Spain to Ban Some Diet, Beauty TV Ads
Before 10 P.M.
Government Hopes Move Will Help Halt Growth of Eating Disorders
January 20, 2010
LONDON (AdAge.com) — Marketers in Spain could be banned from advertising certain beauty products and services before 10 p.m., as the government attempts to stamp out the growing number of eating disorders and improve the mental health of young women fixated on their weight and appearance.
Corporacion Dermoestetica, a national chain of cosmetic surgery clinics, is the biggest advertiser in the about-to-be-banned category.
Ads for diet products, some beauty treatments and plastic surgery are now officially considered more dangerous for young people than commercials for alcohol, which can be advertised from 9 p.m.
The lower chamber of Spain’s parliament has passed the law, and the upper chamber is expected to ratify it within weeks. It’s unclear when the ban will go into effect.
The new law states: “Broadcasters cannot carry advertisements for things that encourage the cult of the body and have a negative impact on self-image — such as slimming products, surgical procedures and beauty treatments — which are based on ideas of social rejection as a result of one’s physical image or that success is dependent on factors such as weight or looks.”
“The ban is about product function rather than the content of the communication,” said Alex Pallete, chief strategic officer at Lowe Group’s Lola Madrid. “The goal is that no under-18s will be affected by mental issues like anorexia and bulimia. In Spain, people tend to go for non-surgical methods of slimming, like not eating or vomiting, but we have had a lot of immigration from Latin America, where plastic surgery is much more common, and their culture has influenced our culture.”
Mr. Pallete said that in 2008, 7,000 ads were broadcast that now fall into the banned “body worship” categories. The beauty and hygiene segment is the third-biggest TV spender in Spain, accounting for $708 million in airtime in 2008.
While debating the 10 pm watershed for slimming products and plastic surgery, the government considered — but eventually rejected — a far more drastic ban that would have included all products advertised as “lite,” potentially banning ads for a wide range of food and drinks like Coke Lite and light beer.
The biggest advertiser in the about-to-be-banned category is Corporacion Dermoestetica, a national chain of cosmetic surgery clinics. Mr. Pallete predicts that advertisers will follow the example of cigarettes and alcohol, maintaining their budgets but diverting the money to sponsorships, events and online. Or they may just advertise late at night.
Lola Madrid works for the government’s youth institute, Injuve. Mr. Pallette said, “Teenagers are worrying more about their self-image, which can handicap their physical and moral development.”
The 6-year-old Spanish government has been pro-active on many social issues, including that of skeletal fashion models. In 2007, the health ministry agreed with major fashion retailers, including Zara and Mango, that the mannequins in their stores would not have proportions smaller than a U.S. size 6. And in 2006, Madrid was the first city to ban ultra-thin models from its fashion week runways.
In another move, Spain’s government this month outlawed advertising on public TV, following the lead set by France last year, as the two countries attempt to match the cultural quality and diversity of the BBC’s output in the U.K.
Source: Emma Hall, adage.com
Dove Takes Its New Men’s Line to the Super Bowl
Push for Men & Care Cleansing Products Is Brand’s First Appearance in Game Since
MILFORD, Ohio (AdAge.com) — Unilever has found a big platform to launch a new line of Dove cleansing products for men: the Super Bowl.
A spokeswoman for the Unilever brand from its PR shop, Edelman, declined to comment on marketing plans, including creative, for the Dove launch, which will mark the brand’s first appearance in the Big Game since 2006. The new Men&Care line, which began hitting store shelves last week and will get a formal kickoff by mid-month, is certain to rouse curiosity as it comes from a brand with decidedly feminine credentials — though it seems doubtful that a male “Campaign for Real Beauty” might be in the offing.
According to a statement from Dove, the new line is aimed at “men who are comfortable in their own skin” but want to tap the proven moisturizing power of Dove products rather than continue to use cleansing products that can dry and irritate skin. Unilever first launched elements of the men’s range, which in the U.S. includes three body washes, two bar soaps and a scrubber, in Italy last year.
WPP Group’s Ogilvy & Mather handles Dove advertising, and sibling Mindshare handles media planning and buying.
The men’s personal-care market has grown steadily in the U.S., but not at the explosive rate some marketers hoped for when it first began to emerge in earnest last decade. Men’s brands such as Procter & Gamble Co.’s Old Spice and Unilever’s Axe have fared well and have seen steady growth in body washes. But brands with more of a female identity, such as Nivea and L’Oreal, have found tougher going in the men’s market. Even P&G’s Gillette has faltered with last year’s hair-care launch, which was soundly beaten by Axe and has been discontinued in Walmart stores.
The brand’s 2006 Super Bowl appearance was for a poignant 60-second spot from the brand’s critically acclaimed “Campaign for Real Beauty” that portrayed the insecurities women have with their looks and urged people to support the brand’s self-esteem efforts. Seven months later, the brand launched its “Evolution” viral video, which ultimately reached more people than the Super Bowl ad and won top honors at Cannes the following year.
More recently, Dove ads have focused more on hard-hitting benefit messages and, in some cases, comparison ads against hair-care rival Pantene. The Campaign for Real Beauty hasn’t ended, but has gotten less play in media ads the past two years than in prior years. The most recent effort was a co-op campaign from Walmart.
Source: Jack Neff, Rupal Parekh, Michael Bush, adage.com
Cosmetifique: New iPhone app
helps consumer avoid ‘dangerous’ ingredients
Watch YouTube video for more info
January 1, 2010
A new iPhone application promises to inform the consumer of which products should be avoided using a database of INCI names and the ingredients allotted safety profile.
Cosmetifique can be used with both the iPhone and iPod Touch and claims to have a searchable database of over 5,000 ingredients, in INCI format.
Results for ingredients searches come back highlighted as either red, orange or green, to denote whether the ingredient is good, acceptable or should be avoided.
According to application designer Alfredo Delli Bovi, this can inform the consumer whether the cosmetics they have bought or are planning on purchasing are dangerous to their health or the environment.
Cosmetifique also allows favourite products to be saved with the name, brand and colour, which can then be shared with friends via email, facebook or twitter.
Delli Bovi explained that the ingredients suggested as good are natural and green ingredients.
“We talked to make-up gurus and 90 percent of them preferred natural ingredients, so we don’t suggest chemical ones like dimethicone,” he said.
A local scientific agency provided much of the information for the application as did webservices, explained Delli Bovi.
The application is now available to purchase from Apple’s App Store at a price of $1.99.
Cosmetifique answers consumer demand for more information about a product’s ingredients and fits the green and natural trends that have been sweeping through the industry.
However, the industry is unlikely to welcome this addition to the consumer’s handbag.
All products for sale in Europe have to comply with the European Cosmetics Directive which provides a list of ingredients banned from cosmetics and others for which concentration limits apply. If a product complies with the Directive and therefore allowed for sale in the region, then, according to industry, it can be deemed safe.
According to Chris Flower from the UK cosmetics trade association the CTPA, it is for this reason, among others, that the application is ‘concerning’.
“The launch of this new i-phone application is concerning for a number of reasons. Firstly, because it suggests that consumers might find ‘dangerous’ substances in their cosmetics. In Europe, all products sold are subject to strict safety legislation so would never pose a safety threat to consumers,” he told CosmeticsDesign-Europe.com.
In addition, he said it ‘perpetuated the myth that natural ingredients are not chemicals and are in some way safer than man-made ingredients’.
Getting reliable and accessible information to consumers about what is in cosmetic products and their safety is a challenge but is likely to become more important if applications such as Cosmetifique take off.
Bodies such as the CTPA and its US equivalent the PCPC have consumer orientated websites (www.thefactsabout.co.uk and www.cosmeticsinfo.org, respectively) that contain ingredients glossaries in an attempt to provide information about what is present in cosmetics products and why.
Source: Katie Bird, cosmeticsdesign.com