October 09, 2005

Real beauty = Real sales?




"If we're all fine the way we are, we don't need to buy anything. That's not what marketing is about."
- Mary Lou Quinlan, CEO of Just Ask a Woman

[Source: CMO Magazine | BusinessWeek]
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3 comments:

Ankesh Kothari said...

Thanks for posting the quote and the links.

As I see it, there is a skirmish between selling hope and selling authenticity.

Both seem to be working well. But I do see a trend moving towards authenticity.

12:20 am
hidden persuader said...

hiper-realism = authenticity, breaking with stereotypes; as a new way of advertising I think it's great, it's disruptive; but will it convey any relevant message to the consumer, particularly whitin the cosmetic and beauty sector? I reckon that deeply inside all women want to look better, feel better than they do. Like someone said before this is a "hope" selling business not a look at the mirror and accept what you see.

5:31 pm
Veronica said...

those dove ads aren't about accepting real women as they are. if you read closely, they are for a firming lotion that hides the appearance of cellulite. most women i know are offended by them.

9:19 pm

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