Cosmetic product commercials

For brands in the beauty industry, creating product commercials is a crucial marketing step. Vivid, realistic videos with engaging storylines are the first step in attracting customers to learn about and experience the product immediately.

The purpose of producing a cosmetics commercial.

It's clear that almost all beauty brands, large or small, constantly release TV commercials for their cosmetics, especially when preparing to launch new products. While these commercials vary in script and format, they always focus primarily on highlighting the product to create a unique impression and encourage viewers to learn more about and purchase it.

The main purpose of a cosmetic advertising video is to highlight the product and attract potential customers. 

Like other TV commercials, cosmetic commercials also aim for the following purposes:

• Promoting and conveying messages, especially for new beauty products launched by a new brand, is crucial. In cosmetic commercials, brands need to focus on clearly highlighting elements such as packaging, ingredients, benefits, and target audience to provide information and make a strong impression on customers.
• Increase brand awareness for both the product and the brand. Marketing by TV commercial for the product. Combining this with key communication elements is one of the most effective ways to increase brand awareness and reach customers today.
• Product commercials for cosmetics help elevate a company's image. Providing polished product videos gives customers a sense of professionalism and attention to detail about the brand.
• It stimulates the desire to buy or learn more about the product from viewers. In fact, studies have shown that the conversion rate for purchases from videos and TV commercials is significantly higher than that of written articles.
• Connecting emotionally with customers through cosmetic product advertising videos means that cosmetic TV commercials not only need to be visually appealing, but also need to have meaningful content and evoke emotions that resonate with customers and feel a connection to their brand.

Factors that contribute to the success of cosmetic product commercials.

It's clear that cosmetic brands are increasingly appearing with a vast array of products to meet the growing demand for beauty. Therefore, to gain a competitive edge, brands need to focus not only on providing quality products at good prices but also on marketing and promotion. And cosmetic product commercials are one of the most important marketing campaigns.

Factors that contribute to the success of a cosmetic product commercial include:

TVC script

Content or script is a crucial element in creating a viral TV commercial for cosmetic products. Since the length of a commercial is limited, the script needs to focus on highlighting the advantages of the cosmetic product. However, focusing solely on product promotion can easily lead to boring video content and difficulty in retaining viewers. Therefore, a suitable TV commercial script is needed, with engaging content that still incorporates information about the product.

The script plays a crucial role in the success of a commercial. 

Previously, most cosmetic TV commercials focused primarily on the product itself, such as its appearance, texture, color, and function. For example, when advertising foundation, the commercial would show close-ups of the cream's texture and how it changes on the skin, or when advertising lipstick, it would focus on the lipstick's texture and color when applied to the lips.

However, nowadays, viewers' needs extend beyond simply seeing the product; they also need entertainment. Therefore, advertising scripts for cosmetic products are now incorporating interesting and humorous content, making viewers willing to spend a few minutes watching, even knowing it's an advertisement. The more engaging the script and the more spotlight it receives, the more viewers it attracts, which in turn means reaching a wider customer base.

Product message

Most cosmetic brands launch new products accompanied by an engaging message that resonates with customers. Cosmetic product commercials are a tool that helps brands clearly convey their message. The ability to connect with the message is also a key factor in making these TV commercials more viral and stimulating higher purchasing demand.

For example, in 2017, the cosmetics brand Covergirl launched a line of products with the message "I am what I make up." This campaign aimed to encourage people to use cosmetics as a kind of "accessory" to enhance their beauty, rather than as a mask to hide imperfections. This TV commercial truly became a source of strength, empowering women to confidently express their individuality, and of course, sales of the brand's products remained among the top for a long time.

Video quality

Image quality is also an equally important factor in the success of cosmetic product commercials. Because in industries like cosmetics, customers not only focus on the product's appearance but also care about its texture, color, consistency (liquid/viscosity), and the results it delivers upon use.

Video quality is one of the factors that makes a strong first impression on customers.

For example, a single red lipstick can come in many shades such as orange-red, burgundy, brick red, reddish-brown, etc. Advertising videos need to accurately portray the color, shine/matte finish, and especially the change when applied to the lips. Furthermore, the TV commercial needs to highlight the product while maintaining authenticity so that customers don't feel deceived after purchasing it.

Camera angles, lighting, and background directly impact the quality of cosmetic advertising videos. Sometimes, the technical team will have to use external props and techniques to highlight the product's characteristics. This depends on the creativity of the production team and the TVC crew. Therefore, to ensure a polished and perfect cosmetic product advertising video, support from reputable and professional filming and photography teams is always needed.

Other factors

Marketing, communication, and timing are all directly related to the success of TV commercials. This is obvious because no matter how beautiful or engaging a video is, if it's not marketed and promoted effectively, it won't bring results for the business.

In addition, the timing of product launches is also crucial. For example, in winter, prioritize moisturizing creams and lip balms, while in summer, offer soothing serums or vibrant lipstick collections. Of course, this depends on the brand's strategy, but anything that aims for success must be launched at the right time.

Steps to making a commercial for cosmetic products.

Cosmetic product commercials are typically only 15 seconds to 1 minute long; however, the time it takes to complete them can sometimes take weeks, even months. From identifying the target audience and developing the script to working with the media team, it's a lengthy process that requires professionalism, planning, and thorough preparation to ensure the best possible success.

Research and identify your target customers.

To have a successful marketing campaign, the first step is to identify your target customer. For example, mid-range products like lipsticks and blushes are typically aimed at students with limited budgets. Meanwhile, anti-aging creams and serums that fade dark spots are more suitable for office workers, women over 30, etc.

Understanding what your customers need and want is crucial for success. 

Identifying your target customer segment is the foundation for building a suitable marketing strategy and a suitable advertising video script for cosmetic products. When you clearly understand what your customers need and want, you'll have a much better chance of success.

Develop a script for a commercial.

Once you've thoroughly understood customer insights, the next step is to develop a script for the product advertisement. The script here isn't simply about providing content; it must also include a clear plan regarding the product, setting, color scheme, sound, actors, the message you want to convey, etc. Detailed script elements will help the TVC production team visualize the product clearly and prepare the necessary props.

Search for and work with a filming and editing team.

The success of a cosmetic product advertisement, its ability to attract customers, and its conversion rate depend heavily on the filming and production process. These professionals are not simply responsible for shooting and editing; they sometimes also participate in creating the setting, sound, or even the content of the cosmetic product advertisement.

The filmmakers may not know every single component of the product, but they have a deep understanding of its properties, texture, and color. This understanding allows the team to prepare the necessary props, making it easier for customers to access and understand the product through vivid footage, rather than having to experience it in person.

The role of the filming and editing team also contributes significantly to the success of cosmetic TV commercials.

For example, when filming a TV commercial for a cushion foundation, people can use substitute materials like flour, petroleum jelly, or milk to simulate the product's texture in detail. Similarly, with serums, the viscous part of aloe vera can be used to recreate the product's thick consistency.

Furthermore, setting up the scene and lighting to ensure the product colors are displayed as realistically as possible also relies entirely on the keen eye of the filming and editing team. Especially with products like lipstick, blush, or eyeshadow, accurately representing the color and essence of the product through images or videos is no easy task. Sometimes, even a video with inappropriate lighting can completely alter the pigmentation and intensity of a lipstick color.

Right Media – A professional product advertising film production company.

With over 7 years of experience in this role Right Media, a production house, is one of the reputable, professional, and responsible TV commercial and product advertising film production companies. Many cosmetic brands have collaborated with Right Media to produce TV commercials, such as Yen Cosmetic, FOX, Kyowon, etc., and have all achieved positive results in terms of image and communication. 

Right Media's strength lies in its highly professional and experienced team, possessing excellent skills in visuals, sound, color, composition, etc. For each project, Right Media always dedicates time to researching and understanding the product, as well as directly participating in preparing props, accessories, alternative materials, and settings to best convey the brand's intended message.

Furthermore, Right Media is one of the companies that owns a modern and professional filming equipment system, applying many advanced technologies used in the world of cinema. Each scene is meticulously processed, delivering vivid and realistic footage, helping customers clearly visualize the product.

Every project is meticulously and clearly planned by the Right Media team, ensuring timely completion according to partner schedules. The final product, a cosmetic product advertisement, delivered to the business will meet all client requirements in terms of aspects, conveying emotions and attracting customers, resulting in a high conversion rate and revenue upon release.

Of course, whether a cosmetic product commercial goes viral and generates the desired revenue still depends on the quality of the product. TV commercials or other marketing strategies cannot generate long-term revenue if the product does not deliver the quality that customers expect.