Product Placement and the Beauty Industry
- Shelby
- Mar 4, 2019
- 2 min read
Updated: Mar 5, 2019
Welcome back,
You may have seen a lot of films and TV advertisement that shows product placement without even knowing about it; also known as embedded marketing where brands or products are incorporated into different pieces of work. Product Placement is also a huge aspect of social media; a lot of celebrities endorse a range of product as advertisements.
Kim Kardashian West is amongst a whole range of celebrities that use their social media following as a way to promote products through 'Product Placement'; which is also a paid partnership for her coverage on particular product reviews and content, in this case, it being Vitamins. A lot of brands use influencer marketing and product placement as a vital way of gaining exposure and awareness for their brands, as this way they can easily target their key demographic while having the name of a considerable celebrity behind their brand which is more likely to gain customers trust.
Love Island is a huge TV show in the UK which is on for several weeks in the summer where a bunch of young singles aim to find love. This is the perfect show for brands to promote themselves through product placement, sponsors and paid content advertisement. As you can see form the examples above Missguided sponsored the favourite show by sharing an "Island Style" where they promoted a "get the look" by providing the islanders with clothing from the brand in which they can promote via social media. Also, Superdrug was a huge sponsor worth "£3.5m" (source) to the ITV show where they focused heavily on advertisements before the show featuring relevant products such as suncream, then focused heavily on product placement which you can see your peripheral vision of the background in the show.
Love Island has proved to be the most popular series ever aired on ITV2 – viewing figures at times topped 5 million – and proved that Britain’s TV industry can still make programmes that appeal to younger audiences amidst the streaming revolution.
The show was the biggest hit of the year among hard-to-reach 16- to 34-year-olds – with the exception of England’s World Cup football matches – a huge drawcard for advertisers. - The Guardian
Social media has had an enormous impact on the beauty industry especially with this form of marketing that has been around for years and seen in many famous films such as James Bond, American Idol and many more popular platforms. Promoting products through celebrities and well-known figures is a excellent way of targeting your target segmentation. Additionally explicitly picking relevant TV shows or films is a great way for a brand to gain exposure and promote this across multiple different platforms; Superdrug proved their sponsor across various platforms ranging from TV, Youtube and Social media and has helped the brand significantly with sales and awareness of the brand.
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