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Aveeno
digital radiance
by Chana Mayefsky
August 27, 2010
Brandchannel's weekly Digital Watch feature takes a deeper look at brands’ digital strategy. Our latest case study, Aveeno, shows how the award-winning line of healthy skincare and personal care products communicates its brand essence on digital — emphasizing its natural appeal in an organic, welcoming manner.
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Science is the name of the game for Aveeno, Active Naturals. In 1945, brothers Albert and Sidney Musher collaborated with the Mayo Clinic and discovered the natural goodness of 100 percent colloidal oatmeal on dry irritated skin. Their experiments ultimately led to the creation of the Aveeno company and its first product: Soothing Bath Treatment. Today, Aveeno offers a vast assortment of skin and hair solutions that moisturize and restore. Its presence on the web and on Facebook emphasizes the brand’s integration of science and nature, as well as, of course, the nourishing Aveeno ingredients that, it claims, can make every woman’s body healthy and radiant.
WEBSITE
Aveeno’s tagline and theme, "Aveeno Active Naturals: That’s the beauty of nature + science," is inherent in every aspect of the brand’s homepage. A visitor’s first glance at the site Aveeno.com will show a moving screen of five different images, each of which highlights a different segment of the brand: baby care, hair care, skin care, sun care, and facial care. In the background of each of the five screens is a fading periodic table (remember chemistry class, folks), that subtly makes the scientific connection. In addition, there is an image of an active natural like oats and wheat in the background of each screen. In this way, the brand tells consumers online, science and nature converge to create products that women need.
Although skincare and hair care are not exclusively the domain of women, the website is geared entirely to women (other than its products for babies). The pictures on the website are only of women and the Aveeno contest on Facebook asks fans to honor their role model, and it’s clear they mean a female one. The Facebook contest page says, “Whether it's your best friend, your sister or your beautiful mom, you know who your radiant role model is. She exudes radiance, inside and out, and her glowing skin is second only to her glowing personality.”
The website offers coupons, free samples, and plenty of advice. Between the videos of professional hair stylists, the skin care advisor tab featuring articles on skin condition related issues by dermatology experts, and a list of award-winning Aveeno products, consumers will be hard pressed to find a reason not to like Aveeno.
Clearly, the brand is dedicated to preserving nature and has partnered with organizations on initiatives dedicated to the beautification of America. The website declares that “all of our products come from nature. That’s why we are committed to protecting this amazing resource.”
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SOCIAL MEDIA
Despite the fact that the website is geared to women, it is clear from the Aveeno Facebook page that its products are a hit with men too. Some recent posts indicate the near desperation some men have felt at their inability to find the Ultra Calming Shave Gel. The moderator promises that the product, after being shelved for a bit, will be back in stores soon.
The brand’s Facebook page can be easily accessed via the icon on the bottom of the website’s homepage. The Aveeno Facebook wall promotes the brand’s collaboration with the Skin Cancer Foundation’s Road to Healthy Skin Tour. There, the moderator reminds fans, almost 71,000 of them and counting, to get their skin checked by a dermatologist if they were unable to take advantage of the Skin Tour’s free screening.
More people will certainly be encouraged to become fans of the page in order to enter the radiant role model contest. The winners receive a five day vacation to a health spa in Maui, while runners up will receive Aveeno products. The Facebook page also encourages visitors who are uncertain as to what product is best suited for them. The Skin Test tab gives fans a test to help them customize a skin care regimen based on their personality and attitude.
When it comes to the web and social media, Aveeno is making a mark. Let’s just hope it keeps our faces as clear as its conscience.
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Chana Mayefsky is a freelance writer. She graduated Summa Cum Laude from Yeshiva University and holds a Bachelor's degree in English and a Master's degree in Jewish History.
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*Due to the constantly changing environment of websites, some reviews may no longer reflect the current website for this brand.
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Jul 16, 2010
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KIND Snacks - digital altruism -- Sheila Shayon
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Kind Snacks shows how a health food brand can craft a cause marketing campaign that combines social media, moxie, and random acts of pay-it-forward kindness between strangers.
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Jun 4, 2010
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Gatorade - Drink it up -- Mark J. Miller
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Gatorade’s digital marketing department is keeping extremely busy online. One of the main tools in their arsenal: the celebrity endorsement of big-name athletes.
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