1.0 Introduction 3
1.1 Statement of selection and the target market 3
1.2 The ad of Herborist’s product in China 3
1.3 The ad of Vichy’s product in China 4
2.0 Reasons behind choosing the publication means 5
3.0Similarities and differences 5
3.1 Product positioning 5
3.2 Branding 6
3.3 Differences in ad execution 7
3.3.1 Communication 7
3.3.2 Objectives 8
3.3.3 Execution style 8
3.3.4 Tone of the ad 8
4.0 Recommendations 9
4.1 The ad of Herborist 9
4.2 The ad of Vichy 9
5.0 References ………………………………………………………………………10
List of figure
Figure 1 Herborist’s all day arousing & extremely moisturizing cream …………. ….4
Figure 2 Vichy’s Aqualia thermal moisture cream…………………………………….4
Figure 3 Herborist’s logo……………………………………………………………….7
Figure 4 Vichy’s logo………………………………………………………………….7
Statement of selection and the target market
Herborist and Vichy are two famous skin care brands in Chinese cosmetic markets, both of which advocate the organic cosmetic concept of skin care and are sold in the pharmacy channel in China (Li & Fung 2009). At the same time, according to the research conducted by Li and Fung (2009), from the National Bureau of Statistics (NBS), it shows that the Chinese cosmetic retail value has increased by 26.3% and reached ￥48.83 billion CNY in 2008. The competition in cosmetic area will become more and more furious, especially for Herborist and Vichy the two famous cosmetic brands which have the same target markets of the customers with middle to upper income white collar females who pursuit skin care products of natural, mild but effective characteristics (Herborist official website 2010 & Vichy official website 2010). Due the similarities of its target consumers as well as the similarities in its products which are all organic skin care products, Herborist and Vichy become the biggest rival for each other in Chinese market.
The ad of Herborist’s product in China
Figure 1 (Herborist official website 2010) is the ad of Herborist’s all day arousing & extremely moisturizing cream of the year 2010, which adopts the traditional Chinese elements such as lotus and Chinese monochromes to outstand the natural and mild style of the herbal cosmetic product of all day arousing & extremely moisturizing cream.
Figure 1 Herborist’s all day arousing & extremely moisturizing cream
1.3 The ad of Vichy’s product in China
Figure 2 is Vichy’s moisture cream named Aqualia thermal of the year 2010, which uses the water formed hands to show the effectiveness of the moisture cream and the French brand ambassador to emphasize its French original which is fit for Chinese’s customers’ taste (Vichy official website 2010).
Figure 2 Vichy’s Aqualia thermal moisture cream
Reasons behind choosing the publication means
The ad of Herborist’s all day arousing & extremely moisturizing cream is published in ‘Rayli’ one of the most popular fashion magazines for female. While the ad of Vichy’s Aqualia thermal moisture cream is published in another fashion magazine named ‘Mina’ in China. Although the two ads are published in two different magazines, the target consumers of both the two magazines are the same, which are the young female Chinese white collars. And meanwhile both of the two fashion magazines own almost the biggest number of readers of young Chinese female white collars in China which are the best means for the two companies to show their products to its target customers via print media. Furthermore, ‘Rayli’ and ‘Mina’ almost become the popular vane of fashion for young Chinese female white collars, for instance the styles of the dressing and making up in the two magazines have great influence on these young Chinese female white collars’ dressing and making up style. Based on the above information, we can see why ‘Rayli’ and ‘Mina’ are chosen by Herborist and Vichy to show its products for its target customers.
Similarities and differences
3.1 Product positioning
Both of the two ads emphasize the effectiveness of the monitoring of the products and target the young female white collars that prefer moisturizing their skins. Although both of the two ads position them as the choice of moisturizing skin care products for the young female white collars, they still have some difference. The ad of Herborist’s all day arousing & extremely moisturizing cream positions it as the herbal cosmetics which is full of traditional Chinese elements and is based on the background of Lotus pool to outstand the function of moisturizing (Simon 2009). While the ad of Vichy’s Aqualia thermal moisture cream positions it as a modern and organic moisturizing skin care product via the image fashionable and modern French brand ambassador (Li & Fung 2009).
According to Elliott, Rundle-Thiele and Waller (2010, p. 219), brand refers to a collection of symbols such as a name, logo, slogan and design intended to create an image in the customer’s mind that differentiates a product from competitors’ products. As for the branding strategies for Herborist’s all day arousing & extremely moisturizing cream and Vichy’s Aqualia thermal moisture cream have both similarities and differences. On one hand both of the two ads adopt fresh and simple elements especial the element of water to shows its brand characteristics of mild and moisture. On the other hand, both of the two ads try every means to build their brands as organic skin care cosmetics. And they also use different logo and slogan to differentiate themselves. As the figure 3(Herborist official website 2010) and figure 4 shows (Vichy official website 2010) show, the logo of Herborist emphasizes more on the green which represents environmental friendly for Chinese while the Vichy logo emphasizes more on the characteristic of laboratories products. And the slogan of Herborist is thinking green and acting green which shows its brand attitude of balance beauty and health on the basis of Chinese traditional herbal medicine (Herborist official website 2010). While the slogan of Vichy is that health is vital, start with your skin, which shows its brand attitude originating from western society that healthy lifestyle is the most importance for skin beauty (Vichy official website 2010).
Figure 3 Herborist’s logo
Figure 4 Vichy’s logo
3.3 Differences in ad execution
From the two ads, there are two different communicating styles adopted by the two brands. On the one hand, Herborist’s all day arousing & extremely moisturizing cream depends on a rational and peaceful communication means, which considerately describes the importance of the balance between the high-tech means of modern technology and traditional Chinese medicine theory via the combination of the concept of traditional Chinese lotus with the products to tell the effectiveness of the products to the consumers.
On the other hand, Vichy’s Aqualia thermal moisture cream adopts a more emotional communication means to attract the eyes of consumers. From its ad, it show the care of the water formed hands to the skin, which is so direct and visual to show the effective function of moisturizing of the product. And this kind of ads can affect the emotion of audiences and arouse their desire of buying and trying the product immediately.
Based on the two ads, it is easy to observe their different objectives. Although the two brands are famous in Chinese cosmetic market, each of them still has something they do care to show in its ad. For the ad of Herborist’s all day arousing & extremely moisturizing cream, it tries to remind Chinese customers the last-for-ever Chinese aesthetic of balance via the mild adjustment function from Chinese traditional medicine — herb to re–attract their attention of the fantastic therapeutic function both for inside and outside health of the body, which can attract more Chinese customers who are the fans of traditional Chinese medicine. While the ad of Vichy’s Aqualia thermal moisture cream objects to convince its consumers of the effective function of modern medical means. The tag of made from laboratories has increased the credibility of the product of Vichy, which can also attract lots of consumers.
3.3.3 Execution style
There are also obvious differences in the executive style of each ad. The ad of Herborist’s all day arousing & extremely moisturizing cream focuses on the balance of beauty and health on the basis of Chinese traditional herbal medicine and emphasizes it’s a slice of healthy life. And meanwhile, it also shows the traditional Chinese image of graceful, considerate as well as pure via the image of lotus in its ad. On contrary, the ad of Vichy’s Aqualia thermal moisture cream emphasizes more on the health lifestyle to create beauty via the high tech inside products from laboratories.
3.3.4 Tone of the ad
The tones of the two ads are obviously different. The ad of Herborist’s all day arousing & extremely moisturizing cream chooses the lotus pool as the background, which reflects a warm and peaceful mood. That is to say the tone of the Herborist’s ad is warm and fuzzy which make audience get a sense of consideration. On contrary, the ad of Vichy’s Aqualia thermal moisture cream chooses the water formed hands to convince audience its effective function of moisturizing, which is a technical tone and very persuasive.
4.1 The ad of Herborist
Generally speaking, the color and the elements in the ad of Herborist’s all day arousing & extremely moisturizing cream is nice, but the whole picture is a little bit monotonous. Since Herborist plans to strengthen its Chinese characteristics, it can add more Chinese elements in the ad such as dragonflies which can make the picture more vivid and attractive.
4.2 The ad of Vichy
The whole ad of Vichy’s Aqualia thermal moisture cream is well designed. But it may be more suitable to change to a Chinese or Asian brand ambassador. Because the skin style and situation between Western and Asian are different, using the Asian people as brand ambassador can enhance the credibility of the function of the product.
Elliott, G., Rundle-Thiele, S & Waller, D. 2010, Marketing, John Wiley & Sons Australia, Ltd, Australia, p.219
Herborist official website 2010, Company profile, herborist.com.cn, viewed 24 July 2010,
Li & Fung 2009, Latest developments of China’s cosmetics market, Li & Fung Research Centre, viewed 24 July 2010,
Simon 2009, Herborist: A successful Chinese cosmetics brand, enovate 2010, viewed 13 July 2010,
Vichy official website 2010, Company profile, Vichy.com.cn, viewed 24 July 2010,