡 Through extensive market research, Cottonelle realized that consumers had no interest when it came to choosing a toilet roll brand ❌. They often chose the least expensive one as they didn't see a meaningful difference. People did not care about toilet paper, they did care about taking care of their skin but they didn’t have a regimen for it. The brand set out to create a new category: skincare for the skin 'down there'. Cottonelle's marketing efforts also played a crucial role in re-establishing the paper roll category. They emphasized the softness and quality of their product, appealing to consumers' desire for comfort and cleanliness. Through strategic advertising campaigns and endorsements, Cottonelle became synonymous with premium toilet paper. Penetration increased by 9.5 million households overall, an increase of 0.7 pts in share, an awareness lift of 40%. Takeaway? 💡⭐️ By strategically addressing a sensitive topic with authenticity, humor, and educational content, Cottonelle's "Skin Down There" campaign managed to create significant buzz, differentiate the brand, and build strong consumer relationships. These marketing takeaways underscore the importance of innovative thinking, consumer engagement, and addressing real needs in successful campaigns. #Cottonelle #MarketingCaseStudy #InnovativeMarketingCampaigns #ConsumerStudy

A short video ad I made sometimes last year for a skincare brand. I had to try out a lot of new ideas and techniques then and I'm glad the final project came out well. I look forward to the next opportunity to work with a brand in the skincare niche. #brandvideo #businessvideo #skincare #skincareproducts #videoeditor #commercialadvertising #advertising #videomarketing #videopromotion #premierepro #aftereffects #brandcontent #businessadvertising