Readers spend more on beauty products than TV viewers do, research shows

1. Cosmetics & Toiletries & National
Newspapers
Latest intelligence from Newsworks
March 2009

2. Structure of today‟s presentation
Role of newspapers for women
Science and newspapers
TV & Newspapers, the perfect partnership
How newspapers work versus magazines
How brands can make their advertising work harder:
Attitudes towards cosmetics and toiletries advertising in newspapers
Do similar ad formats confuse?
Impact of ad size
Awards
Topicality/Newsworthiness
Celebrity endorsement vs model vs product
Multiple executions
What can Boots teach brand advertisers?
Conclusions

3. Women spend time with their newspaper
Newspapers are
picked up and
read on three
separate
occasions during
the day
11mwomen
read a newspaper
every weekday
70%of
women readers
spend more than
half an hour with
their papers
Source: NRS, NMA Women and Newspapers

4. Papers have a vital role in women‟s lives
Source: NMA Women and Newspapers research

5. Women value their newspaper as ‘Purposeful
Pleasure’
The Purpose
 to get informed
The Pleasure
 of feeling I am using
my brain
 of a feeling of worthwhile
time for me
The Experience
 mentally stimulating
 relaxing
On average 11
million women read
a national
newspaper each day
Source: NMA Women and Newspapers research

6. How readers feel reading a quality newspaper
Relief…it’s the first time in
the day on my own, first time
in the day for me
Very
knowledgeable
It’s vital…
it restores me
Private, in my
own little world
Proud of myself, for making
time for me, and for getting
informed
Time for me, but
it’s useful as
well
Very interested, passionate,
angry wanting to start a
conversation about it
A sense of
anticipation
Questioning
InspiredLuxury time
RelaxedFocused
Escapism, almost
transient… my head is
busy, but it calms me
down… time out from the
rest, in a capsule
That light bulb
moment something
switches you on
Source: NMA Emotional Connections research

7. How readers feel reading a mid market/tabloid
newspaper
Escape into your
paper for a little bit
Quiet time
Me time
Comfortable
Happy
I feel off
the leash
Relaxed and
unstressed
Saddened,
sickened,
incensed
Shocked, surprised,
interested, Astounded
by what I read
When you watch TV
you switch off, when
you read the paper
you switch on
Informed,
up to date
Amused
Source: NMA Emotional Connections research

8. Newspaper readers – a receptive frame of mind
76% agree
I’m in a more receptive
frame of mind when
reading a paper so
absorb factual
information as well as
enjoy the pictures in the
advertising
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)

9. 46
68
72
75
77
79
85
89
Women‟s perceptions of newspapers when
thinking about Cosmetics and Toiletries
Seeing adverts next to related articles makes
them more memorable and relevant
Companies that advertise in newspapers show
they are really confident in the product
Full page adverts in newspapers
really grab my attention
Fashion and lifestyle pages are eye-catching
I use my newspaper as a source of information,
including new toiletries & cosmetics products
I often try the toiletries & cosmetics products
that have been reviewed
I see a product that interests me in a newspaper
I often rip it out & refer to it later when shopping
I often look out for what papers say celebrities
are buying &think about trying same products
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)

10. Newspapers provide an ideal context for
science claims
96%
like to have as much
information as
possible when
considering
scientifically
developed products
72%
agree I‟m more open
to scientific
messages if I read
about them in
newspapers because
I expect newspapers
to check & verify
facts
81%
agree newspapers
are an important
source of information
for new products with
scientific claims
93%
want evidence if a
product makes a bold
claim like „teeth
whitening‟ or „anti-
ageing‟
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)

11. 4
5
5
6
7
10
13
13
26
11
11
12
15
22
33
35
34
45
22
21
24
27
29
30
29
28
22
63
63
59
52
42
27
23
25
7
Pro-Xylane
Nutrileum
Fibro Plastyl
Beta-…
Ceramides
Penta…
Retinol
Elastin
Collagen
How confident are you of the terms being used %?
I know exactly what
this means and
could confidently
explain it
I have only a vague
idea what this
means
I have a fair idea
what
this means
I have heard term
but I have no idea
what it
means/never heard
the term
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)

12. 15%
39%
29%
27%
Newspapers the most prevalent information source for
Horizon programme featuring Boots No7 Protect & Perfect
Saw Horizon programme on TV
Never heard/read/seen anything about it
Was told about programme by
friend/relative/colleague
Read about Horizon programme in newspapers
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)

13. Newspaper coverage multiplies the audience
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)
33.4 million readers1.9 million viewers

14. 50 44 41
45
41 43
ade me notice advertising for the product more… made me more likely to believe in the product's anti-ageing claims… made me more inclined to buy Protect & Per
Seeing the newspaper articles…..
Agree Agree strongly
95%
83%85%
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)

15. Average £ spend per household
TNS Category All
Heaviest third
TV viewers
Regular
newspaper
readers
Skincare 44.36 42.58 47.44
Bath Additives 15.82 16.44 15.61
Dentifrice 11.38 10.91 12.11
Razors 10.33 11.03 10.99
Toothbrushes 10.30 9.43 10.47
Mouthwash 6.78 6.99 7.40
Suncare 5.20 5.59 6.06
Hair sprays 2.81 3.31 3.59
Toilet soaps 2.38 2.40 2.78
Newspaper readers spend more than TV
viewers on many beauty products sectors
Population OOOs. All households 25017. Heaviest third TV = 6886. Regular newspaper readers = 6886. Heaviest third TV is 37% of TV
Source: TNS Worldpanel – 52 weeks ending 28 Dec 2008

16. Average £ spend per household
TNS
Category
All
Heavies
t third
TV
viewers
Regular
readers of
qualities
Regular
readers of
mids
Regular
readers of
pops
Bath Additives 15.82 16.44 11.63 15.45 17.57
Razors 10.33 11.03 9.78 11.43 12.04
Body sprays 1.82 2.32 0.90 1.49 2.49
Shampoo/con
d
18.83 18.76 14.41 18.40 18.45
Deodorants 17.86 19.70 12.53 17.33 21.22
Hair
colourants
9.23 11.76 5.61 9.70 10.11
Liquid soap 4.25 4.24 4.37 4.69 4.22
Variety of newspaper types provides more
targeting opportunities
Population OOOs. All households 25017. Heaviest third TV = 6886. Regular qualities = 1699. Regular mids = 2537.
Regular pops = 2992 Heaviest third TV is 37% of TV
Source: TNS Worldpanel – 52 weeks ending 28 Dec 2008

17. Average £ spend per household
TNS
Category
All
Heaviest
third TV
viewers
Regular
readers of
qualities
Regular
readers of
mids
Regular
readers of
pops
Deodorant
Sure 3.14 3.48 2.67 3.28 3.72
Mouthwash
Dentyl pH 1.09 1.05 1.31 1.29 1.24
Skincare
Simple 1.61 1.34 1.78 1.54 1.40
Garnier Skin
Naturals
1.93 1.93 1.48 2.41 1.57
Variety of newspaper types provides more
targeting opportunities by brand
Population OOOs. All households 25017. Heaviest third TV = 6886. Regular qualities = 1699. Regular mids = 2537. Regular pops
= 2992 Heaviest third TV is 37% of TV
Source: TNS Worldpanel – 52 weeks ending 28 Dec 2008

18. Average £ spend per household
TNS Category All
Heaviest
third TV
viewers
Regular
readers of
qualities
Regular
readers of
mids
Regular
readers of
pops
Dentifrice
Sensodyne
1.7
6
1.60 2.53 2.28 1.54
Aquafresh
1.6
9
1.66 1.43 1.52 1.83
Hairsprays
Elnett
0.5
8
0.62 0.78 1.29 0.77
Silvikrin
0.7
1
0.79 0.64 1.00 1.21
Variety of newspaper types provides more
targeting opportunities by brand
Population OOOs. All households 25017. Heaviest third TV = 6886. Regular qualities = 1699. Regular mids = 2537. Regular pops
= 2992 Heaviest third TV is 37% of TV
Source: TNS Worldpanel – 52 weeks ending 28 Dec 2008

19. Average £ spend per household
TNS Category All
Heaviest
third TV
viewers
Regular
readers of
qualities
Regular
readers of
mids
Regular
readers of
pops
Shampoo/Cond
Pantene 2.04 2.06 1.43 2.23 1.97
Charles
Worthington Results
0.39 0.30 0.41 0.32 0.29
Toilet soap
Dove 0.58 0.60 0.39 0.67 0.73
Suncare
Piz Buin 0.87 1.11 0.30 1.58 1.43
Variety of newspaper types provides more
targeting opportunities by brand
Population OOOs. All households 25017. Heaviest third TV = 6886. Regular qualities = 1699. Regular mids = 2537. Regular pops
= 2992 Heaviest third TV is 37% of TV
Source: TNS Worldpanel – 52 weeks ending 28 Dec 2008

20. 52.6 53.7
65.9
44.9
67.5
56.5
7.2 9.9
3.1
13.6
3.6
7.3
18.6
25.2
25.2
32.9
12.8 23.9
21.6
11.2
5.8 8.6
16.1 12.3
Bath Toiletries Beauty Aids Hair Products Fragrances Personal
Hygiene
Total
2008 Cosmetics & Toiletries Ad Spend
% by medium
Source: NMR
TV Newspapers Magazines Others

21. Newspapers‟ audience profile complements TV
with a profile that is relatively young, ABC1 and
London
Source : BARB Jul – Dec 2008 / NRS Jul – Dec 2008
119
138
107
159
111
149
Men 16-24 25-44 AB C1 London
Newspaper audience delivery indexed against commercial TV
Commercial TV
indexed @ 100
TV: Index v Popn 88 73 92 66 90 79
NPs: Index v
Popn
105 101 98 105 100 118

22. Newspapers offer high coverage of women
Women
Women who read
a newspaper in a week
Women who read
a magazine in a week
Source: NRS Apr 08 – Sep 08
25.2m
17.8m
11.4m

23. Newspapers deliver immediacy
Source: NRS - Accumulation Curves
Time taken to reach 96% of readers
Women‟s monthlies 171 days
Women‟s weeklies 88 days
National newspapers 1 day

24. 84
75
72
66
51
13 15
42
49
23
66
54
44
62
Role of newspapers and magazines for women
Provides
information that
is current and
up to date
Reading is a
ritual that keeps
me in touch
It is more
informative
than other
media
It gives me
ideas and
things to talk
about
When I read I
feel totally
absorbed in
what I’m doing
Quite often
clothes &
beauty
products
featured are not
available in the
shops
There’s too
much
advertising
Newspapers Magazines
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)

25. 42
47
54
62
Women‟s perceptions of newspapers vs magazines
Best buys and product reviews
are more credible in the newspaper
I prefer newspaper reviews to magazine reviews
because they give you more objective information
I seem to notice adverts in my newspaper far more
than magazines as there are fewer adverts
Products advertised in newspapers
tend to be more unique and special
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378)

26. Advertising in newspapers grabs attention more
page ad
66%
dps*
44%
Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women 142)
% of women marking ad with Post-it note
* Ad for Estée Lauder Bold Volume lifting mascara
It was larger and as there were
much less adverts it stood out. In
Elle mag there were too many
adverts and they all start to blend
in together

27. Standout higher in newspapers than magazines
25x4 ad
61%
page ad
44%
% of women marking ad with Post-it note
Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women 142)
…You don't expect to see
cosmetic advertising in
newspapers

28. Standout in newspapers almost 3 times higher
Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women 142)
% of women marking ad with Post-it note
page ad
39%
page ad
14%
The magazine is full of
fashion adverts but the
newspaper isn't. It's a full
page in the newspaper so it‟s
bigger

29. Newspapers generate higher unprompted recall
Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women 149)
14%
16%
10%
12%
7%
3%
15%
9%
11%
16%
7%
* Mascara mentions in magazines do not refer solely to the “test” ads
Evening Standard Elle The Times Grazia

30. Category prompt delivers higher recall for newspaper ads
Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women : Times 128, Grazia 147,
Standard 128, Elle 149)
% mentioning test brands following category prompt
Evening
Standard
24%
11%
23%
27%
11%
2%
Evening
Standard
Elle ElleThe
Times
Grazia
Estée Lauder Lancôme Mango

31. Stronger ad recognition in newspapers
Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women : Times 128, Grazia 147,
Standard 128, Elle 149)
% recognising
Evening
Standard
79%
68%
72%
65%
Elle The
Times
Grazia
Estée Lauder Lancôme

32. Newspaper advertising surprises and delights
It was a full page
advert. You could
really tell it was an
Estée Lauder
product advert
Whole page ad, nice eyes/
eyelashes, nice black/gold
mascara tube
It was a full page
advert. You could
really tell it was an
Estée Lauder
product advert
I love mascara
and normally take
time to read ads.
Woman's lashes
looked great
Full page colour ad on
the "typical" news
page. Big picture of the
product and huge
eyelashes on the
model
It‟s huge! It stands out against the
whole look of the articles. It‟s
unexpected. The model's face is
bright clear and beautiful.
Source: BMRB/Cosmetics & Toiletries Impact

33. Brands can benefit from „positivity effect‟ in papers
Large advert for
mascara which is
something I wear
The fact that it's in a
newspaper makes it
stand out more. I
noticed the info on
the 'new' mascara, it
seemed interesting
The colour advert is
very striking against
the newspaper print.
The picture of the girl
with beautiful lashes is
very striking
The size of the ad, the fact
that it was on the right
hand page. I didn't notice
the same ad in Grazia
The model's eyes. It took up 3/4 of
the page as well in colour. Made it
stand out against the writing
It‟s mascara in a
newspaper
Source: BMRB/Cosmetics & Toiletries Impact

34. Newspaper ads convey status , authority and universal appeal
Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women 149)
8
9
12
16
19
38Universal appeal
For women who care
about fashion but don‟t
read magazines
I‟m new buy/try me
High quality/
premium, product
For business/
professional people
Targeting a more
sophisticated clientele
The manufacturers wish to
reach a wider audience with
these adverts. They seem to be
bold and confident in featuring
full-length ads in the
newspapers
Exclusive, high
profile, importan
t
That they are more serious
products, possibly more for
professional women who
would be more likely to read
the paper than a fashion
magazine
Main messages from using a newspaper to advertise mascara (open-ended)

35. Newspapers have clear advantages for consumers
Source: BMRB/Cosmetics & Toiletries Impact study,Sep08 (Women 149)
6
10
10
15
28
38
Wider range of
potential
customers
Fewer adverts to
compete against
More people read
newspapers
Wider readership
Newspapers seen
every day
Gives people gift/
new product ideas
Advertising in a newspaper
provides a "day to day" instead of
a once a month/or week
hit, reaching a much bigger
market (including men that want
to treat their ladies with a quality
gift!)
There are not as many adverts so
yours might stand out more. The
magazines are full of adverts and I
tend to skip past them as there are
just too many to take in.
Main advantages of advertising in a newspaper (open-ended)

36. Newspapers have clear advantages for consumers
More exposure and
less adverts in the
newspaper so would
be more noticeable
It makes it more
noticeable. I stopped to
read the mascara
adverts in the
newspapers but didn't
bother with the
magazine ones
Not just targeting readers
of fashion magazines.
You're not vying with a lot
of other mascaras in the
fashion magazines
The reader of a newspaper
is more likely to be a
professional and may
therefore be willing to
purchase more expensive
beauty products, such as
Estée Lauder, because it is
important for their career to
look their best.
People read the papers more
and believe in newspapers
more than mags credibility
Women may make an
impulse purchase after
work / lunch break
Source: BMRB/Cosmetics & Toiletries Impact

37. Women like to see their interests reflected in
editorial and ads
70% felt that
seeing cosmetics and
toiletries adverts
in their newspapers
made the paper more
relevant to them

38. Brand recognition
Many women’s toiletries and cosmetics press ads appear to use
similar ‘formula’, eg
Hair care – model/celebrity head shot, shiny hair often spread out, pack
Eye make-up – model/celebrity head shot, eyes highlighted, pack
Depilatory/body care – model leg/body shot, pack
Does format similarity cause confusion?
61% agree it‟s often hard to tell which toiletry or cosmetic is being advertised as the ads looks
so similar
To further understand levels of potential confusion and identify how well brands convey
brand identity by other means, 15 ads were shown with the brand names removed

39. Strong identities for top haircare brands
Published ad
De-branded ad
73
Correct brand %
71 61 53Source: BMRB/Cosmetics & Toiletries Sep08 (Women 107, 211, 212)

40. Brand confusion potential for less familiar brands
Published ad
De-branded ad
Correct brand %
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 107, 211, 212)
20 5

41. Branding challenge for mascara brands
Published ad
De-branded ad
65
Correct brand %
59 30 24Source: BMRB/Cosmetics & Toiletries Sep08 (Women 107, 211, 212)

42. Innovations benefit from clear logos
Published ad De-branded ad Correct brand %
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 107, 211, 212)
23
Branding score
in main study
%
77

43. Average response across 6 Branding & Response Metrics
79
30
61
Boots Soltan Once
Face sun cream
Average single
ads (75)
Pantene Pro-V
High interest category but big difference in individual ad
performance
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots Soltan 107, Pantene 108)

44. Women‟s Cosmetics and Toiletries – Top and Bottom Ads
88
77
62
74
87
85
I would stop
and look rather
than turning the
page
Surprising and
gets me to
think
differently
about the
brand
Helps me connect
and identify more
strongly with the
brand
Gives me a
reason to go out
and buy this
brand
Boots Soltan Once Face
Average response – 75 single ads
Gives me enough
information to
decide whether
brand is for me
Pantene Pro-V Haircare 25 x 4
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots Soltan 107, Pantene 108)
Branding
is strong

45. 63
50
24
39
3111
13
9
2
0
2
56
Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving
Women‟s Cosmetics and Toiletries – Top and
Bottom Ads
+27
-43
-35
-47
+32 +19
%
+/- Difference top vs bottom
Boots Soltan Once Face
Average response – 75 single ads
Pantene Pro-V Haircare 25 x 4
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots Soltan 107, Pantene 108)

46. 68
61
20
28
24
12
12
10
2
0
2
63
Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving
Women‟s Cosmetics and Toiletries – Highest & lowest
active engagement
+49
-47
-46
-44
+48 +41
%
+/- Difference highest vs lowest
Estée Lauder Turbolash Mascara
Average response –75 single ads
Estée Lauder Re-Nutriv Skincare 25 x 4
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Estée Lauder Turbolash 104, Re-Nutriv 102)

47. 64
57
53
Full Page Av
(50 ads)
Half Page Av
(14 ads)
25 x 4 Av
(11 ads)
Average response across 6 branding & response metrics by size of ad
%
Larger ad sizes perform more strongly but ….
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378)

48. 79
67
62
41 41
30
Full Page Half Page 25 x 4
Branding & response average for top and bottom ads in each size
Creative strength makes a bigger difference
Highest scoring ad Lowest scoring ad
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378)

49. 79
75
48
64
62
73
59
64
Branding
is strong
I would stop and
look rather than
turning the page
Surprising and
gets me to think
differently about
the brand
Helps me connect
and identify more
strongly with the
brandGives me a reason
to go out and buy
this brand
Average response – 75 single ads
Gives me enough
information to
decide whether
brand is for me
Placing the ad next
to this type of
article makes it
seem more
interesting and
relevant
It reminds me of TV
ads for this
manufacturer
Bigger ads generate stronger responses
Boots No7 Instant Radiance full page
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots each ad 108)
Boots No7 Instant Radiance ½ page
Boots No7 Instant Radiance 25 x 4

50. 42 44
34
37
54
16
24
18
2
0
1
30
Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving
%
Bigger ads are more actively engaging
Average response – 75 single ads
Boots No7 Instant Radiance full page
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots each ad 108)
Boots No7 Instant Radiance ½ page
Boots No7 Instant Radiance 25 x 4

51. Awards have potential to boost sales
43 48 41 39 42 39 40 37 34
38 23
20 19 17 14 13 13 11
Consumersurvey
SundayTimes-
Boots
In-style
NW
Handbag
Much more likely to buy % A little more likely to buy %
If you saw a product that had been given this award, would it make you more likely to buy?
Source: BMRB/Cosmetics & Toiletries Sep08,1378 women)

52. 55% notice award and among those who notice…
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots Soltan 107, Notice award 59)
Boots Soltan Face - Sunday Times Style
Strongly agree Agree
40
54 53
47
41 37
More likely to find out more about productMore inclined to believe claimsMore likely to buy

53. 76% notice award and among those who notice…
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Nivea Visage 108, Notice award 82)
Nivea Visage DNAge - Product of the Year
Strongly agree Agree
62
71
60
24
21
22
More likely to find out more about productMore inclined to believe claimsMore likely to buy

54. 43% notice award and among those who notice…
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, L’Oréal Elnett 104, Notice award 45)
L‟Oréal Elnett Satin Hairspray - InStyle
Strongly agree Agree
56 58 53
31 33
33
More likely to find out more about productMore inclined to believe claimsMore likely to buy

55. Topical relevance and immediacy heightens ad response
72
72
55
62
62
74
69
58
Branding
is strong
I would stop and
look rather than
turning the page
Surprising and
gets me to think
differently about
the brand
Helps me connect and
identify more strongly
with the brand
Gives me a reason to
go out and buy this
brandAverage response – 12 topical ads
Average response – 75 single ads
Gives me enough
information to decide
whether brand is for me
Placing the ad next to
this type of article
makes it seem more
interesting and
relevant
It reminds me of TV
ads for this
manufacturer
Source: BMRB/Cosmetics & Toiletries Sep08 (75 ad average 1378, Topical ad average 1277)
6 Branding & Response Metrics
Overall Average: 61
Topical ads: 66

56. 50
43
28
38
3516
19
14
5
4
3
46
Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving
+6
-6
-6
-6
+6 +3
%
+/- Difference topical
average vs all ads
average
Source: BMRB/Cosmetics & Toiletries Sep08 (75 ad average 1378, Topical ad average 1277)
Average response – 75 single ads
Topicality and immediacy create higher engagement
Average response – 12 topical ads

57. 77
76
59
65
5770
78
63
Branding
is strong
I would stop and
look rather than
turning the page
Surprising and
gets me to think
differently about
the brand
Helps me connect and
identify more strongly
with the brand
Gives me a reason to
go out and buy this
brand
Average response – 75 single ads Gives me enough
information to decide
whether brand is for me
Placing the ad next to
this type of article
makes it seem more
interesting and
relevant
It reminds me of TV
ads for this
manufacturer
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Rimmel 107)
Women‟s Cosmetics and Toiletries – Rimmel Sunshimmer
Instant Tan Mousse
Rimmel Sunshimmer

58. 73
50
9
34
321413
8
7
5
3
51
Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving
+29
-12
-12
-8
+11 +10
%
+/- Difference vs average
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Rimmel 107)
Average response – 75 single ads
Women‟s Cosmetics and Toiletries – Rimmel Sunshimmer
Instant Tan Mousse
Rimmel Sunshimmer

59. 69
79
60
67
6684
83
51
Branding
is strong
I would stop and
look rather than
turning the page
Surprising and
gets me to think
differently about
the brand
Helps me connect and
identify more strongly
with the brand
Gives me a reason to
go out and buy this
brand
Average response – 75 single ads
Gives me enough
information to decide
whether brand is for me
Placing the ad next to
this type of article
makes it seem more
interesting and
relevant
It reminds me of TV
ads for this
manufacturer
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Banana Boat 108)
Women‟s Cosmetics and Toiletries – Banana Boat Dry Oil
Ultramist
Banana Boat Dry Oil Ultramist

60. 56
51
26
32
3011
14
9
7
5
2
57
Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving
+12
-11
-11
-11
+17 +11
%
+/- Difference vs average
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Banana Boat 108)
Average response – 75 single ads
Women‟s Cosmetics and Toiletries – Banana Boat Dry Oil
Ultramist
Banana Boat Dry Oil Ultramist

61. Celebrities strengthen branding, standout
and TV link
73
70
53
60
58
71
63
70
Branding
is strong
I would stop and
look rather than
turning the page
Surprising and
gets me to think
differently about
the brand
Helps me connect
and identify more
strongly with the
brandGives me a reason
to go out and buy
this brand
Average response – 21 product ads
Average response – 75 single ads
Gives me enough
information to
decide whether
brand is for me
Placing the ad next
to this type of
article makes it
seem more
interesting and
relevant
It reminds me of TV
ads for this
manufacturer
Source: BMRB/Cosmetics & Toiletries Sep08 (75 ad average 1378)
6 Branding & Response Metrics
Overall Average: 61
Product only ads: 60
Ads featuring model: 61
Ads featuring celebrity: 64
Average response – 39 model ads
Average response – 15 celebrity ads

62. 45
39
30
40
4118
22
16
4
3
2
39
Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving
%
Source: BMRB/Cosmetics & Toiletries Sep08 (75 ad average 1378)
Product-only ads can feel more dull
Average response – 21 product ads
Average response – 75 single ads
Average response – 39 model ads
Average response – 15 celebrity ads

63. But there’s no hard & fast rule…..

64. 88
74
56
64
69
82
63
84
Branding
is strong
I would stop and
look rather than
turning the page
Surprising and
gets me to think
differently about
the brand
Helps me connect and
identify more strongly
with the brand
Gives me a reason to
go out and buy this
brand
Gives me enough
information to decide
whether brand is for me
Placing the ad next to
this type of article
makes it seem more
interesting and
relevant
It reminds me of TV
ads for this
manufacturer
Source: BMRB/Cosmetics & Toiletries Sep08 (Total 1378, L’Oréal Elnett 104, Casting Crème 108)
L‟Oréal Elnett Satin Hairspray
Creative impact and product type affect
celebrity ad responses
L‟Oréal Casting Crème Gloss ½ p

65. 83
81
56
69
69
75
60
65
Branding
is strong
I would stop and
look rather than
turning the page
Surprising and
gets me to think
differently about
the brand
Helps me connect and
identify more strongly
with the brand
Gives me a reason to
go out and buy this
brand
Average response – 75 single ads
Gives me enough
information to decide
whether brand is for me
Placing the ad next to
this type of article
makes it seem more
interesting and
relevant
It reminds me of TV
ads for this
manufacturer
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Clarins 104, 105)
Clarins Instant Smooth Perfecting Touch product only
Product only ads can stimulate highly
positive reactions
Clarins Super Restorative Tinted Cream SPF20

66. 60
54
24
34
3712
14
10
3
2
0
52
Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving
%
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Clarins 104, 105)
Through feeling highly distinctive and interesting
Average response – 75 single ads
Clarins Instant Smooth Perfecting Touch product only
Clarins Super Restorative Tinted Cream SPF20

67. 73
62
54
64
68
79
83
54
Branding
is strong
I would stop and
look rather than
turning the page
Surprising and
gets me to think
differently about
the brand
Helps me connect and
identify more strongly
with the brand
Gives me a reason to
go out and buy this
brand
Average response – 75 single ads
Gives me enough
information to decide
whether brand is for me
Placing the ad next to
this type of article
makes it seem more
interesting and
relevant
It reminds me of TV
ads for this
manufacturer
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Colgate 107, 108, 106)
But human interest can bring a benefit to life
Colgate product only ½ page
Colgate model full page
Colgate model 25x4

68. 35
43
24
26
36
31
36
24
7
5
0
34
Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving
%
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Colgate 107, 108, 106)
And improve active engagement
Average response – 75 single ads
Colgate product only ½ page
Colgate model full page
Colgate model 25x4

69. Dove go fresh Range campaign response
Multiple executions build brand responses more
effectively
Source: BMRB/Cosmetics & Toiletries Sep08 (Dove campaign 108, Dove cucumber deo
Dove go fresh cucumber Deodorant single ad response
Branding
is strong
Surprising and
gets me to think
differently about
the brand
Helps me connect and
identify more strongly
with the brand
Gives me a reason to
go out and buy this
brand
Gives me enough
information to decide
whether brand is for me
It reminds me of TV
ads for this
manufacturer

70. 35
28
39
44
41
22
2124
4
6
2
35
Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving
-31
+18
+16
+16
-23 -31
%
+/- Difference single ad vs campaign
Campaign engagement – Dove go fresh Range
Dove go fresh Range campaign response
Dove go fresh cucumber Deodorant single ad response
Source: BMRB/Cosmetics & Toiletries Sep08 (Dove campaign 108, Dove cucumber deo 107)

71. 54
44
48
44
56
55
Nivea campaign
Source: BMRB/Cosmetics & Toiletries Sep08 (Nivea campaign 107, single ads 108, 108)
Campaign effect versus single ad response –
Nivea
Nivea Visage DNAge single ad response
Branding
is strong
Surprising and
gets me to think
differently about
the brand
Helps me connect and
identify more strongly
with the brand
Gives me a reason to
go out and buy this
brand
Gives me enough
information to
decide whether
brand is for me
It reminds me of
TV ads for this
manufacturer
Nivea Visage DNAge ½ page single ad response

72. 30
32
31
31
35
31
34
33
3
6
3
31
Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving
%
Multiple executions build brand engagement
more effectively
Nivea campaign
Source: BMRB/Cosmetics & Toiletries Sep08 (Nivea campaign 107, single ads 108, 108)
Nivea Visage DNAge single ad response
Nivea Visage DNAge ½ page single ad response
-28
+28
+25
+25
-23 -18
+/- Difference Nivea Visage DNAge ½ page single ad vs campaign

73. Boots brands outperform competition
Top women‟s ad
Top men‟s ad
All ads above average
Consistency, celebrity, clarity
Science and beauty, persuasion and engagement

74. Average response across 6 Branding & Response Metrics
79
74
67
61
Boots Soltan
Once
Average single
ads (75)
Boots No7
Protect & Perfect
Women‟s Cosmetics and Toiletries – Boots
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots 108, 106, 107)
Boots No7
Instant Radiance
Brush Foundation

75. Men‟s Toiletries and Cosmetics – Boots No7 For Men
Protect & Perfect
82
73
73
73
65
70
70
58
Branding
is strong
I would stop and
look rather than
turning the page
Surprising and
gets me to think
differently about
the brand
Helps me connect and
identify more strongly
with the brand
Gives me a reason to
go out and buy this
brand
Boots No7*
Average response – 18 single ads
Gives me enough
information to decide
whether brand is for me
Placing the ad next to
this type of article
makes it seem more
interesting and
relevant
It reminds me of TV
ads for this
manufacturer
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 320, Boots 113)

76. Average response across 6 Branding & Response Metrics
Women‟s Cosmetics and Toiletries – Boots No7 Protect & Perfect
and Instant Radiance Brush Foundation
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots individual ads 106 – 108 each)
74
62
67
61
53
64
60
53
57
Full page 25 x 4½ page
Average per ad size: 50 full page ads, 14 ½ page ads, 11 25x4 ads

77. 82
76
68
71
69
75
77
80
Branding
is strong
I would stop and
look rather than
turning the page
Surprising and
gets me to think
differently about
the brand
Helps me connect and
identify more strongly
with the brand
Gives me a reason to
go out and buy this
brand
Average response – 75 single ads
Gives me enough
information to decide
whether brand is for me
Placing the ad next to
this type of article
makes it seem more
interesting and
relevant
It reminds me of TV
ads for this
manufacturer
Source: BMRB/Cosmetics & Toiletries Sep08 (Average 1378, Boots No7 Protect & Perfect 108, 106,107 )
Women‟s Cosmetics and Toiletries –
Boots No7 Protect & Perfect Range
Full page
½ page with Keeley Hawes
½ page product only

78. L‟Oréal UK Brands Charts
• Garnier
• Garnier Ambre Solaire
• Lancôme
• L‟Oréal
• Maybelline

79. Summary & Conclusions
• Newspapers are a perfect fit for women‟s cosmetics and toiletries
• Large, younger, more upmarket readership reachable daily
• Compensate for weaknesses in commercial TV
• Emotionally engaging and information-rich context that confers credibility
and status on advertised brands
• Attention-grabbing ads stand out from competition
• Newspapers deliver the „wow factor
• Topicality and newsworthiness boost responses
• Emotional engagement is key
• Strong brand identity is vital
• Celebrities can strengthen branding, standout and TV link
• Multiple executions build brand responses

80. • An NMA Effectiveness Test will help
hone and measure national newspapers‟
contribution to your brand:
– Qual and quant pre-testing
– Tracking
– Web traffic measurement
– Sales analysis
• We work with Millward Brown – well
known for their rigour and expertise in
communications development
• Brands participating in a test also benefit
from matched investment from our
newspaper stakeholders:
– Across both print and online
Don‟t just take our word for it...
put newspapers to the test for your brand

81. Appendix

82. 34
18
46
12
77
55
11
34
87
96
98
94
95
54
44
74
75
85
85
87
89
93
97
99
100
Post shave…
Self tan
Sun care
Foundation
Mouthwash
Hair styling
Mascara
Face cream
Fragrance/Afte…
Bath/shower gel
Deo/antiperspir…
Shampoo/cond…
Toothpaste
Men Women
Cosmetics and Toiletries: Category Usage among
newspaper readers
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378, men 320)

83. 84
75
72
66
51
13 15
76
68
59
62
56
26 24
42
49
23
66
54
44
62
41
46
38
58
44
37
50
Women
Men
Newspapers provide information and inspiration
Provides
information that
is current and
up to date
Reading is a
ritual that keeps
me in touch
It is more
informative than
other media
It gives me
ideas and things
to talk about
When I read I
feel totally
absorbed in
what I’m doing
Quite often
clothes & beauty
products
featured are not
available in the
shops
There’s too
much
advertising
Women
Men
Source: BMRB/Cosmetics & Toiletries Sep08 (Women 1378, Men 320)
Newspapers Magazines