BUZZ NEWS

Nivea and the Anti-Cellulite Couch

Posted on September 9, 2008
Samuel Nirelep

Cellulite, orange peel syndrome, cottage cheese skin, fat, OH MY! So many words that no doubt make you cringe! Well, marketers have succeeded in their goal of making the majority of women identify with the young, beautiful, voluptuous models that adorn the pages of the most fashionable magazines…

Marketing professionals never cease to amaze us, however. I speak, of course, of the cellulite “two-sided couch.” Does that mean nothing to you? Let me explain, then.

During Miami’s “Fashion Week,” the famous cosmetics brand Nivea unveiled a two-sided couch that was meant to serve as a before and after image for the company’s new miracle product, Good-bye Cellulite. In terms of the before and after shot resemblance, the couch’s left side is full of dimples (before) and the couch’s right side is completely smooth (after), showing the benefits of using the new product. Clever, right? The concept just might be more effective than a traditional commercial.

The couch is the brain-child of TBWA/CHIAT/DAY New York. This agency took advantage of the arrival of the new swimsuit collection by designer Shay Todd at Miami’s Fashion Week to unveil its new marketing creation.

Cosmetic brands often use ideas that will stick in the minds of consumers. Remember the Dove campaign which, unlike that of Nivea, emphasized the curves that “normal” women try to hide? Dove further decided against using the traditional rail thin models so engrained in our heads.

Campaigns like this serve to remind us of the unhealthy relationship many people have with their bodies. A large percentage of people are unhappy with the way they look. Many will go to great lengths to attain the body they desire. Some, sadly, will go to the extreme; it is estimated that between 0.6% and 4.5% of individuals will have an eating disorder at some point in their lifetime. More than 90% of women with eating disorders are between 12 and 25 years old.

This begs the question: how much of an influence does advertising have on this problem?