As an avid women’s media enthusiast, I usually enjoy the different forms of branded content they feature. Dior’s branded article in PureWow last October is no exception – the proof being I actually remember it! Let me explain why I believe their lipstick psychology approach was a smart move to promote the brand’s Dior Addict lipsticks.
The lipstick psychology format is intriguing
The “tell me what you do, I’ll tell who you are” formats are nothing new in women’s media. Tell me what you eat, what movies you watch, what you wear, and I’ll tell you your main personality traits and share precious recommendations with you. You’ve all seen it in multiple articles and tests, whether on print or online. Yet, the format doesn’t seem to get old. We still read these articles and take these tests. Just look at Buzzfeed’s success, based on articles you’ll read and share with your friends. Millennials are digging those fun contents, and there’s an added bonus when the recommendation is actually something valuable – like lipstick shades that would match our personality.
The integration of product recommendations answers readers’ concerns
For each lipstick profile, Dior and PureWow recommend 2 to 4 shades that should match your style. With a simple click on a shade, you are redirected to Dior’s e-shop so that you can purchase the Dior Addict lipstick in your favorite shade. It’s clearly laid out on the PureWow page, easy to understand you have the product shade name and number under the color) and user-friendly.
The graphic and editorial outcome fits the PureWow style and the elegance of Dior
Using PureWow’s usual fonts and white background, as well as the media’s friendly tone, the article stays in touch with the audience’s expectations. Still, it perfectly fits within Dior’s range: the way shades are featured on pretty white cards reminds readers of the brand’s paper cards you would spray perfume on. The lipstick marks on the side of the page also remind viewers of the gesture they have when drawing a lipstick line on their hand to see how a shade looks on them. Everything is designed to look pretty and fresh, while reminding readers of a real in-store experience.
To sum up, brands can continue using the “tell me what you do, I’ll tell you who you are” format in media as long as they fit in with the audience expectations and keep it light and fun. Because the brand’s ultimate objective may be sales, but this is not the reason readers check this media.