Testing Brand Personality for Beauty Brands
Sometimes, you’ll watch an ad and you’ll remember the overall concept, or a hilarious one-liner while forgetting what product, or brand this ad was even for! To avoid this fate, you’ll want to ensure that your brand’s personality comes through. With the proper ad testing methodology, you can optimize your spot for, brand personality, brand attributes, and brand recall!
We recently tested a brand new concept for a well-established beauty brand. Their goal was to showcase both the new product and its benefits, in addition to the overall brand personality while assessing the consumer’s purchase intent. The brand identifies itself as confident and innovative, and the product itself lists some pretty spectacular claims—but did it resonate with the potential consumer.
We surveyed women between the ages of 16-40, who frequently wear makeup. We segmented the participants into two groups, 16-25 and 26-40, for comparison. The survey was curated to assess both qualitative and quantitative metrics, using a mix of single choice, randomized checkbox, and open-ended questions. We assessed brand opinion, brand recall, likelihood to act, brand personality and message clarity with quantitatively. We asked participants to express their likes and dislikes using open-ended questions. The concept performed very well overall, however, there were some key differences between the two groups.
The 26-40 group was more likely to share, purchase, and recommend the brand. The 26-40 group also had a stronger reception of the message clarity and a stronger perception of brand personality attributes.
The open-ended questions proved to equally insightful. Viewers loved seeing models and actresses of diverse ethnic backgrounds and varying skin tones. They also expressed a likeness for the product and the product’s claims. On the negative side, some participants found the models to be wearing toomuch makeup which detracted from the overall ad experience. They also found certain scenes to be irrelevant to the product being sold. The younger group (16-25) had a lower brand opinion overall. Brand opinion for women 16-25 was also significantly lower than the industry norm, and slightly lower than the norm for all ads. Future tests could further optimize the results for this age group; to dive deeper into what they look for in a beauty brand, and which brand personality attributes they resonate with.
Want to see if your brand personality measures up? Spot Trender can help you make positive changes to your brand’s ads? Spot Trender is a full-service ad testing company—we help our clients test their concepts/storyboards all the way to post-produced spots. Contact us now. We’ll work with you to craft powerful messages.