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美容标志
案例简介：为什么这项工作与公关相关？ 广告系列产生了超过36亿的印象，只有500万美元的媒体支出。 描述有关您所在国家/地区的健康与健康通信的任何限制或法规，包括: 不适用 健康与保健工作必须证明它如何满足 “改变生活的创造力” 的标准。为什么你的工作与健康相关？ 今天的女性要求皮肤科医生帮助她们看起来像Snapchat过滤器。修饰的图像，特别是当被描绘成 “正常” 时，会损害自我形象。真实和不真实的事物似乎比以往任何时候都更加遥远，不可能的美容标准导致美国医学协会宣布不切实际的媒体图像成为健康问题。(1) 资料来源: 1. https:// policysearch.ama-assn.org/policyfinder/detail/body % 20image？uri = % 2FAMADoc % 2fhod.xml-0-5022.xml 背景 美容品牌、媒体公司和错位的社会 “规范” 创造了一个不可能的美容标准，让女性感受到巨大的压力。作为一个以目标为导向的品牌，我们有改变业务以改善文化和消费者健康的历史，我们知道我们必须解决日益增长的健康问题。 这就是为什么我们引入了Beauty Mark initiative，这是一项公开承诺，以确保我们商店和在线上的美容营销尽可能透明。在2018年1月中，我们首次亮相了Beauty Mark-广告中的符号，表明模型图像尚未进行实质性的数字化更改。一年后，我们与主要美容品牌合作正式启动了这项计划，以将行业转向消费者对女性和美容的更现实，更健康的看法。 描述创意 (投票20%) 我们创建了一个简单的标记，代表了整个美容营销过程中更大的透明度。它表示与我们的承诺一致的图像-不以数字方式改变或改变一个人的形状，大小，比例，皮肤或眼睛的颜色，或增强或改变线条，皱纹或其他个人特征。但是这种努力不仅仅是关于我们的。通过推动世界上一些最大的美容品牌加入我们的承诺，我们引发了一场运动，呼吁在整个美容行业中制定新的，更真实的标准。 描述策略 (投票30%) 当我们扩大我们的美容业务时，我们看到需要解决一个迅速上升的健康问题，这在很大程度上是由美容行业本身驱动的; 多年的一刀切的模型和营销材料中的photoshop图像给女性带来了巨大的压力，以达到不可能的美容标准，降低他们的自尊和信心。 我们面临的挑战是为消费者提供他们需要的东西-一种对美容和购买美容产品感觉更好的方式-并在拥挤的美容空间中区分我们的品牌。因此，在2018年1月中，我们引入了Beauty Mark initiative，这是一项公开承诺，旨在确保我们商店和在线上的美容营销尽可能透明。而且，一年后，我们通过吸引主要美容品牌的参与并激活消费者来扩大这一承诺，以帮助我们将行业一劳永逸地向更健康的女性代表转变。 描述执行 (投票20%) 我们开发了一个可共享的综合运动，可以超越渠道来激发运动。通过在印刷品，外出活动，公关，体验式营销，付费社交，有机社交，自有渠道和店内活动中进行Beauty Mark工作，该活动将激发品牌和消费者采取行动: -让人们意识到美丽标志的承诺是什么，它意味着什么 -让用户使用 # BeautyUnaltered分享未更改的自拍照，促进健康的自我形象并提供对话动力 列出结果 (投票30%)，必须至少包括以下两个层: 第2层: -36亿赢得的印象 -0% 对社会的负面情绪 -总共1.04亿 # 美丽不变的印象 -1510万总共享内容覆盖范围 -11个主要美容品牌致力于透明的营销 第3层: -公告发布后，平均每日销售额上升 -80% 的消费者在得知这一举措后对品牌的美容产品有更积极的印象 -超过50% 的知情消费者表示，他们将更频繁地与我们一起购物
美容标志
案例简介：Why is this work relevant for PR? Campaign generated over 3.6 billion earned impressions with only a $500k media spend. Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: N/A Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? Women today ask dermatologists to help them look like Snapchat filters. Retouched imagery, particularly when portrayed as “normal,” harms self-image. What’s real and unreal seems further apart than ever, and impossible beauty standards have led the American Medical Association to declare unrealistic media images a health issue.(1) SOURCES: 1. https://policysearch.ama-assn.org/policyfinder/detail/body%20image?uri=%2FAMADoc%2FHOD.xml-0-5022.xml Background Beauty brands, media companies and misplaced societal “norms” have created an impossible beauty standard, leaving women to feel a tremendous pressure. As a purpose-driven brand with a history of shifting our business for the betterment of culture and our consumers’ health, we knew we had to address a growing health concern. That’s why we introduced the Beauty Mark initiative, a public commitment to ensure that beauty marketing in our stores and online is as transparent as possible. In January 2018, we debuted the Beauty Mark — a symbol in our advertisements that indicates a model image hasn’t been materially, digitally altered. One year later, we officially launched this initiative in partnership with major beauty brands to shift the industry toward more realistic, healthier perceptions of women and beauty that consumers need. Describe the creative idea (20% of vote) We created a simple mark that represents greater transparency throughout our beauty marketing. It denotes images that align with our commitment — to not digitally alter or change a person’s shape, size, proportion, skin, or eye color, or enhance or alter lines, wrinkles, or other individual characteristics. But this effort couldn’t just be about us. By pushing for some of the biggest beauty brands in the world to join us in this pledge, we sparked a movement calling for new, more authentic standards across the entire beauty industry. Describe the strategy (30% of vote) As we were expanding our beauty presence, we saw a need to address a rapidly rising health concern that was largely driven by the beauty industry itself; years of one-size-fits-all models and photoshopped imagery in marketing material was putting tremendous pressure on women to achieve an impossible beauty standard, lowering their self-esteem and confidence. Our challenge was to give consumers what they need — a way to feel better about beauty and shopping for beauty products — and to differentiate our brand in the crowded beauty space. So in January 2018, we introduced the Beauty Mark initiative, a public commitment to ensure that beauty marketing in our stores and online is as transparent as possible. And, a year later, we amplified that commitment by eliciting participation from major beauty brands and activating consumers to help us shift the industry towards healthier representations of women once and for all. Describe the execution (20% of vote) We developed a shareable, integrated campaign that could transcend channel to inspire a movement. With Beauty Mark work across print, out of home, PR, experiential marketing, paid social, organic social, owned channels, and in-store events, the campaign would inspire both brands and consumers alike to take action: - Create awareness of what the Beauty Mark promise is and what it means - Get users to share unaltered selfies using #BeautyUnaltered, promoting a healthy self-image and giving the conversation momentum List the results (30% of vote) must include at least two of the following tiers: Tier 2: - 3.6 billion earned impressions - 0% negative sentiment on social - 104 million total #BeautyUnaltered impressions - 15.1 million total shared content reach - 11 major beauty brands committed to being transparent in their marketing Tier 3: - Average daily sales were up following the announcement - 80% of consumers have a more positive impression of brand’s beauty offering after hearing about this initiative - More than 50% of aware consumers say they will shop with us more often
Beauty Mark
案例简介：为什么这项工作与公关相关？ 广告系列产生了超过36亿的印象，只有500万美元的媒体支出。 描述有关您所在国家/地区的健康与健康通信的任何限制或法规，包括: 不适用 健康与保健工作必须证明它如何满足 “改变生活的创造力” 的标准。为什么你的工作与健康相关？ 今天的女性要求皮肤科医生帮助她们看起来像Snapchat过滤器。修饰的图像，特别是当被描绘成 “正常” 时，会损害自我形象。真实和不真实的事物似乎比以往任何时候都更加遥远，不可能的美容标准导致美国医学协会宣布不切实际的媒体图像成为健康问题。(1) 资料来源: 1. https:// policysearch.ama-assn.org/policyfinder/detail/body % 20image？uri = % 2FAMADoc % 2fhod.xml-0-5022.xml 背景 美容品牌、媒体公司和错位的社会 “规范” 创造了一个不可能的美容标准，让女性感受到巨大的压力。作为一个以目标为导向的品牌，我们有改变业务以改善文化和消费者健康的历史，我们知道我们必须解决日益增长的健康问题。 这就是为什么我们引入了Beauty Mark initiative，这是一项公开承诺，以确保我们商店和在线上的美容营销尽可能透明。在2018年1月中，我们首次亮相了Beauty Mark-广告中的符号，表明模型图像尚未进行实质性的数字化更改。一年后，我们与主要美容品牌合作正式启动了这项计划，以将行业转向消费者对女性和美容的更现实，更健康的看法。 描述创意 (投票20%) 我们创建了一个简单的标记，代表了整个美容营销过程中更大的透明度。它表示与我们的承诺一致的图像-不以数字方式改变或改变一个人的形状，大小，比例，皮肤或眼睛的颜色，或增强或改变线条，皱纹或其他个人特征。但是这种努力不仅仅是关于我们的。通过推动世界上一些最大的美容品牌加入我们的承诺，我们引发了一场运动，呼吁在整个美容行业中制定新的，更真实的标准。 描述策略 (投票30%) 当我们扩大我们的美容业务时，我们看到需要解决一个迅速上升的健康问题，这在很大程度上是由美容行业本身驱动的; 多年的一刀切的模型和营销材料中的photoshop图像给女性带来了巨大的压力，以达到不可能的美容标准，降低他们的自尊和信心。 我们面临的挑战是为消费者提供他们需要的东西-一种对美容和购买美容产品感觉更好的方式-并在拥挤的美容空间中区分我们的品牌。因此，在2018年1月中，我们引入了Beauty Mark initiative，这是一项公开承诺，旨在确保我们商店和在线上的美容营销尽可能透明。而且，一年后，我们通过吸引主要美容品牌的参与并激活消费者来扩大这一承诺，以帮助我们将行业一劳永逸地向更健康的女性代表转变。 描述执行 (投票20%) 我们开发了一个可共享的综合运动，可以超越渠道来激发运动。通过在印刷品，外出活动，公关，体验式营销，付费社交，有机社交，自有渠道和店内活动中进行Beauty Mark工作，该活动将激发品牌和消费者采取行动: -让人们意识到美丽标志的承诺是什么，它意味着什么 -让用户使用 # BeautyUnaltered分享未更改的自拍照，促进健康的自我形象并提供对话动力 列出结果 (投票30%)，必须至少包括以下两个层: 第2层: -36亿赢得的印象 -0% 对社会的负面情绪 -总共1.04亿 # 美丽不变的印象 -1510万总共享内容覆盖范围 -11个主要美容品牌致力于透明的营销 第3层: -公告发布后，平均每日销售额上升 -80% 的消费者在得知这一举措后对品牌的美容产品有更积极的印象 -超过50% 的知情消费者表示，他们将更频繁地与我们一起购物
Beauty Mark
案例简介：Why is this work relevant for PR? Campaign generated over 3.6 billion earned impressions with only a $500k media spend. Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: N/A Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? Women today ask dermatologists to help them look like Snapchat filters. Retouched imagery, particularly when portrayed as “normal,” harms self-image. What’s real and unreal seems further apart than ever, and impossible beauty standards have led the American Medical Association to declare unrealistic media images a health issue.(1) SOURCES: 1. https://policysearch.ama-assn.org/policyfinder/detail/body%20image?uri=%2FAMADoc%2FHOD.xml-0-5022.xml Background Beauty brands, media companies and misplaced societal “norms” have created an impossible beauty standard, leaving women to feel a tremendous pressure. As a purpose-driven brand with a history of shifting our business for the betterment of culture and our consumers’ health, we knew we had to address a growing health concern. That’s why we introduced the Beauty Mark initiative, a public commitment to ensure that beauty marketing in our stores and online is as transparent as possible. In January 2018, we debuted the Beauty Mark — a symbol in our advertisements that indicates a model image hasn’t been materially, digitally altered. One year later, we officially launched this initiative in partnership with major beauty brands to shift the industry toward more realistic, healthier perceptions of women and beauty that consumers need. Describe the creative idea (20% of vote) We created a simple mark that represents greater transparency throughout our beauty marketing. It denotes images that align with our commitment — to not digitally alter or change a person’s shape, size, proportion, skin, or eye color, or enhance or alter lines, wrinkles, or other individual characteristics. But this effort couldn’t just be about us. By pushing for some of the biggest beauty brands in the world to join us in this pledge, we sparked a movement calling for new, more authentic standards across the entire beauty industry. Describe the strategy (30% of vote) As we were expanding our beauty presence, we saw a need to address a rapidly rising health concern that was largely driven by the beauty industry itself; years of one-size-fits-all models and photoshopped imagery in marketing material was putting tremendous pressure on women to achieve an impossible beauty standard, lowering their self-esteem and confidence. Our challenge was to give consumers what they need — a way to feel better about beauty and shopping for beauty products — and to differentiate our brand in the crowded beauty space. So in January 2018, we introduced the Beauty Mark initiative, a public commitment to ensure that beauty marketing in our stores and online is as transparent as possible. And, a year later, we amplified that commitment by eliciting participation from major beauty brands and activating consumers to help us shift the industry towards healthier representations of women once and for all. Describe the execution (20% of vote) We developed a shareable, integrated campaign that could transcend channel to inspire a movement. With Beauty Mark work across print, out of home, PR, experiential marketing, paid social, organic social, owned channels, and in-store events, the campaign would inspire both brands and consumers alike to take action: - Create awareness of what the Beauty Mark promise is and what it means - Get users to share unaltered selfies using #BeautyUnaltered, promoting a healthy self-image and giving the conversation momentum List the results (30% of vote) must include at least two of the following tiers: Tier 2: - 3.6 billion earned impressions - 0% negative sentiment on social - 104 million total #BeautyUnaltered impressions - 15.1 million total shared content reach - 11 major beauty brands committed to being transparent in their marketing Tier 3: - Average daily sales were up following the announcement - 80% of consumers have a more positive impression of brand’s beauty offering after hearing about this initiative - More than 50% of aware consumers say they will shop with us more often
美容标志
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Beauty Mark
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