Videos have always been a powerful tool to convey a message, and have been widely used in sales promotion. A video is categorized as rich data, which has abundant of information, and is unstructured. Based on a research done by Dr. James McQuivey of Forrester Research, a marketing research company, a minute of video is equivalent to 1.8 million words. That is how powerful a video can be, and as a marketer, we have to look to this option to help the customers solve their problems and help the company produce even more profits. Cosmetics on the other hand, have become a need to customers especially women, to keep up with the society trends. However, most drugstores do not provide testers that will lead to several difficulties to the customers …show more content…
In order to maintain lower pricing to most of the cosmetic products, most retailers choose not to put testers and only rely to photo swatches of the products to help customers choose the products that they are looking for. Also, some diseases could be transmitted through sharing make up items especially cosmetics designed for lips. Quoted by one dermatologist in Beverly Hills, Dr. Zein Obagi, "If a woman has a cut on her lip and borrows lipstick from someone who has a cold sore, she 'll get a cold sore. You can pass herpes (the cold sore virus), conjunctivitis (pink eye) and all sorts of things through sharing makeup". One of her conclusions from this research is; most make up testers are contaminated with several kinds of germs that is usually transmitted by, including E. coli and many others infectious germs. A research done by a director of clinical microbiology and diagnostic immunology at New York University Medical Center, Philip M. Tierno Jr., PhD, found that most diseases are transmitted via dirty …show more content…
Different skin tones will produce different pigments and products like lipsticks and eye shadows, the result would be highly affected by the skin tones. Although some would argue that any color could match to any skin tone, as far as the lipstick and eye shadow goes, not all customers have the same confidence level. Based on a multinational research company, 41 percent of women in the US believe that photos used in advertising is not true to the real results, making it hard to tell how the product will look like if it was applied in real life. Additionally, more than a quarter women think that the looks in cosmetic advertising is produced with products that are not being advertised. This is a worrying statistic and as retailers, we have to do something to help reduce this
Cover Girl cosmetics have been the top-seller since 1961 and are still going strong. It is hard, with all the advanced lines of make-up for one product to go as far as Cover girl has, so how does Cover Girl cosmetics do it? A lot of Cover Girl’s strong, on going successes are due to changing the look of the product, exceptional promotions which the public can’t look over, giving a cosmetic appeal to both older and younger aged women and most importantly by using near perfect women and teens to model their products. Although it’s wonderful that Cover Girl has been and still is so successful, it has put a dentation in today’s society in what women’s appearance should and shouldn’t be. Women and young adolescence are confused of what their appearance should be. Cover Girl has many famous models; one inparticular is the famous country singer Faith Hill. Faith is tall, skinny, and flawless. When women see models like her doing the advertising for Cover Girl, they automatically feel that they should look the same. Later in this paper I will go into semiotics which derives from the Greek word semeion meaning sign, it basically describes how people interpret different signs, such as models, and how these signs might effect one’s life and self-esteem. Proctor & Gamble are the owners and starters of Cover Girl cosmetics. To keep up the success of Cover Girl they must keep on top of the advertising game to stay above the competitors. To do this they do many promotions, some include using famous singers, changing displays, giving away samples and one of the most important advertisement of all is the models Cover Girls incorporates in their ads. Cover Girls did one promotion with Target stores to promote their product. They used the famous group 98 Degrees to make a sweepstakes called, “Fall in Love with 98 Degrees Sweepstakes.” The grand prizewinner of this sweepstakes is an appearance in the new 98 Degrees music video. This advertising doesn’t just take place in the Target stores; it also takes place in Teen magazine, stickers on the new 98 Degrees CDs, a national radio campaign, and the national Teen People magazine. Because it’s teens that mainly listen to the music that 98 Degrees produces, it’s the teens that this particular promotion is focused on. I s...
Like McClintock wrote in Propaganda Techniques in Today’s Advertising, it is the “most-loved and most-used propaganda techniques.” It is the easiest way to win over customers. They see a celebrity they admire, and they think if they use the product, so should they. In L'oreal's ad for instant tan lotion, the viewer sees the beautifully tanned, clear skinned, long-legged model Karlie Kloss. Her hair blonde, effortless wavy hair paired with an unbuttoned white dress shirt and stiletto heels is the L’oreals definition of beauty. Next to her in ‘handwriting’ font has a quote of her saying “In an instant my skin is ready to glow.” For those who are familiar of Karlie Kloss, her modeling career, or just after seeing her appearance, they might buy the product to try because they trust her “judgement” and hope to maybe look as flawless as she does. L’oreal uses Testimonial to teach women that they should strive to look as flawless as Karlie Kloss using their
Did you know, the personal care products you use every day have dozens of toxic chemicals that link to cancer, asthma, learning disabilities, and more? A campaign community working to build a healthier planet called The Story of Stuff and the Campaign for Safe Cosmetics, created a seven minute film called Chemicals in Beauty Products: The Story of Cosmetics. The purpose of this campaign film is to inform its viewers, specifically women and moms, about the toxic chemicals in our everyday personal care products, from lipstick to baby shampoo, that we may not know about. It addresses the top harmful chemicals that we are putting into our bodies, the products they are most likely found in, and
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
In fact, videos can be shared on broadcast television, YouTube, street marketing and video boards, increasing the possibilities of reaching the target audience. The sharing of the videos results in more exposure of the brand message and generates an increased interest in the marketed brand. Indeed, video marketing is the simplest and most effective way of reaching lots of prospective clients and getting the marketing message heard, seen and felt. Besides, videos allow marketers to appeal to the emotional side of their clients, attach faces to their marketing messages, and establish more influential and useful connections with their
Although cosmetics became widely popular in the 1900s, tombs from 3100 B.C. have revealed that makeup originated in the first Egyptian Dynasty ("The History of Makeup", 1). Researchers found that these cosmetics contained ingredients that ranged from lead to cat dung; both of which are toxic. The use of toxic chemicals in cosmetics, such as coal tar, negatively impacts a person's health. Cosmetic companies put consumers' health at risk due to the use of toxic chemicals, marketing ploys and failure to properly regulate their own products and the chemicals they contain. While cosmetics pose dangerous risks to the human body in general, pregnant women and their fetus are especially vulnerable to the consequences of being exposed to these toxins.
After studying the cosmetic market we can identify a series of needs in this market:
In the 1920s, makeup played a vital role especially for women trying to recover from the fears and horrors of the war. After the recession, it lead to an increase of manufacturing new cosmetic products and brands such as Maybelline. As makeup made its debut to the world, stores were opening and slogans such as “try before you buy” just like Gordon Selfridge proclaimed women to get a sense of what products to use along with spreading the word to others if content with the amazing outcome. Face and complexion was considered by most as an important factor for representing beauty of an artificial face. Face powder was very essential because many women wanted to create a light, sandy
A questionnaire was developed, and several questions were designed to evaluate the views of different responds concerning the new body lotion. The questionnaire was designed on a scale of one to ten where the respondents were to rate the product on the basis of presentation based on the two different videos. However, the videos were presented to two separate groups where each group was presented with a separate video. The first group of customers was presented with the video where Robert’s mood appeared dull and withdrawn. For the second group, Robert’s attitude looked elated and jolly. The two groups took separate surveys right after they had watched the videos and the results derived from the study were evident that the initial appearance has an impact on the general perception that people have towards a person or an
Chiang, C.-T., & Yu, W.-C. (2010). Research of Female Consumer Behavior in Cosmetics Market Case Study of Female Consumers in Hsinchu Area Taiwan. iBusiness, 2, 348-353.
Krishen, LaTour, and Allishah (2014) define the gap between one 's ideal skin tone and one 's self perceived skin tone as "skin tone tension". This theory can be extended towards the literatures discussed thus far. The gap between the fair skin an individual desires and her actual skin tone is further exaggerated by the advertisements publicized globally. Mass media fenlarges this skin tone tension gap because it is evoking a specific image women "ought" to have. The general message is that pale is more
The media favors one women's body type; the tall blonde with perfect, tan skin and long, beautiful hair. Because the images of women in advertisements are unattainable, it keeps them purchasing new products in their quest to be like the models they see (Moore). The actual women in these advertisements can't even match up to the
in shock and horror as her eyes were literally eaten away as though by acid.
In the article “Understanding Alternative Choices of Handmade Cosmetics in Postmodern Consumer Society” Pernilla Arbajian and Yaran Di discuss how consumers perceive purchasing handmade cosmetics. Di defines “Handmade Cosmetics” as, “cosmetics made by human and made from natural ingredients, as opposed to cosmetics that are mass-produced, machine-made and made from chemical additives” (Di, 2014). The Bee’s Knees definitively can be described using this definition as a handmade cosmetic company. Companies today are aware of consumers being scattered and varied about their beliefs. This study goes through the steps and processes that consumers go through when deciding if a product if handmade or natural (regardless of how it is actually made) and how consumers assign meanings to their products of interest in their daily lives.
Beauty product can be defined as cosmetics; materials and devices made and sold for the purpose of enhancing the physical attractiveness of users or in other words, as any product, especially a cream or lotion, intended to improve a person's appearance . We live in society where people nowadays are very obsessed with beauty and spending so much money on beauty products. Since we were children, the society taught us that beauty is happiness, wellness and everything. This creates a mindset that only attractive physical appearance is beauty, even though ‘beauty’ is a very subjective word where it can apply to many things. It is a rare sight these days to