Comparison of three different ads from three different countries

 

In order to make a successful advertisement, connecting with every customer is fundamental. The best way to connect with a customer is by creating an advertisement that resonates with them. Various researches have shown that 75% of consumers are more likely to purchase from a brand when people who look like them are represented in the ads.

Today, we are going to compare three different ads from three different parts of the world and the product that we’ll be looking at is beauty and makeup. I’ve taken three makeup brands, namely- Fenty Beauty, L'Oréal Paris and HERA Beauty from US, UK and South Korea, respectively.

Rihanna’s brand, Fenty Beauty, has shifted the beauty landscape across the world ever since its launch. From the very first campaign, Rihanna wanted her brand to be for all and that it should exclude no one. In 2017, Fenty Beauty launched 40 shades of foundation, and that has now grown to 50. Unlike most American beauty brands, Fenty Beauty’s ‘Beauty for All’ campaign ad, has been a wake-up call for all brands across the globe. The ripple effect that the advertisement had on various cultures across the world, has been called “The Fenty Effect”, which is referred to a movement calling to brands for challenging the stereotypes that makeup is only for lighter skin.

In 2017, L'Oréal Paris launched it’s All Worth It campaign ad, that show 15 ambassadors across the globe with along with the Prince’s Trust in UK and the brand, have been working to help thousands of young people turn self-doubt into self-worth. The advertisement features pregnant women, women in hijab, older women, plus size women, women with disabilities, even men, that are often or largely neglected by beauty brands. The advertisement keeps its communication as diverse. From celebrating the individual choice or the right to wear make-up the way one would want to, to celebrating each other’s uniqueness, culture and diversity, the advertisement inspires women and men across all cultures and demographic.

Hera is a contemporary, luxury Seoul-based beauty brand that creates the trends in beauty standards along with the value of Korean women across the world. All of there advertisements show Korean women and since, it is a luxury brand, most have been celebrities and model. In fact, in 2019, Jennie became the face of Hera due to her "elegant and luxurious" image in Korea. The advertisements do not appeal to various cultures and only target consumers in Korea, Thailand, and China region. In order to appeal to different cultures, tailoring your message to the targeted audience is really important.