More Red Carpet Moments
The Oscars vs The Grammys
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Posts from the ‘PR & CELEBRITY ENDORSEMENTS’ Category
Feb 27
Fashion Trickle Down from the Red Carpet
Awards Seasons’ Fashion exhibits the Trickle Down Effect
Olya Bell : ‘Gentlemen, did Ricky Gervais’ burgundy TED Baker diner suit inspire you to take a fashion risk?’
Hannah Brooks: ’Who cares about the suit! You have to love an awards host who takes a beer to the lectern’.
Hannah: ‘When did it stop being all about the films and shows and start being all about the fashion? What will the Oscar’s bring?’
Olya: ‘Han it’s always about the fashion! It is a little bit of PR brilliance on behalf of fashion industry’.
Hannah: ‘These days it seems we care less about who actually won the award, and more about which star was lent millions of dollars worth of Harry Winston jewels and who wore what. We sit glued to the television, we tweet our opinions to the world, we text our friends when we see a disaster on the red carpet and we talk about the dresses for days after the event. Are we just living our lives vicariously through those who are lucky enough to be sample size, styled by Rachel Zoe or lent a dress from Lanvin? Do we really take fashion inspiration from the red carpet… what does awards season mean for the people who are their own stylists?’
Olya: ‘They say that imitation is a form of flattery, yet I am not too sure. Allen B. Schwartz has become synonymous with post-award show knock off gowns. He usually replicates the top four gowns that retail between $250 -$400 US. They have been a huge hit with the prom market in the USA. ABS even produced replica’s dresses straight after the Royal wedding. ABS is not only the company that do “inspired” dresses. Msnbc’s Today show “get red Carpet looks for less” video features four Faviana gowns to get that star look for less, straight from the runways of the golden globes. As students we were cautioned against the evils of plagiarism, what I want to know is – how is this different? We have included some images from their “look like a star” collection compared with the actual dresses the stars wore at the bottom of this post so you can decided for yourselves. ’
Angelina Jolie wearing a Atelier Versace gown followed by an “inspired gown” by Faviana.
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How emotional are you about EYELASHES?
So many mascara campaigns have a tendency to over promise and under-deliver. Even thought it won the Australian Beauty Award for most Innovative New Product in 2010, and made it onto HARPERS BAZAAR HOT 100 list, there has recently been a lot of chatter about the MODELco Fibrelash Extreme Lash Extension Kit. Let us say – believe the hype! If you are sceptic by nature, don’t believe us, just watch this demo video and see for your self or better still try it!!
Youtube:Modelco Fibrelash mascara Read more
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Anne Hathaway v’s Gwyenth Paltrow – Does TOD’s win?
The 2OPINIONATED girls, at present, are somewhat jaded by the continuous stream of celebrity endorsements. Celebrity endorsements are nothing new, they have been around well since the birth of Haute Couture. Over the years they have enjoyed success with icons such as Jackie Onassis and Grace Kelly. Jackie O’s relationship with Gucci increased its international exposure as it also did for Hermes with the renamed Kelly Bag.
Why are we so cynical and confused on this issue? Often customers brand loyalty is questioned but what’s happened to celebrity loyalty? Are long associations a thing of the past? Are we too saturated by celebrity advertising endorsements and what happened to using models?
Powerless ★ ★
Palatable ★★★
Olya Bell: ‘Is the TOD’s woman having an identity crisis or has she simply been replaced? The current campaign has taken a huge jump from a conservative fur wearing Gwyneth Paltrow to a ravishing Anne Hathaway draped over a red sports car. The new campaigns colourful, strong imagery has definitely moved out of the previous realm of beige. I don’t associate TOD’s however with just one celebrity and I’m not sure if this is their flaw or a strategy?’
Pointless minus★ (TODS - French Vogue, September 2011)
Hannah Brooks - ‘This ad offends me on so many levels…worst of all is the matronly presentation of attractive women (the shoes appear to be giving all these women kankles). Also, when you consider that a Tod’s bag retails for over $1000 in Australia – I don’t think this ad reflects that price point. Lastly, the red carpet doesn’t look like it’s leading to the PTA meeting.
…and then… only a month later in Vanity Fair (US November 2011), TOD’s new campaign features Anne Hathaway. I’m confused, it seems like only yesterday we had Gwyneth Paltrow as the face of Tods…and seconds later its Anne with now Gwyneth endorsing Coach handbags. I think the public have longer memories than ‘Ad Men’ give us credit for’.
Olya Bell: ’With the vastly different styled images I have to ask -”Who is this TOD’s woman?” One minute “she’s” an over conservatively styled Gwyneth lounging on sofas in a world of beige, and the next some awkward group perched on steps. This contrived group sit and stand with overly orchestrated positioned handbags and shoes. The problem with the image is that they aren’t cool enough for me to care about them or even question why they are not walking the red carpet. My guess would be that they added the red carpet for some colour to lift this placid image.
The image with Anne Hathaway on the other hand certainly grabs my attention. The gorgeously lush images, photographed by Mert Alas and Marcus Piggott, styled by Karl Templer and with the creative direction set by Fabien Baron, certainly hit the mark for me. I do however have to pose the question – ”Could they have achieved a similar outcome with the added bonus of some continuity that with a new photographer, concept and re-style of Gwyneth?”.
The only conclusion I can draw from all these images is that the TOD’s women like to lounge and are in no hurry to go anywhere. Is the intent to have every possible woman enter a TOD’s store, lounge a little and let the handbags speak for themselves?’ www.TODS.com
Palatable ★★★
Hannah Brooks- ‘This ad is a direct contrast to the September issue ad. Anne Hathaway looks incredibly sexy and the ad is oh so lush – but in all honesty I don’t think its enough to inspire me to buy a Tod’s bag (especially considering last months soccer mom ad). The ad caught my attention but I am confused by the brand.
PS: Just to let you know I’m relatively short - so no matter how inspirational the ad is I don’t think a driving moccasin is a good look for me. What are your thoughts Olya?
Our question to you is… can the soccer mum and the hollywood starlet co-exist under the same brand banner?
“To buy or not to buy?”…That’s always the question.
Hannah Brooks: ”In an age of digital marketing the process of actually buying a magazine can be perceived by some as a pretty low tech exercise. Despite radical changes in technology, Olya and I are just as much tragic “old school” magazine addicts as we are technology junkies”.
Olya Bell: ”Hannah, there is something magical about flicking through the pages of a new magazine, oh and you know it’s battery is not going to give up on you half way through the flight”.
Hannah Brooks: ”I find it fascinating and exciting that fashion marketing can exist in an environment where, in many ways print is still king! Each month we eagerly await the release of new print comapaigns…sad but true”.
Olya Bell: “I hope that we will inspire you to shamelessly get out your magazines, have a bit of a flick and then share your opinions on which ads you love and which brands you feel should immediately rethink their strategies or fire their brand managers and ad agencies”.
As we all buy them often - beauty products seemed like a good place to start.
In this regular post we will rate advertisements according our 2OPINIONATED criteria:
- Perfection ★★★★★ - because as we all know you can’t beat perfection.Translation: Locate supplier and SHOP ASAP!
- Phenomenal ★★★★- this ad was: visually appealing, creative, aligned with brands values, showcased the product and most importantly created a desire to purchase. Translation: Memorable and YES, its time to shop!
- Palatable ★★★- this ad: might have caught our attention but was somewhat unsatisfying. Translation: If you see the product again or you have a specific need then you might just check it out.
- Powerless ★ ★ - this ad: missed the point, was visually unappealing and contradicts the brands image. Translation: Memorable for all the wrong reasons, no need to shop here.
- Pointless minus★- to be awarded to the brand whose advertising dollars were completely wasted. Translation: You either flicked right past the page or walked straight passed their product.
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YSL, Chanel or Revlon ?
Here our thoughts on the following three print ads.…
YSL Shocking Mascara
Hannah Brooks:’I love, love, love this ad. It’s phenomenal for me on so many levels. Firstly, despite the fact I’m a 40-year-old woman I can still relate to this young model.Secondly, it’s all about the eyes and they look sensational (surely that’s what its all about for a mascara ad), the lashes alone are enough to make me rush out and immediately buy Shocking mascara.Thirdly, the text tells you just what you need to know and nothing else it also avoids the naff and overly technical product specifications that can often make you feel like you’re buying a pesticide than beauty product’. Verdict: PHENOMENAL ★★★★ YSL Shocking Mascara
Olya Bell: ‘I also love this ad and I instantly think of the gorgeous gold packaging that this product will arrive in! I recently purchased the product and even though my I wouldn’t call my lashes shocking I do enjoy this product. My only pet hate is using false or digital lashes to advertise mascara but YSL are not alone here. I guess its not a medical product!’ Verdict: PHENOMENAL ★★★★ YSL Shocking Mascara
Chanel – Perfection Lumiere Foundation
Hannah Brooks - ‘Much as it truly pains me to be critical of Chanel this ad misses the mark for me on a few levels. I especially take offence to the tag line claims that “perfection has never been so simple”…please…much as French women make it look effortless we all know perfection takes lots of hard work. I love the drama of the slick pony tail, however the shadow on the image somewhat takes away from my ability to determine actually how flawless this fluid make up actually is. The composition of this ad (two pages) really doesn’t work for me. the product just looks a little plonked on the second page (interestingly I think the ad works slightly better as a single page ad).’ Verdict: PALATABLE ★★★
Olya Bell: ‘ I am mostly seeing this print advertisement in vertical format as an in store display poster both in Luxembourg and in France. I am not quite sure of what the iphone’s colour temperature setting was on Hannah’s image but the colours look way off base for me. I know this sometimes happens with print! Frustrating! Personally I remember this ad and other than the “perfection has never been so easy” heading I can relate to this airbrushed model! I love the lighting and mood of this image. The message, product and branding are clear and memorable’.Verdict: PALATABLE ★★★ PS – Here is the same image from Chanel’s Web Page.
Revlon – Colorburst Lipgloss
Olya Bell: ‘I am not a big Revlon fan so I can’t say that I am particularly objective in my comments. My good friend Marina loves Revlon products and has bought me several to try. The products have been fine the problem for me lies with the packaging. It feels dates and reminds me of my mothers lipsticks. This ad also takes me back and not in a good kind of way! 80′s with a dash of 70′s but in 2011? I am confused!’ Verdict:Powerless ★ ★ - this ad: missed the point and was visually unappealing.
Hannah Brooks - ‘In the interests of honest disclosure I need to confess that I’m actually the type of consumer who buys make-up just as frequently from a pharmacy as I do from a make-up counter. Given my purchasing behaviour I feel I can speak honestly as to why this ad can be classed as powerless.Firstly, I am 40 years old and a big Jessica Alba fan – but who would want to buy a product that makes a 30-year-old woman look like a 40-year-old woman. Call me naive but I want a product that promises to do the reverse..Finally, the copy claims the product makes your lips 5 times more shiny than “patent leather”(I am guessing a man approved this copy)…what woman wants her lips compared to patent leather…ENOUGH SAID!!!
In the book Eve-olution, published in 2000, Faith Popcorn devotes an entire chapter to how Revlon advertising misses the point and it would appear, 11 years later, that no one at Revlon listened to her advice’. Verdict: Powerless ★ ★
