Garnier Micellar Cleansing Water

By Anonymous

The advertisement I chose is one for Micellar Cleansing Water by the brand Garnier. I think the target audience for this ad is women, likely those ranging from teenage to middle-aged.  The ad also specifically targets women who wear makeup and women who have sensitive skin, along with women who care about their skin but might be a little lazy when it comes to looking after it. 

This advertisement includes three actresses of different ethnicities who have very different facial features as well as different color skin, hair, and eyes. I think the purpose of this diverse appearing cast is to get across the idea that this product will work for all, or at least many, different kinds of women. All the women, however, are very beautiful, have seemingly flawless skin, and appear to be in their 20s or 30s. 

This ad demonstrates the power and effectiveness of the cleanser by using classic “before and after” images. We first see the women with makeup all over their faces to show the ineffectiveness of their previous cleansers. Then we see two of them with only half their makeup on and one holding up a makeup soiled cotton pad to show what the product can do. There is another part of this commercial that shows the effectiveness of the product by zooming in on a dramatized version of the “science” behind the cleanser, or how it actually works. All of these moments in the ad exist to educate the audience on the greatness of the product.

The background changes throughout the ad and swaps between different flat backgrounds that are in neutral colors such as grey, white, and light blue. This helps to keep the audience's focus on the models in the commercial. It also helps to make the product stand out when it is shown because it has packaging with bright and colorful details. 

At the beginning and the end of this ad, the models stand next to one another and are shown from the waist up, looking as though they have just woken up. Throughout the ad, each model has a few seconds when they are alone and demonstrates a different feature of the cleansing water. The reason I think this ad might be somewhat targeted to women who do not have or do not want to spend the time taking care of their skin is because of some of the voice over that occurs and text that pops up during the model’s solo moments. In the shot of only the brunette actress, “remove makeup without rubbing” is said by the voice and is written across the screen in white text that is consistent with the font used in Garnier’s logo. In the shot of the blonde woman, we see and hear “cleanse without rinsing.” In the shot of the black-haired actress, we see and hear “even for sensitive skin.” This text and voice tells the audience the product is very easy and quick to use, along with it working for any skin type. 

Throughout the commercial, the Garnier logo is in the top left corner until the very last shot. At the end of this ad, we see all three women standing together and smiling in front of a gentle blue sky. They appear much more put together as they wear nicer clothing and have perfect hair and makeup. In the bottom of the screen it reads “By Garnier, Naturally!” which is their slogan for this line of products. The reason for this is to make sure the audience remembers who is selling this product. The word “Naturally” and the company's logo being a leaf makes the audience feel like Garnier products might be more natural or better for you than their competitors. 


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