Elave Has 'Nothing to Hide'
Jeremy Gutsche — May 21, 2007 — Naughty
References: nothing-to-hide
Elave, an Irish skincare company founded in 1934, has launched a new campaign and interactive site that features naked people. The premise of the campaign is that Elave has "nothing to hide" due to the company's focus on natural and pure ingredients. However, I suspect that this campaign may alienate the company's target demographic.
Here's the background about the company: "From our beginning in 1934 we have always provided pharmaceutical skincare solutions from apothecary creams, emollients and lotions. We have become specialists in the formulation of dermatological skincare. Elave is developed for the most reactive sensitive skin types so our skincare is free from the common “triggers” for sensitive skin conditions, like eczema and dermatitis. We’ve taken out the worrying chemicals that are believed by experts to be increasing the incidence of sensitive skin. And these same chemicals should be worrying for all of us."
Here's the background about the company: "From our beginning in 1934 we have always provided pharmaceutical skincare solutions from apothecary creams, emollients and lotions. We have become specialists in the formulation of dermatological skincare. Elave is developed for the most reactive sensitive skin types so our skincare is free from the common “triggers” for sensitive skin conditions, like eczema and dermatitis. We’ve taken out the worrying chemicals that are believed by experts to be increasing the incidence of sensitive skin. And these same chemicals should be worrying for all of us."
Trend Themes
1. Interactive Campaigns - The use of interactive campaigns, like Elave's, can create a unique and engaging experience for customers that can lead to increased brand awareness and customer loyalty.
2. Transparency in Marketing - Elave's 'nothing to hide' campaign highlights the importance of transparency in marketing, where brands are expected to be open and honest about their products and ingredients.
3. Natural and Pure Ingredients - As consumers become more conscious about the ingredients in their skincare products, the demand for natural and pure ingredients continues to rise, presenting opportunities for brands to cater to this market.
Industry Implications
1. Skincare - The skincare industry can benefit from adopting interactive and transparent marketing campaigns that promote natural and pure ingredients to attract and retain customers.
2. Pharmaceutical - Pharmaceutical companies specializing in skincare solutions can leverage the trend of transparency and the demand for natural ingredients to develop innovative products for sensitive skin types.
3. Marketing and Advertising - The marketing and advertising industry can explore the use of interactive campaigns and promote transparency in marketing to help clients build trust and connect with their target audience.
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