Top performing beauty adverts revealed in US

Published: 8-Apr-2015

Almay, Herbal Essences, Always and Dove were among highest scorers

Almay, Herbal Essences and Always produced some of the top performing US television and video advertisements in the first quarter of 2015, according to analysis from Ace Metrix, a TV and video avertising analytics company.

The company awarded advertisements an Ad of the Quarter title, with each having earned the highest Ace Score within their category. The winners were ranked based on the scorings of a panel of at least 500 consumers.

Among the top scores in the personal care category were Almay’s advert featuring Carrie Underwood, which gained an Ace Score of 562, 12.9% above the cateogry average.

Herbal Essences received a score of 573 for its Rejuvenate Every Hair advert, while Always pulled in a scored of 636, 15.3% above the category’s average, for its Super Bowl advert #LikeAGirl.

Meanwhile, Dove’s advert One Positive Tweet to Start a Trend earned an Ace Score of 652, 26.3% above the average and one of the highest of recorded in the quarter.

Ace Scores are based on creative attributes such as Persuasion, Likeability, Information, Attention, Change, Relevance, Desire and Watchability. For Dove’s advert, high likelability scores are said to have driven the advert’s high ranking overall. The advert illustrated the domino effect of negativity in beauty and body image speech.

  • Companies:
  • Procter and Gamble
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