In Carrie Bickmore’s latest advertising campaign for Garnier she tells Australia: “I no longer wash my face, I Micellar it.”
Well that’s just gross.
This comes off the back of Bickmore’s former campaign spruiking Garnier’s ‘BB Cream’ specifically designed for the “Busy Women of Australia” which calls into question just how busy Australia’s women are, and whether women who, in fact, aren’t busy can use Garnier’s ‘Busy” cream…
Garnier’s new 4 in 1 cream ‘BB’ (Beautifully Busy) allows the busy women of Australia to get on with their day faster thanks to an all-in-one skin cream. But can lazy women take advantage of these scientific breakthroughs?
The Surry Hills Times spoke to the strategy agency who developed the campaign: ‘Scarves ’n’ Insights’ based on Devonshire Street.
“Research indicated that 100% of women considered themselves to be ‘very’ to ‘extremely’ busy” said Michael Raso, the head strategist at Scarves ‘n’ Insights.
But research conducted by the Surry Hills Times indicates that some women aren’t. A significant proportion, in fact. And that translates to women not feeling aligned with the Garnier BB brand.
It turns out some Australian women actually enjoy some downtime. Some couch time.
We spoke to local 29-year-old mother of two Stephanie Funnel “I love Netflix and chill. Have you seen Black Mirror? It’s awesome! After I drop the kids at school I’ll put on the washing then it’s Facebook, a facial, a wine, an afternoon nap. Sometimes I’ll even get back into my pyjamas. Yep.”
The question is, can a woman like this use Garnier? Or does she fall outside the market paradigm?
“I’d love to use Garnier BB but I’m not that busy. It’s a shame.” said local freelance copywriter Colleen Fraser, 29.“We underestimated the number of Australian women who weren’t busy. We just assumed everyone was busy. Isn’t everyone busy? Have you overheard conversations on the street? Everyone’s so god damn busy!” said a flustered Raso.
