Alfred Woititz was a chemist whose wife could not wear the makeup marketed and sold to women in the 1930s. The chemicals and pigments in these cosmetics were extremely strong and harsh. Fanny was unable to apply them to her complexion because she was allergic. She asked him to experiment with her cosmetics and find a formula that she could use. Alfred teamed up with Dr. Marion Sulzberger, a dermatologist, in order to come up with an acceptable recipe. In 1931 Dr. Sulzberger and Alfred founded the company Almay, using a combination of Alfred's and Fanny's names. They purposed to market their products on the basis of full disclosure as to what was in their product and to give women a hypoallergenic cosmetic option. Almay is a cosmetic company owned by Revlon. The information about their company, market demographics and target core audience is very scarce. As a company they do not prosper very well. Due to their emphasis on makeup for sensitive skin and products that are not tested on animals, they have a very reliable and loyal following. This attracts customers who are eco-friendly and pro-animal rights. Since they do supply to a tight-knit, small niche demographic there is not a wide variety of information on the Almay company. They know their place in the market and they do their job well. Almay appears to be the most up-front company I have researched so far. They seem to be honest in their advertisements and there is a distinctive lack of consumer seduction. Their advertisements mimic advertisements from the 1930s and 40s. Those products were marketed and advertised based on its quality alone. They still advertise in a very old school fashion, they present the product, need no disclaimers and do not overtly use seduction as a marketing ploy. Since Almay focuses on marketing their products based on the product's merits, they do not focus or employ spokeswomen with wide ethnic diversity. Instead they rely on the loyal consumer and well known face of their celebrity spokeswomen. The few celebrities that they do employ are well known because Almay is using their reputation to back up their product's claims.
Almay is a cosmetic company owned by Revlon. The information about their company, market demographics and target core audience is very scarce. As a company they do not prosper very well. Due to their emphasis on makeup for sensitive skin and products that are not tested on animals, they have a very reliable and loyal following. This attracts customers who are eco-friendly and pro-animal rights. Since they do supply to a tight-knit, small niche demographic there is not a wide variety of information on the Almay company. They know their place in the market and they do their job well. Almay appears to be the most up-front company I have researched so far. They seem to be honest in their advertisements and there is a distinctive lack of consumer seduction. Their advertisements mimic advertisements from the 1930s and 40s. Those products were marketed and advertised based on its quality alone. They still advertise in a very old school fashion, they present the product, need no disclaimers and do not overtly use seduction as a marketing ploy. Since Almay focuses on marketing their products based on the product's merits, they do not focus or employ spokeswomen with wide ethnic diversity. Instead they rely on the loyal consumer and well known face of their celebrity spokeswomen. The few celebrities that they do employ are well known because Almay is using their reputation to back up their product's claims.
Kate Hudson
Almay Cosmetics, 2010
Glamour, Sept 2010
Almay Cosmetics, 2010
Glamour, Sept 2010
Almay, 2010
Glamour, Oct 2010
CITATION
"Kate Hudson, Actress - Celebrity Endorsements, Celebrity Advertisements, Celebrity Endorsed Products." Celebrity Endorsed Products, Celebrity Endorsements, Products Endorsed by Celebrities. Web. 26 Apr. 2011. <http://www.celebrityendorsementads.com/celebrity-endorsements/celebrities/kate-hudson/>.
"Leslie Bibb, Actress - Celebrity Endorsements, Celebrity Advertisements, Celebrity Endorsed Products." Celebrity Endorsed Products, Celebrity Endorsements, Products Endorsed by Celebrities. Web. 26 Apr. 2011. <http://www.celebrityendorsementads.com/celebrity-endorsements/celebrities/leslie-bibb/>.
"YouTube - ALMAY Commercial." YouTube - Broadcast Yourself. Web. 26 Apr. 2011. <http://www.youtube.com/watch?v=QMdjJNUIdis>.
"YouTube - Kate Hudson - Almay Commercial #2." YouTube - Broadcast Yourself. Web. 26 Apr. 2011. <http://www.youtube.com/watch?v=-CYl1plS-1E>.
"YouTube - Kate Hudson - Almay Commercial." YouTube - Broadcast Yourself. Web. 26 Apr. 2011. <http://www.youtube.com/watch?v=ofQiVQKLJpQ>.
"Almay History." Almay. Web. 14 Apr. 2011. <http://www.almay.com/pg/whyalmay/history.aspx?catid=100004&catnm=WhyAlmay&subid=2&subnm=History>.
"Almay Cosmetics." Health Beauty Advice. Web. 26 Apr. 2011. <http://www.health-and-beauty-advice.com/cosmetics/the-foundation-of-almay-cosmetics.php>.
"Almay - Farmers Beauty Club." - Farmers Beauty Club. Web. 26 Apr. 2011. <https://www.beautyclub.co.nz/en/Brands/Almay.aspx>.
"Leslie Bibb Headlines New Almay Campaign." FashionWindows Network. Web. 26 Apr. 2011. <http://www.fashionwindows.net/2009/02/leslie-bibb-headlines-new-almay-campaign/>.
"Elaine Irwin-Mellencamp." Almay. Web. 21 Apr. 2011. <http://www.almay.com/pg/whyalmay/elaine.aspx?catid=100004&catnm=WhyAlmay&subid=4&subnm=Elaine>.
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