Agent: Paige Peterson
Client: 100% Pure
Product: Organic, Natural & Vegan Cosmetics and Skincare
Why are we advertising?
To align our brand. As a company, 100% Pure only advertises through channels that they feel fully align with their goals as a brand. We convey our beliefs to the customer through advertising. The latest ad was on a Dr. Oz TV segment and a previous ad in People Magazine. We believe these are the best mediums to reach our target market.
Whom are we talking to?
Real women! 100% Pure speaks to the conscious and aware. We speak to the women who value their health, appearance, and REAL quality products while being conscious and aware of their impact on the global environment and the impact products have on themselves.
What do they currently think?
Great, REAL products! While many consumers shop at 100% Pure because it is one of the ONLY 100% purely organic, natural and vegan cosmetic and skincare company, there is still a large group of loyal followers that make up a generous portion of 100% Pure’s consumers.
What do we want them to think?
The ONLY great, REAL products! At 100% Pure, we do a great job of educating our guests when they are shopping in our stores and online. We educate them by preaching the importance of natural and organic ingredients being used in your daily cosmetic and skincare rituals. There are many toxic chemicals in cosmetic products that have been clinically proven to cause cancer, tumors, irritation and many different skin disorders. 100% Pure products are TRULY 100% Pure. That means there are NO synthetic chemicals, chemical preservatives, artificial fragrances, artificial colors, harsh detergents or any other unhealthy toxins. It is truly health food for your skin.
What is the single most persuasive idea we can convey?
100% Pure is truly 100% Pure. There are many toxic chemicals in cosmetic products that have been clinically proven to cause cancer, tumors, irritation and many different skin disorders. 100% Pure products are TRULY 100% Pure.That means there are NO synthetic chemicals, chemical preservatives, artificial fragrances, artificial colors, harsh detergents or any other unhealthy toxins. It is truly health food for your skin. All products are based around antioxidants and all cosmetics are pigmented with fruit.
Why should they believe it?
Facts & Evidence! “As much as 60% of topical skin-care products are absorbed through the skin into the bloodstream,” Says Dr. Nancy Lonsdorf, M.D., “They should be consumed with the same prudence that we use to choose our breakfast cereal.” -Women’s Health Magazine.
What is the personality we want to convey?
Enlightenment! If 100% Pure were a person, they would be 100% real. They would be as granola as it gets. Everything organic, Everything natural, All of the time. They would have a sense of calmness and serenity surrounding them. They would constantly be doing things to better themselves, the planet, animals, and others. They would help other people know the truth, see the light and have a greater awareness.