Skincare products are essential in summer, especially for women. But when it comes to the “popularity contest”, i.e. the number of searches on the Web, skincare products are way behind makeup brands. Aesthetics and fashion are easily beating functionality and protection! Not a surprise that seasoned marketers that know their trade, rely on expert opinion on how differently to unfold their media campaigns, depending on if they promote functional or fashionable toiletries. The former need consistent long term presence, but not high pressure. Fashion goes very fast, responds to strong bursts, even if short and is in need of evolving creative applications. The exact dose of pressure/ continuity has to come from an expert media analysis. The more cases, the more plural buying approaches a media consultant has as reference, the better the analysis!