Catherine Zeta-Jones for Unilever Japan's Lux campaign
In a recession, consumers treat themselves with daily luxuries and are often prepared to replace a holiday to Hawaii with a small-scale splurge. Beauty and Wellness categories are ripe for premiumization at this time.
That’s why cosmetics and consumer goods’ companies are currently hiring Oscar-winning actresses and handing out free samples to grab customer interest.
Shiseido completely updated and relaunched its Tsubaki line for the first time in March. Kao has expanded its Asience line, Unilever has done the same with Lux Super Damage Repair, and P&G is aggressively marketing a leave-in treatment with the Panteen brand.
Shiseido and Kao have taken the battle to the streets, with prominent ads in subways stations and free samples for pedestrians. Unilever and P&G, on the other hand, have focused on television and high-profile web advertising. For Lux, Unilever employed a Hollywood crew to shoot a short film staring Catherine Zeta-Jones.
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