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The Truth About Anti Aging Ads

By Tom Seest

Are Anti Aging Ads Really Effective?

At GettingOlderNews, we help people who want to learn more about aging and anti-aging.

Anti-aging ads continue to appear despite efforts at age-inclusive marketing, promising consumers a youthful glow through health promotion – suggesting that healthy skin is beautiful.
Many advertisements targeted towards women, making them feel shame about their bodies, are becoming more prevalent, and increasing resistance is mounting against these campaigns.

Are Anti Aging Ads Really Effective?

Are Anti Aging Ads Really Effective?

Is Clinique’s Anti Aging Campaign the Key to Youthful Skin?

Clinique remains an industry leader with its dermatologist-created skincare and in-store advisors wearing white lab coats, maintaining its brand equity. However, the company realized it needed to shift consumer perceptions in order to remain relevant with younger consumers and increase relevance with them. They sought to empower women by encouraging them to start something and make it better; to do this, they changed how they communicated with their audience; for this, we collaborated early with them on platform insights as well as conceptual and executional ideas, jointly ensuring seamless campaign rollout across channels.
Launched worldwide in 1968, Clinique is widely recognized as an industry leader in beauty and skin care products, known for their iconic ads depicting young girls carrying makeup bags. While still committed to its original mission of offering safe and effective skin care solutions, over time the brand’s image has become friendlier and more approachable.
Clinique challenged its digital team to find ways to effectively engage Gen Z and younger customers that would reflect the brand’s new emphasis on inclusivity. As part of that goal, Clinique has increased investments in experiential marketing and events; additionally it partners with universities for on-campus counters that allow it to meet and interact directly with students.
In order to create an integrated digital strategy that would complement their efforts, global and market teams collaborated on driving an insight-driven creative that spoke directly to what was transpiring with their brand’s direction change. Their tagline “Am I Getting Old?” encouraged consumers to feel secure within themselves regardless of age, and embrace all its quirks and unique qualities.
To support their new messaging, the team produced a series of six-second bumper ads on YouTube that mimicked print stills and showcased different women sharing their individual experiences with the 3-Step System’s anti-aging benefits. Results were impressive, with people-inspired ads performing best while animations such as color swipes and moving lips further distinguished themselves from content on YouTube.

Is Clinique's Anti Aging Campaign the Key to Youthful Skin?

Is Clinique’s Anti Aging Campaign the Key to Youthful Skin?

What’s the Secret Behind Old Spice’s Viral Campaign?

Old Spice’s 2010 advertising campaign featuring comedian Isaiah Mustafa as his alter-ego, Darren, proved immensely popular and helped revive their brand. Airing over Super Bowl weekend, these commercials generated considerable online chatter; designed to reach both men and women alike they proved hugely effective.
“Hello Ladies,” is an engaging way of appealing directly to female viewers of this ad and appealing to their feminine side. It tells women that by using Old Spice body wash on their man, he will become someone they would brag about to their friends. Additionally, its humorous tone helps make this an appealing commercial for female audiences.
Advertisers should remember that their ad’s content must reflect what they are selling; the storyline, tone, and voice should all reflect the product they are trying to sell. Furthermore, making their ad interesting and memorable while being relevant for its target audience, such as video advertisements, is key for successful ads.
Old Spice capitalized on its success with ‘The Man Your Man Could Smell Like’ to produce several hilarious advertisements featuring Mustafa and other celebrity voices, including LL Cool J and Niel Patrick Harris, which made YouTube’s top 10 lists during mid-2010. These commercials proved immensely popular.
Old Spice’s campaign with Wieden + Kennedy was an ambitious one that required significant risk-taking on their part; nonetheless, the results proved successful and revived an otherwise struggling brand.
Old Spice not only launched a commercial campaign but also an innovative direct response campaign with humorous email messages sent directly to consumers, which directed them to an interactive website featuring behind the scenes footage of Isaiah Mustafa filming his latest advertisement. This effort proved immensely successful and showcased how innovative marketing techniques can grab hold of consumer interest and keep them engaged with your product or brand.

What's the Secret Behind Old Spice's Viral Campaign?

What’s the Secret Behind Old Spice’s Viral Campaign?

Does Retinol really deliver on its promise of radiant skin?

Retinoids are second only to sunscreen in terms of wrinkle-fighting power, yet can help improve the tone and texture of skin as well as fade dark spots, reduce acne breakouts and help delay aging by stimulating cell turnover. Because vitamin A derivatives may leave your skin tight and dry after using, it’s recommended using them only at night and avoiding direct sunlight while applying them; additionally they increase UV radiation sensitivity so it is also wise to wear broad spectrum SPF protection during the day,” advises Englewood Cliffs dermatologist Whitney Bowe.
If sensitivity issues are an issue for you, many of the best retinoids available combine various ingredients that can help alleviate redness and irritation. For instance, Rare Retinal Serum by Hale & Hush contains IconicA (the latest optimal form of Vitamin A) along with Linoleic acid (Vitamin F), which helps balance skin to reduce oxidative stress, resistem (an anti-aging plant stem cell extract that decreases micro-inflammation, redness, and increases luminosity), resistem is ideal in combination.
This serum is free from glycerin, polysorbate and mineral oil and features soothing herbs to combat any irritation that might arise from its application. Plus, bakuchiol – a plant-based alternative to traditional retinoids that provides similar anti-ageing benefits but without redness and sensitivity issues associated with them – provides additional anti-ageing properties without reddening or sensitizing skin.
FOR clients interested in taking a more gradual approach, ALLSKIN | MED now offers time-release retinols as part of its line. Our serums contain both pure retinol in glycospheres and more sustainable forms like hydroxypinacolone retinoate which provides more tocopherols as antioxidants – perfect for sensitive skin types! These new formulations also make up our new campaign, which adds great value for clients while simultaneously helping clinics kick off ALLSKIN | MED post-summer!

Does Retinol really deliver on its promise of radiant skin?

Does Retinol really deliver on its promise of radiant skin?

Is Botox Really the Fountain of Youth?

Botox may be one of the world’s most beloved wrinkle-fighting cosmetic injectables, yet some patients may worry that they’ll end up with a “frozen face.” Now, a new campaign aims to change that narrative and offer alternative perspectives on these treatments.
Allergan’s latest campaign showcases real Botox customers of different ages, genders, and races sharing their experience with this cosmetic injectable. Dubbed “See Yourself,” this ad series highlights different ways people are using Botox to reduce frown lines and wrinkles. Carrie Strom of Allergan Aesthetics says the campaign aims to address several barriers to treatment; fear of unnatural appearance; uncertainty regarding safety issues during procedure and difficulty finding providers who provide neurotoxin injections are just some of these issues.
Botox launched their “See Yourself” campaign shortly after Strom’s appointment as CEO, as part of a larger effort to modernize and entice a younger demographic. They have also changed up their branding, logo and packaging in an authentic manner according to Glossy reports. Their latest ads can be seen via linear TV networks like Univision as well as Hulu or YouTube ads.
Though marketing Botox at your aesthetic practice may cause anxiety, it’s essential that you focus on meeting the pain points and aspirations of your target audiences. Establish yourself as an authority on cosmetic treatments so potential clients feel at ease asking questions and trusting in your advice; avoid selling services based on age or race, as this could alienate patients from trusting in you as an expert.
As it’s also essential to recognize, there are other neurotoxin products on the market besides Botox which can help with wrinkle reduction, such as Xeomin – approved by the FDA with similar ingredients as Botox – it’s wise to know your options and schedule a strategy session with one of our experts today to learn how to market cosmetic injectables at your practice!

Is Botox Really the Fountain of Youth?

Is Botox Really the Fountain of Youth?

Be sure to read our other related stories at GettingOlderNews to learn more about aging and anti-aging.