From a marketer’s vantage point, few would argue that 2010′s biggest question goes something like this:
As economic indicators trickle in the right direction, will consumers continue to practice the New Austerity?
Sound familiar? Of course it does; we lifted that from trend #2 – Down-to-Earth-ism – from our 10 Trends for 2010. The resilience of the New Austerity among consumers is forcing marketers to adopt simpler, smaller, and exceedingly practical messaging when pitching their products. Need proof? Let’s consider the cosmetics industry, which has consistently promised results in the ballpark of: “30 seconds with this vibrating mascara wand and male models will come stampeding through your door!” It’s understandable, though, since the category has long been largely grounded in fantasy, aspiration, and dramatic reinvention.
It’s that foundation (pun sort of intended) that makes the recent wave of cosmetics campaigns so startling. Bobbi Brown’s “Pretty Powerful” profiles eight women (who happen to be Brown’s personal friends, and not models) that are empowered to feel more confident about their natural beauty through subtle transformations (as opposed to startling makeovers). Non-models? Natural beauty? Subtle transformations? Is this still a cosmetics conversation? In the era of Down-to-Earth-ism, it’s precisely the tone that brands are learning to adopt.
As we mentioned in the trends overview, the key to success in the world of Down-to-Earth-ism is delivering on smaller promises to the consumer. In a move that left the rest of the industry facepalming because they didn’t think of it first, Estee Lauder backed away from extreme reinventions and instead offered a “Social Media Makeover” at the department store counter. By supplementing free makeovers with professional photographers (or photo kiosks), recipients left the counter with a new look and a new profile picture for their social networks. The makeover doesn’t promise to change the customer’s entire life, but the impact is considerable when the recipient can display her new look on her social network, or dating sites, or the dreaded high school reunion RSVPs. The practical impact of this campaign is considerable, especially compared to the fleeting nature of a typical makeover. Clearly, this is a small promise with enormous reach.
For frightened marketers who still think there are no opportunities to capitalize on the New Austerity, perhaps it’s time for your own makeover.
