Answer the following questions in detail based on the case study pictures provided. Please link the answers to the details from the case study and mention examples and words from the case study where necessary in the answers.

Question 1: Discuss the way in which the Perfect Age message was encoded. could it be improved and if so how?

Question 2: Make brief notes explaining how consumer insight assisted the development of the Perfect Age campaign.

Question 3: How might the perfect age campaign be interpreted through the influencer model of communications?

Question 4: Which of the linear, influencer and interactional models best illustrates how communications worked for L'Oréal Paris?

Question 5: Discuss ways in which the Perfect Age message might be interpreted through the process of adoption.

Transcribed Image Text:

Case Study How L'Oral Paris Age Perfect transformed its fortunes. by showing older women that they are still 'worth it' Emily Ellis, McCann London, Vasileios Kourakis, L'Oral UK LOREAL Image 3.8 L'Oreal Paris launched a campaign to revitalise their Age Perfect brand. Source: MDOGAN/Shuttertsock. L'Oral Paris Age Perfect is an anti-ageing moistur- iser targeted at 55-65-year-old women. The other big players include Olay Regenerist, No7 Protect and Perfect, and Nivea Q10. L'Oral Paris also market the 'Revitalift' anti-ageing skincare range, targeted at women in their 40s. When the market dropped by 5 per cent in value sales, Age Perfect witnessed a 14 per cent fall in the same period. In particular there was a large loss of approximately 75,000 shoppers aged 55+ from the female mass skincare market, equating to a yearly loss of 1.3 million. As the over-55 shopper spends three times as much on skincare per year than the under-55 shopper she was a crucial consumer to win back. There were other difficulties facing the L'Oral Paris Age Perfect brand. The skincare category is critical to the overall suc- cess of L'Oral Paris. L'Oral Paris has a marketing culture that thrives on new product news. On this occasion we didn't have any. Our 55-65-year-old UK consumers regarded the brand as aloof, and presenting an unattainable level of beauty. To respond to these issues we set out a series of objectives. Our main commercial objective was Case Study How L'Oral Paris Age Perfect transformed its fortunes. by showing older women that they are still 'worth it' Emily Ellis, McCann London, Vasileios Kourakis, L'Oral UK LOREAL Image 3.8 L'Oreal Paris launched a campaign to revitalise their Age Perfect brand. Source: MDOGAN/Shuttertsock. L'Oral Paris Age Perfect is an anti-ageing moistur- iser targeted at 55-65-year-old women. The other big players include Olay Regenerist, No7 Protect and Perfect, and Nivea Q10. L'Oral Paris also market the 'Revitalift' anti-ageing skincare range, targeted at women in their 40s. When the market dropped by 5 per cent in value sales, Age Perfect witnessed a 14 per cent fall in the same period. In particular there was a large loss of approximately 75,000 shoppers aged 55+ from the female mass skincare market, equating to a yearly loss of 1.3 million. As the over-55 shopper spends three times as much on skincare per year than the under-55 shopper she was a crucial consumer to win back. There were other difficulties facing the L'Oral Paris Age Perfect brand. The skincare category is critical to the overall suc- cess of L'Oral Paris. L'Oral Paris has a marketing culture that thrives on new product news. On this occasion we didn't have any. Our 55-65-year-old UK consumers regarded the brand as aloof, and presenting an unattainable level of beauty. To respond to these issues we set out a series of objectives. Our main commercial objective was