‘Tongue in cheek’ marketing - the best way to connect with the consumer?

As Benefit becomes the latest cosmetic giant to go with ‘tongue in cheek’ campaigns for the launch of new products etc., Cosmetics Design wonders if this genre is the best one brands can opt for in helping them to communicate in an informal way and directly to their target consumer group.

'Brands not taking themselves too seriously resonates with the consumer'​

Not a brand known at its core to be overtly serious or shy, Benefit’s latest campaign to celebrate the second anniversary of its ‘They’re Real’ mascara runs on a set of ‘Real Men Don't Fake It’ videos, that  initially gives the impression that the message is all about men’s ‘packages’.

The marketing campaign focuses on men going about their everyday business all while ladies ogle their 'packages' encased within tight clothes. Just as the viewer thinks the studs are about to whip out ‘their you-know-whats’, they pull out tubes of the mascara.

According to the cosmetic giant, opting for this type of campaign is about showing that it doesn’t take itself too seriously, which it believes resonates more with the consumer.

“Most makeup brands take themselves so seriously. We believe ‘laughter is the best cosmetic​’ and the premise of this video is to mock the serious business of beauty by putting a fun and unexpected twist on it,​" says company reps.

This genre of campaign seems tailor made for social media platforms​

Marketing campaigns like this one can be seen blasted all over YouTube and with thousands of comments and likes on Facebook, it is literally as though the 'tongue in cheek' genre is tailor made for those type of platforms.

According to digital media specialist; Ross Glick, whether brands choose to get involved or not in keeping these platforms in mind when creating campaigns etc. it can create a clear communication path to the consumer and provide them with an experience they would otherwise not get.

"By taking part, this type of social niche marketing can amplify the brand’s message and potentially reach out to trendsetters and taste-makers in this particular market​," he tells CosmeticsDesign.com USA.

Using humour can also get to the real consumer issues​

Another brand taking this route with products is Lynx who caused some ruckus with its latest advert for the 'Manwasher Shower Tool' which is marketed to men to address hygiene and health based on the double entendre of the word "balls".

According to Unilever, despite complaints, men do not feel comfortable discussing their personal hygiene openly and therefore campaigns like theirs around men's hygiene and health resonated better when humour was used.