Betty Boop Pops Back Onto the Scene

Turning to a Screen Siren to Introduce a Mascara

By ANDREW ADAM NEWMAN

Published: November 12, 2012

    According to the article written by Andrew Newman for the Wall Street Journal, Lancome cosmetic brand has received an licensing agreement for its new mascara Hypnose Star.  This licensing agreement allows Lancome to use the infamous 1930's character Betty Boop. 


   The company has incorporated Betty Boop into print ads and online video's promoting their  world renowned mascara. The print ad, done by Publicis 133, shows a larger picture of an upclose shot of supermodel Daria Werbowy. With a overlapping smaller picture of Betty Boop leaning against a container of Hypnose Star. 

     The print ad is set to appear in magazines Harper's Bazaar, Elle, Glamour, as well as, People. 

    
     The online video, on the other hand, shows a scene of Werbowy in a dressing room trying to say "Boop-oop-a-doop." As she struggles to perfect the statement she is accompanied by the animated Betty Boop. 


    Newman stated: "According to the Q Scores Company, which tracks the popularity of celebrities and licensed characters, the last time consumers were polled on Betty Boop, in 2007, 90 percent of women aged 18 to 49 recognized the character, but only about 12 percent said she was one of their favorite characters — what the company calls a Q Score of 12."

     With 200 licensed Betty Boop products in the United States and over 400 licensed products outside the U.S., Lancome calls upon a historic character to gain attention of women everywhere.

   

   In my opinion, I believe that this will help Lancome. The cosmetic brand targets upperclass females from the ages of 18 to 45. With that being said, the company's decision to expose the product to the demographics of fashion magazines allows them to reach their markets, all while distributing the product to places that suit these demographics needs such as Bloomingdales, Sephora, and Nordstrom.

   While strategically suits their target markets needs, the company's ads incorporate a mix of a youthful supermodel and a traditional icon in Betty Boop. In this case the divergence brings together women of all ages. The older and the younger can move connect to these advertisement ideas. Thus, I think that the ad campaign will be successful.

New York Time Article

   

Topics: Brand, Advertising, Licensing, Demographics