For example, the commercials it calls “public service announcement” (PSA). They pay some people, from nobody to public figures (hosts of Republik Mimpi,a well-known TV shows, including Effendy Ghazaly -> I’m so confused why this man wants to be the talent) to speak about cosmetics that contain dangerous material such as mercury or hydroquinone.
For me, it’s absolutely not a PSA. PSA is a commercial that is aired for the sake of the public. It usually brings messages that are very urgent to be known by the society. Let’s say, commercials about the danger of avian flu or global warming. I can call such commercials as PSA. The institution which advertises those issues generally doesn’t get any profit from the commercials, but they are responsible to let people know about the messages. For instance, the health ministry is in charge to warn people about avian flu. But do they get any profit from the PSA? Of course not, because they don’t sell avian flu medicine.
In Tje Fuk’s case, can we infer that they won’t get any profit from their ‘PSAs’? They say that cosmetic industries must not use unsafe ingredients in their products. Would we think that they will do the contrary? People will consider Tje Fuk as a cosmetic brand that assures the safety of their products. In the end, they will think about using Tje Fuk rather than their previous cosmetics, that maybe not safe enough.
But, seeing the packaging of the cosmetics as seen on their TV commercials, I simply conclude that Tje Fuk is not expensive. The products don’t look elegant and luxurious. Try to compare it with Estee Lauder, Kanebo, or SK II. That’s why I’m so shock to hear that Tje Fuk’s price starts from IDR 300.000. With that kind of packaging (and those unconvincing commercials), I will prefer other brand!
My sincere suggestion for Tje Fuk is, please, try to repackage your products. Then, instead of spending budget to make so many bad versions of TV commercial, I think it’s much better to make just one version, which is so attractive that people will be convinced about your brand. Talking about cosmetics, I love LOréal’s commercial the most. It’s all about their tagline: “Because you’re worth it!”. They don’t say: ‘use this brand to be pretty’, but ‘because you are worthy, use our brand’. The further ideology they brought is that all women are pretty just the way they are, and that’s why they must pick the right cosmetic (that is safe and caring) to keep their beauty. They don’t treat women as objects like Ponds do (remember their commercial about “renew your love in 7 days”, in which they portray a woman who got romance from her husband because she became fairer after using Ponds – indirectly, they tell us that women have to do make ups in order to please their beloveds, women are adored because of their physical beauty).
Gosh… if I were the Tje Fuk’s brand manager, I would follow the LOréal’s approach. What do you think?