Benefit and Chanel are a pair of top-end cosmetic companies – both well-known for their class and quality. However, their brand images have been crafted with different creative methods to hit the right target audience...
Benefit’s vintage style is one I really love – their use of fun, clever ideas combined with a clean graphic technique makes their campaigns attractive to a younger audience. I think this is style is effective because the entertaining ideas portray Benefit as a friendly company – not one of the types that sell you a half-empty bottle for twice the price! Furthermore, the vintage feel implies reliability and quality thanks to the classy graphic style.
This set of images is a sample of the ads they used to promote the release of a new range of skincare products. Their use of the titles “HELLO BRILLIANT” and “LET THERE BE LIGHT” followed by the tag line “Skincare solutions so radiant, you’ll need a dimmer switch” combined with the vintage-style image of a woman with an illuminating lamp shade over her head, her fingers clasping the switch creates a really fun twist on cosmetic advertising.
Chanel, on the other hand, uses a much more obvious, yet classy style – often featuring sleek photography in quite a generic ‘fashion photography’ form. However, this style works well to draw in an older audience than Benefit aims for; since usually only upper class women can afford to buy their products, not teenagers! Also unlike Benefit, Chanel is very limited with its’ use of text and uses only very simple fonts when necessary. Personally, I really love the photography because the shots are carefully planned and brilliantly executed – I love fashion photography! But, in context, the professional quality to the images helps represent the value of their products.
