As if whitening creams for women were not enough, now the trend seems to have caught on with men as well, with various brands targeting the males. Fair and Lovely by Unilever backed by strong advertising campaign, is credited to be the brand that set off the trend, followed by a dozen or so low priced imitators. Then there is a high end market which is catered to by prescription creams, lotions and dermatological treatments. Whatever, the profile, complexion seems to have assumed the proportions of a “complex” within the Pakistani consumer psyche. Even other skin products like sun-blocks, hair removing creams, facial scrubs etc; now claim to have whitening properties. All the above mentioned products have created this complexion complex using advertising as the most potent force to trigger the consumers. Question from the scenario What is the psychoanalytical perspective of marketing messages for products like whitening creams/ lotions and even perfumes and body sprays? Do marketing messages for such products target the ID, EGO or SUPER EGO? Do they even create double or triple appeal? Support your answer with solid arguments and examples.
As if whitening creams for women were not enough, now the trend seems to have caught on with men as well, with various brands targeting the males. Fair and Lovely by Unilever backed by strong advertising campaign, is credited to be the brand that set off the trend, followed by a dozen or so low priced imitators. Then there is a high end market which is catered to by prescription creams, lotions and dermatological treatments. Whatever, the profile, complexion seems to have assumed the proportions of a “complex” within the Pakistani consumer psyche. Even other skin products like sun-blocks, hair removing creams, facial scrubs etc; now claim to have whitening properties. All the above mentioned products have created this complexion complex using advertising as the most potent force to trigger the consumers.
Question from the scenario
What is the psychoanalytical perspective of marketing messages for products like whitening creams/ lotions and even perfumes and body sprays? Do marketing messages for such products target the ID, EGO or SUPER EGO? Do they even create double or triple appeal? Support your answer with solid arguments and examples.
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