Abstract:

Following on from previous research on advertising approaches for "Lady Braun Elegante" (November 1978 Project B498) Braun have developed two further concepts to be tested against the same research objectives namely:

1. To convince the target group that the new Braun Lady Shaveris the best and most feminine method of removing body hair;

2. That it is easier and more comfortable to use than any other method;

3. That it removes hair better than other electric shavers and virtually as well as blades and creams;

4. That, in tone, lt is aggressive, but believable, feminine, cosmetic and end-benefit orientated rather than technical.