Cosmetics & toiletries brands can reach young upmarket metropolitan consumers when they are in an "actively engaged" mindse
The newspaper audience - young, upmarket, southern biased, and a perfect partner to TV advertising where reaching these groups is costly on TV
- Attention - women read national newspapers in an 'emotionally engaged' mindset that fits with the science based copy of many advertisers in this category
- Standout - relevant editorial context and an uncluttered environment create engagement and standout.
Build greater understanding of the medium to enable better media usage, placement & potentially creative work
The NMA commissioned research using focus groups to explore insights amongst women readers about their attitudes to beauty, the category, the editorial environment of the medium. We also placed relevant advertisements in newspapers to understand how they worked in the medium - or didn't!
This is the first time we have commissioned this research in this category.
-Each day c.12 million female national newspaper readers sum up their reading experience as purposeful pleasure. -Toiletries and cosmetic brands can benefit from the readers emotionally engaged reaction to the fashion, beauty, celebrity gossip and health pages. -Newspapers readers' desire for information is a perfect fit with the shift to science based added value formulations.
