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Biocorner’s Before and After Ad

 

Posted on March 10, 2009
Gonzague Dambricourt

 

Beauty products based on natural ingredients make you look sexy AND don’t harm the environment. That’s the message the natural cosmetics brand Biocorner wanted to communicate. For this they used comparative advertising in a clever way. Instead of comparing their products to a competitor’s, they simply showed the difference their products can make to a person’s appearance...

Before and after:

(We love the “save the whales” T-shirt by the way.) Now here’s the same young lady, this time AFTER using Biocorner’s make-up (and probably a good deal of photoshopping - but let’s not go into that now).

The tagline says it all: “No need to be ugly anymore if you want to save the planet.” A daring campaign that might even provoke some people, but ultimately wins us over by its sense of humor. After all there is quite a big grain of truth in this ad — who hasn’t ever met a person that resembles the first picture? Clothes make the man, but make-up makes the woman.

Biocorner’s Brussels-based ad agency Air used intelligent tactics to make the brand known. Although the brand operates in the small market segment of natural cosmetics, this ad has already reached a lot of people. Let’s hope that it’ll inspire other brands and creatives to give free rein to their creativity and to try out more courageous print ads!


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1. Tuesday 17 March 2009 attime 16:24, by Promette

I think this ad stands to alienate a lot of women. Did they consumer test this? Do we all have to look like photoshopped glamour models?

Being creative and controversial is one thing, but upsetting your target market isn’t a great idea.

2. Tuesday 17 March 2009 attime 16:27, by Gonzague

hi Promette

This ad is intended to be funny, not to make fun of women whom are not glamour models :)

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