Dermitage Uses Ugly Tactics to Sell Beauty

 

How many consumers will click "Start Your Free Trial" -- and never buy from another direct response advertiser again?

P.S. Forget the compliment I paid Dermitage in this post.

Comments

[SeamusNH]

That is truly painful.....

[Charlotte]

Actually not me. But just look at all the Botox HORROR faces on television. Beautiful women with more money than dirt that now look like freaks of nature i.e. Priscilla Presley who danced her way into America's heart last year.

This ad reminds me of the Clint Eastwood Movies "The Good, The Bad and the Really Ugly," So stranger things have been know to happen and this angle might work from a marketing perspective for women looking for the Fountain of YOUTH that doesn't exist.

[Tracey]

Wow, I actually find those images a bit offensive. The first woman is a gross exaggeration of what you would look like at 90, let alone the age of the original model (which is what, 40?). I wouldn't buy from them for this ad alone.

[runescape power leveling]

does it work?

[JLSimons]

I always wonder what the creative sessions that end up with ads like these are like. Oh, to be a fly on the wall...
Robert, this series of posts about Dermitage have been great. Thanks.

[Robert Rosenthal]

Thanks, JL. I'd like to interview their Photoshop person. What a way to earn a living.

Sorry to read about the injury to your arm.

[JLSimons]

That's an interview I'd love to read, especially if it's done "Jon Stewart" style. I'm a copywriter, and one who has always been concerned (my colleagues might say obsessed) with our moral and ethical responsibility over what we create.

At some point -- when the photoshopper or art director said, "What do you think? Have I gone too far? Is it unbelievable?" -- somebody (the creative director, the account person, the copywriter, the client) should have said something. And since I can't believe that it was high-fives and "You nailed it" all around, then what was it they said? Did they think this was award winning work? Did they think the initial sales would outweigh the returns, the extra customer service time spent mollifying angry, disappointed and still-wrinkly consumers, the potential for law suits, the fines (well, actually, enforcement is the least of their worries), and the impact on their brand and sales of their other products? Or were they just oblivious?

And thanks for the good thoughts about the arm. This is actually the first thing I've typed two-handed, so things are clearly getting better.

[Joe Biden]

It works

[James doe]

It’s obvious that the people on this Blog know little about online marketing. Those guys at Dermitage and IQ Derma are crushing it. They do not care about awards. Its about quantifiable design and the numbers back these ads up.

Try going to theFWA.com if you want to discuss award winning design.
And for those of you on this who think your marketers.. Marketing is about profit.. Not some stupid award. I feel for your bleeding accounts. Good luck with that Addy.

[Brendan]

Seriously, what a bunch of crap. I hope no one falls for this degenerative advertising (tho somebody must because this stuff is everywhere).

[VICTIM]

it is a scam. totally. do not sign up for a free trial. they get your credit card and will bill you. they say you didn't cancel in time even tho you did, and they will bill you. Your credit card is used.