Competitive Analysis

Before more work is done on the Bad Gal Lash advertising campaign, there needs to be a general understanding of the business. “Learning about your client's business (general industry or sector and particular business, product, service, or organization) is paramount. Being a creative professional in advertising necessitates learning about each product, service, or cause under assignment. (Advertising by Design, Landa, 16)”

Part of what we will do as advertisers, to better understand the market, is a competitive analysis. In this case, I will be analyzing the beauty brands Maybelline and Lancome, specifically their mascara advertising campaigns. 

An analysis will be done on the two fore mentioned companies by answering the following questions:

· How do they draw customers and clients?

Maybelline draws in customers by highlighting the features of their mascaras, and consistently releasing new and improved products. Lancome draws in customers by depicting a sense of luxury and beauty in their advertisements. Both brands also draw customers in by creating products that work well.

· What amenities or facilities are offered that you don't have?

As brands, both Maybelline and Lancome may be more familiar to customers than Benefit. Additionally, Maybelline offers products at significantly lower prices. 

· What challenges are they facing?

These two brands are both facing challenges when it comes to innovation in their advertising. Maybelline and Lancome both run mascara advertisements that are easily ignored because they are just like every other mascara advertisement consumers have seen. There is nothing really unique to grab the attention of the viewer. 

· How do they plan on improving?

These brands plan on improving by continuing to create new and innovative beauty products. 

What can make the Benefit Bad Gal Lash advertising campaign better than those of Maybelline and Lancome, is the brands differentiation. “Differentiation is what differentiates a brand is how it is characterized, its visual and verbal identity as expressed in each media unit and through every point of contact. Simply stated, differentiation is what distinguishes one brand from the rest. (Advertising by Design, Landa, 52)”  Benefit will be distinguished from the rest, by having a mascara ad campaign that sells a story and a lifestyle, not just make up. These ads will be exciting and difficult for consumers to ignore.  "In an overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity. Not only does branding identify and distinguish, it builds equity (the value of the brand or group). "(Advertising by Design,Landa, 49)