“你值得拥有”是化妆品欧莱雅的创意广告词。广告策略是巴黎欧莱雅L’oreal进军中国市场又一重要手段。巴黎欧莱雅L’oreal对于不同的产品采用不同的广告策略,根据不同的目标顾客巴黎欧莱雅L’oreal采取了行之有效的促销方法。
同一产品,欧莱雅L’oreal拥有多个广告版本,这一策略的关键在于产品推广市场的需求与广告传播概念的吻合。
先后有巩俐、张梓琳、李冰冰、范冰冰、李嘉欣、杨紫琼等重量级明星为欧莱雅产品做代言,她们说的广告词的最后一句都是“你值得拥有!”。
港版欧莱雅比内地版欧莱雅便宜的原因主要有以下两个:
1 广告费用:在香港,欧莱雅的广告投放力度相对较小,广告费用较低,这直接降低了产品的成本。与此相比,内地市场的广告宣传力度较大,相应的广告费用也就较高,这些费用会反映在产品价格上。
2 渠道利润:香港的渠道利润结构较为简单,各级分销商的利润点较低,因此产品在市场上的售价也相对较低。而在内地,可能需要经过多级分销商,导致渠道利润较高,从而影响了产品在市场上的售价。
此外,进货渠道、关税等因素也可能影响港版欧莱雅的价格。总的来说,这些因素共同作用,使得港版欧莱雅在价格上相对较便宜。
欧莱雅代言人有如下:
一、巩俐, 中国著名女演员
二、朱一龙,中国实力男演员
三、辛芷蕾,中国女演员
四、李宇春,中国流行女歌手
五、杜晨,中国著名女演员
六、阮经天,中国台湾著名男演员
七、李冰冰,中国著名女演员
八、佩内洛普·克鲁兹
九、安迪·麦克道威
十、克劳·蒂娅希弗
十一、简·方达
十二、伊娃·朗格利亚
十三、黛尔·海顿
十四、艾西瓦娅·雷
十五、凯丽·华盛顿
十六、米拉·乔沃维奇
十七、诺米尔·莱诺
十八、碧昂斯·诺斯
十九、莱狄提雅·卡斯塔
二十、克洛斯
—巴黎欧莱雅
巴黎欧莱雅的广告曲是《Beautiful》。
歌名:《Beautiful》
歌手: Bosson
作词: Bosson
作曲: Bosson
所属专辑:《Rockstar(Digital Only)》
歌词:
I do believe in fate cause that's how we met
It was raining and we were soaking wet
You took the last of cabs on an empty street
Then you smiled at me and said 'take a seat'
I said do you believe in love at first sight
You said if you give me a reason I might
Ok, well your hair is wet and your clothes are a mess
And your makeup is all over your face
And still you're so
Beautiful, so, sweet and just adorable
You are a miracle, simply irresistable
You are so beautiful, so, sweet and just adorable
You are the finest thing that I've seen in my life
You're everything that I've ever dreamed of
Now it's been seven years 1 month and a day
Since we met and I'm so happy to say
Today we'll be man and wife and gave
Our lives to the precious thing we have called love
So now I'm standing here well dressed and prepared
In a black suit that you told me to wear
And when you're walking in, you amazing thing,
You take my breath away
Cause you are so
Beautiful, so, sweet and just adorable
You are a miracle, simply irresistable
You are so beautiful, so, sweet and just adorable
You are the finest thing that I've seen in my life
You're everything that I've ever dreamed of
For richer and poorer till death do us part
In sickness, in health you are always in my heart
Till the day when we're old and grey
I will cherish and love you in every kind of way
Beautiful, so, sweet and just adorable
You are a miracle, simply irresistable
You are so beautiful, so, sweet and just adorable
You are the finest thing that I've seen in my life
You're everything that I've ever dreamed of
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来自法国的L’Oréal Paris(巴黎欧莱雅)是世界最著名的美容品牌之一,提供全世界人们包含最新科技成果的美容及个人护理产品。其高科技的产品配方、高档的产品包装以及愉悦的产品使用感受,为那些追求卓越的消费者提供了一种触手可及的奢华。
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