INTRODUCTION
Covergirl is an American cosmetics company. The company was founded by the Noxzema Chemical Company, and later bought by Procter & Gamble. The company is currently the best-selling cosmetic brand in America especially in the teenage marketplace (Debbie, 2006-2014). Being in the first position of the cosmetics market, the company has many competitors, and the biggest competition comes from the Maybelline cosmetics company, this is because both companies offer products with similar prices to similar consumer groups. The company Covergirl cosmetics is more of a brand licence rather a cosmetics company, because it does not provide any face to face customer service at any makeup counters, but they do provide a large variety of products at decent prices, which brings in their customers. The company provides eye shadow, nail polish, concealer and etc. (see fig. 1, fig. 5 to fig. 8), and they sell their products to large distribution centres and a variety of wholesalers. Covergirl cosmetics spends an extensive amount of time and money on reviewing their products, and adjusting them to the latest trends, and tastes of their customers each year. Although the new updates can be very exciting, the adjustments can make it difficult to find the product of their needs and since the company does not provide a personal consultant the adjustments can lead to big problems. So to support their customers with the new adjustments and prevent the loss of customers, the company provides an online service, called the MakeUpdater. Through this service customers can find products to replace their old favourites. The company has many ways to encourage and support their new products one being the free samples which can be received through thei...
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...ct for their customers and spends even more on their marketing techniques. Covergirl cosmetics has changed a lot through the years, but it was all for the better. The company which was once owned by Noxell is now owned by the very famous company, Procter and Gamble (Niti, 2014). Covergirl cosmetics does not provide any personal makeup consultant, which can be a let-down for their customers, but they do provide many options on their website. There are many factors which contribute to bringing in the customers, such as the company provides a variety of products at decent prices, they use many marketing schemes such as using celebrities and the company uses models with different racial backgrounds (see fig. 2-3). Covergirl has risen to the top and has left its mark in the cosmetics industry and made the world a little more “Easy, Breezy, Beautiful”.
APPENDIX
Ulta Beauty's macro-environment consists of being demographically open to targeting a wide variety of age groups as well as income. Ulta's focus right now is to expand father by targeting Millennials. They are doing this by creating an app called 'Glamlab', where customers can test out products digitally and generate more online sales. This is Ulta's way to keep up with the cultural changes in the macro-environment. (Jul 2017) Natural issues that may arise with the go green movement may be some of the products Ulta carries that test on animals. There brands include some of their more profitable brands like Benefit and Estée Lauder. (PETA 2017)
The transition to modern consumerism involved not just the introduction of responsible product formulation, but fundamental transformations of social behavior. Women were at the heart of this development in the cosmetic industry, and we will consider the contributions of two of them: Annie Turnbo Malone and Madame C. J. Walker. These women and their contemporaries paved the way for Estee Lauder and Mary Kay Ash in our time.
MAC (Makeup Art Cosmetics) is originally a Canadian company that has been operating for more than 20 years and it has already penetrate to many countries all around the world, in the North and South America at most. It sells brand cosmetics of high quality that is intended for professional as well as everyday usage. The brand is sought-after also by many celebrities, fashion models, and photographers because of its delicate texture, huge choice of colors, and durability. The products are usually very well tolerated on every skin type and MAC make-up items are also suitable for women with sensitive eyes (MAC, 2007, p. 1). The prices of the MAC cosmetics are comparable with other high quality world brands, i.e. those which cannot be bought in drugstores, but in the specialized cosmetic stores or international perfumeries that the company has a contract with. That hinders the company from further expansion into other countries, mainly in Central and Eastern Europe, because of the limited ways of sale.
Case Study: Victoria's Secret OVERVIEW Victoria's Secret, one of the world's most recognizable fashion brands, established itself in the Bay Area in the early 1970s. Originally owned by an ambitious Stanford graduate looking for a comfortable and high-end retailer to buy his wife lingerie, Roy Raymond opened the first store at Stanford Shopping Center. Styled after a Victorian boudoir, Raymond's success prompted him to open three other locations, a catalog business, and a corporate headquarters within a few years. His inability to balance finances with his creative vision, Roy Raymond fell into trouble and was forced to sell his company for the small sum of $1 million dollars to The Limited, an Ohio-based conglomerate owned by Les Wexner.
Dove is a personal care trademark that has continually been linked with beauty and building up confidence and self-assurance amongst women. Now, it has taken steps further by impending with a new advertising strategy; fighting adverse advertising. And by that it means contesting all the ads that in some way proliferate the bodily insufficiencies which exits inside women. Launched by Dove, the campaign spins round an application called the Dove Ad Makeover which is part of the global Dove “Campaign for Real Beauty” what has been continuing ever since 2004 and times print, television, digital and outdoor advertising. As Leech (1996) believed,” commercial consumer advertising seems to be the most frequently used way of advertising.” In which way the seller’s chief goal is to sway their possible spectators and attempt and change their opinions, ideals and interests in the drive of resounding them that the produce they are posing has a touch that customer wants that will also be in their advantage, therefore generating false desires in the user’s mind. Dove is vexing to influence their viewers to purchase products they wouldn’t usually buy by “creating desires that previously did not exist.”(Dyer, 1982:6)
All women wish to look their best on their wedding day, prom, or their ten year anniversary, so it is a makeup artist’s job to fulfil this desire. The art of emphasizing one’s most attractive features by highlighting the inner corner of the eye to brighten the eyes, contouring the cheeks to make the cheekbones appear higher and painting on bold lipstick to form perfect, plump lips make the face appear flawless. Some people do not wear makeup everyday, so when they do, their face can appear brightened and awake, therefore they believe they look wonderful. Although many people are confident in their appearance and do not demand makeup to boost their self-esteem, wearing well-applied makeup will always make someone feel
In the short reading, The Cunning of Cosmetics, by Jeffrey Kipnis, he begins by explaining what architecture is reacting to and how it effects the direction it is going in. As a result from explaining this, he starts to ponder on his job on Herzog & de Meuron and question, “When did my infatuation with HdM’s work begin?”(Kipnis 23) he starts to realize that buildings have the “Ability to insinuate itself into my psyche” without forcing itself upon someone. He is able to analyze this in the magazine he was reading Arch- Plus by Nikolaus Kuhnert and see how he separated the magazine into two sections – Ornament and Minimalism, through this he able to explore prime examples such as Signal Box and Ricola Europ, explaining how the use of their materiality and modern ornamentation can give a “Erotic allure…the sirens of the Odyssey”. Overall he is clarifying that
The evolution of make-up has quite the turbulent ride, beginning approximately six-thousand years as means of protection and to aid health and has now evolved into a multi-billion dollar industry. During its evolution, make-up has been declared illegal, immoral and in some instances was deadly. Today, makeup comes in thousands upon thousands of colors, textures and is even specific to skin type and race.
Over the last five years, I have been collecting makeup. Over these years, I have discovered all of the different types of makeup and the different uses for it. In this essay, I will be informing my audience of the benefits of different kinds of makeup as well as their uses.
Nowadays, people attach great importance to appearance. In order to meet different customer needs, each company in cosmetic retailer industry provides various beauty products to customers. Skincare, make-up, hair care products, body care products, perfumes, health and beauty supplements are included.
Government regulation on food, drinks and medicine has created safer products for public use. The Food and Drug Administration (FDA) is constantly working hard at making sure that the food and medicine produced and sold by corporations are safe for public health and are produced in an ethical manner. Food and pharmaceutical corporations are forced to follow strict guidelines so that their products are allowed to be sold in the United States. Much of the public doesn’t realize that the Food and Drug Administration is also in charge of regulating the cosmetics that are sold within the United States. However, unlike food and drugs, cosmetics companies are loosely regulated and given a greater freedom to produce items they choose. Various cosmetics have been found to contain ingredients that are harmful to the public health or the environment.
Promoting Avon’s products and high chance of increasing direct-sales is to offer incentives to its consumers. Incentives provide a positive motivational influence to encourage and excite buyers to buy the products. Such incentives, appropriate for this situation, are coupons, rebates, product samples and awards. Coupons can be attached in mail, beauty magazines, newspapers, and advertisements on mail or on the internet company’s official website. Rebates can be offered also to attract more buyers to buy the products. Rebates can be advertised also on coupons through mail or the internet. Another successful way of attracting consumers is by offering samples of Avon’s cosmetic products, which can be done door-to-door or attached on an advertisement through mail. Finally, awards through prizes, contests or sweepstakes can offer consumers the chance to win something small or big like cash or a free-trip to the Bahamas. Also, prizes can be offering a free gift whenever a consumers purchase one of Avon’s products. This last incentive option attracts more attention from consumers than the three other options.
While stating in text the lipstick is truer and crisper from their rich pigments and creamier and more sumptuous feel from their nourishing honey nectar. The consumer can actually read those objectives off the advertisement. For a visual aspect you can physically see a flower dripping nectar onto the lipstick, as the lipstick glistens. In addition, the consumer can also see a beautiful model wearing one of the shades of pink to see how rich the lipstick really is. CoverGirl uses both verbal and visual messaging to accomplish the advertiser’s marketing objectives. CoverGirl is pulling their consumer in by offering them rich, satisfying color and lip butters, while also stating what shade is on the model. Since the model is wearing Yummy Pink, the brand decided to add a visual aspect of an ice cream. The brand emphasizes the shade of pink is just as yummy as an ice cream
For this assignment Amy and I chose cosmetics and toiletries. A cosmetic is a preparation or substance that is used to alter certain parts of the human body it can change the odours or appearance of the body, clean it or protect it. Some of the items in this industry that are included in the description of the cosmetics and toiletries industry are hair care products, makeup, bath, shower and skin care products, fragrances, male grooming products, oral hygiene products, female sanitary items, deodorant and moisturizer and other cream. After several attempts at researching where cosmetics are produced and manufactured, we found that is very rare for most makeup and toiletry brands to be made in Australia after calling and enquiring to many different companies we found that most products are shipped from America or the UK. However, we did find that Procter and Gamble produces Billie goat soap in Australia and all of Lush’ products are manufactured in Canterbury in Sydney.
From the ancient Egyptians who used copper and lead to create the world’s first cosmetics to the merchandise that was scientifically progressed over time that can do anything and everything from hiding large pores, smoothing your face’s complexions, and turning the dull green of your eyes into a lively shade of emerald. Makeup has been an essential part of humanity for over thousands of years. Cosmetologists, chemists, fashion designers, religious leaders and governments has had an unbelievable impact over the world of cosmetics with about ten thousand years of experience. Because it is in human nature to find new ways of expressing ourselves in an artistic way and to always aim for perfection. Cosmetics has played a really big part part in our advancements from ancient civilization to the modern way of living our lives.