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h… Email Diamant…Its baroque packaging, and its emblematic red toothpaste has not changed since 1893. Today, Email Diamant is considered as a specialist on the niche market of whitening toothpastes.
Actually, teeth get darker naturally and they also lose their white color because of things we consume (wine/ coffee/ tea/ cigarettes…) and people want to have white teeth because it is a sign of a good health, attractive and fashionable (all Hollywood stars get a white smile). An obvious idea came automatically to my mind: Those who get a white smile would be more self-confident than those who have not! As simple as that ;)
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| Source: http://liverpool.adzooks.co.uk/for-sale/other/gordon-moores-toothpaste-is-back-4255781.html |
It costs around €3.50 and is sold in supermarkets and drug stores. It is a brand of Laboratoires Santé beauté’s portfolio (which also sells Barbara Gould/ Linéance/ Poupina/ Nair/ Femfresh).
All these brands are not very innovative and quite old-fashioned.
All these brands are not very innovative and quite old-fashioned.
However, Email Diamant makes the most of the natural, organic and vintage trends.
It is considered as a “basic” in our bathroom. Even though it is kitsch, people still love it and have affection for this brand. It is as worthy as our grand-mother secret - with no bad breath of the granny ;).
Email Diamant founders, a couple, were good marketers. They colored the paste into red so that everyone could recognize easily any red toothpaste as an Email Diamant one.
They also asked their son, André, a baritone performing the role of Figaro in the play “le Barbier de Séville”, who gets a beautiful smile to be the muse of the toothpaste.
What is interesting to notice is that Email Diamant has never changed its packaging over the years. It has stuck to the opera singer for all its seven products.
Thus, people can easily recognize Email Diamant packaging while is harder to do between Colgate and Signal which are more similar.
In fact, if we compare major toothpaste brands packaging and hide the name of the brand it would be very difficult to differentiate them, while Email Diamant packaging is easily recognizable and is the same for its 7 products.
Plus, on its website, Email Diamant does not claim to be an oral hygiene specialist (Colagate and Signal claim), but rather a whiteness specialist. It is not giving you white teeth, but an Email Diamant smile. People even say they get a Email Diamant smile instead of a Hollywood smile.
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| Source: http://timbreetdent.free.fr/sujets/carte-pub.htm |
Thus, people can easily recognize Email Diamant packaging while is harder to do between Colgate and Signal which are more similar.
In fact, if we compare major toothpaste brands packaging and hide the name of the brand it would be very difficult to differentiate them, while Email Diamant packaging is easily recognizable and is the same for its 7 products.
Plus, on its website, Email Diamant does not claim to be an oral hygiene specialist (Colagate and Signal claim), but rather a whiteness specialist. It is not giving you white teeth, but an Email Diamant smile. People even say they get a Email Diamant smile instead of a Hollywood smile.
Tradition, elegance, beauty and glamour are the values of the brand, which are associated with seduction. Below is the Kapferer brand identity prism model to understand better Email Diamant identity.
We want to show you an old commercial for Email Diamant starring a famous French Actress Arielle Dombasle. It puts the emphasis on the idea that celebrities also use this product, if you use this toothpaste you will be glamorous and attractive.
In Email Diamants commercials we can always see women with a perfect white smile are kissing men. They are obviously self-confident. The commercial always took place in a baroque environment (opera music, Greek statues…).
People can identify a white smile as an Email Diamant smile (in the latter ad the man says: "this smile??!!...Email Diamant!"). The brand is always using the same slogan “la magie du blanc” (White Magic) to emphasize the fact they perfectly know how to get teeth white.
People can identify a white smile as an Email Diamant smile (in the latter ad the man says: "this smile??!!...Email Diamant!"). The brand is always using the same slogan “la magie du blanc” (White Magic) to emphasize the fact they perfectly know how to get teeth white.
You can watch the latest commercial of Email Diamant in our previous article Sensational toothpaste.
So girls, are you ready to get an Email Diamant smile?
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| Source: http://www.beautybombshells.com/2010/07/26/bright-white-hollywood-smile/ |
