The ‘Max Factor Makeover Break’ consisted of three 90 second advertisements shown in a series over consecutive commercial breaks, in which a consumer was made over by experts using a range of P&G Beauty & Grooming products.

These advertisements were the first of their kind in the UK, with the multi-brand ad series running in beauty-themed programming, such as How to Look Good Naked. P&G trialled a similar format in the US, where it was found to quadruple “intent to purchase” versus normal advertising spots.

Max Factor Makeover Break features an ‘everyday heroine’, who entered a competition to star in the campaign earlier this year. Lesley, aged 30, is an Engineering Manager who confesses that she spends most of her time in safety boots and trainers, and barely ever wears make-up. The course of the adverts sees her given a glam new look using products from P&G Beauty & Grooming’s Max Factor, Olay, Aussie and Clairol Nice ‘n Easy ranges.

Roisin Donnelly, P&G’s Director of Marketing in the UK and Ireland, said “The star is a genuine consumer, which immediately engages women of all ages. It doesn’t feel like traditional advertising - it’s almost like an intimate documentary – and is an innovative way for us to develop and deepen emotional bonds with the consumer”.

The campaign aims to educate and inspire consumers, communicating simple beauty solutions and actively showing women how to get great looks. Throughout the series of adverts, the experts share tips from how to select the right hair colour to applying moisturiser properly.

“Not only does the campaign bring the products to life by enabling consumers to see their benefits, but it also helps women to get the best from their cosmetics and make them feel great”, added Roisin.

The adverts ran from mid-June into July and were supported online by a microsite featuring the advertisements as well as ‘behind the scenes’ footage and additional product hints and tips.

Results

• There is clear evidence of the Makeover Break cutting though with those exposed significantly more likely than those not exposed to say they have seen advertising for the brands involved.
• The Makeover ad performs better than the three “normal” ads tested for” likeability”, “paid more attention”, “wanted to keep watching”, “made me think about brands in a new way” and “seeing the ad as different to normal ads”. 65% said that they paid more attention to the ad and 69% said “I liked the ad”
• The new format is viewed positively: 67% said I preferred watching these ads to other ads
• At a future purchase intent level, viewers exposed to the Makeover ad break are significantly more likely than those not exposed to claim they would purchase any of the products next time they visit a store.
• Those exposed to the Makeover ad have a more positive brand image of the brands involved than those not exposed, suggesting the Makeover ad has had a strong impact on brand image