I. Introduction.
The focus of the project is on the prestige department store women's color facial makeup in the United States. We conducted our research of this category by magazine, newspaper, Internet, and over the counter knowledge. During research we found that Lancôme, Estee Lauder, and Clinique were the top-selling prestige facial makeup brands in the United States. Lancôme, is under the wing of parent company L'Oreal, and was founded in 1935. Estee Lauder was founded in 1946 and Estee Lauder Companies founded Clinique in 1968. Their target market ranges from women 18-45 years of age and its specific focus is professional Generation X women. In this paper, we will be discussing the makeup industry, and specifically, the three prestige companies that we have chosen to focus on. We will look at their advertising, positioning, and their marketing communication strategy.
II. Industry.
We decided to focus our attention on women's prestige color facial makeup in the US. The reason we chose this segment is because it has been growing significantly over the past couple of years. Color cosmetics are of a special interest to us because there have been significant developments in this segment recently. "One of the fastest growing markets is color cosmetics where an aging population and an increase in working women has contributed to a 12% increase from 1995-1999." (Imogen, 2000) This segment of the market is forecasted to reach over $23.6 billion worldwide by the year 2003. (Schervish, 2000)
In order to differentiate themselves from others, companies have to create strong brand awareness. Because the products are made out of the same components and do not vary greatly from each other, the only way companies c...
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...t Analysis (2000), The Prestige Cosmetics and Toiletries Overview, Expose,
August (magazine article)
Elcompanies, (2002), http://www.elcompanies.com (internet article)
Estee Lauder, (2002), http://www.esteelauder.com (internet article)
Imogen, Matthew (2000), Review of Trends, In-Cosmetics 2003, July (internet article)
Lancôme, (2002), http://www.lancome.com (internet article)
L'Oreal, (2002), http://www.loreal.com (internet article)
Schervish, Susan (2000), Trends in Cosmetics, Expose, February (magazine article)
Shimp, Terrence (2003), Advertising, Promotion, & Supplemental Aspects of Integrated
Marketing Communications, Sixth Edition, Thomson South-Western, Mason, Ohio. (book)
Overview NARS Cosmetic is a cosmetic company founded by Francois Nars in New York, US in 1994 (Hollywoodnoirmakeup.com, 2012). It is considered as one of the best-selling cosmetics and skincare products company in U.S.A, Canada, Korea, Japan, and Taiwan (Shiseido Co., 2014). Since the demand for cosmetics is growing every year and people are looking for more quality products, the company decided to open a new branch in the Middle East to have more customers and to satisfy them by making the NARS product more easily accessible. The aim of this paper is to indicate the best country among the GCC to open a new NARS Cosmetic branch by studying every country’s feasibility of a new cosmetic branch. We hope this expansion can please our customers and make better reputation in GCC countries,besides increase our profit.
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.
Moving up the pyramid, the next level includes brand meaning – what are you? This incorporates performance and imagery. The product itself is at the heart of brand equity, and designing and delivering a product that satisfies the consumers’ needs and wants is crucial for successful marketing. In order to reach resonance at the top of the pyramid, the product must (at least) meet, if not surpass, customer expectations and functional needs. The goal here is to identify and communicate brand meaning. Performance dimensions consists of five categories: primary characteristics and supplementary features; product reliability, durability and serviceability; service effectiveness, efficiency and empathy; style and design; and
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.
Make up has been around for about 12 thousand years. Woman use makeup to make them look more beautiful, woman now and back that weren’t happy with their natural beauty so they chose to event or come up with something that would make them beautiful. Woman got the idea that they would use some things form nature that they found and smashed it or do something to but on their face. At first it was a poisons thing to use but now a days makeup have reached a point that it’s not dangers to put on now. In this paper making to talk about the different make up their development of each. Some of the makeup history that I’m going to talk about are lipstick, mascara, eye liner, Eye shadow, body painting and a little about nail polish. I’m also going to talk about who wear makeup. I am going to explain why they wear makeup and what it meant to wear makeup.
...e lip-gloss product. By using this advertisement to examine common womanlike stereotypes, and to see what women are drawn to in the United States, we notice that choices of colors, fonts, and images used can be appealing to those who are more feminine. The details presented to each reader of this magazine advertisement are shown a multitude of feminine stereotypes, which are targeted towards younger women in America.
According to the textbook case study, the main reason is due to the market in the United States for cosmetics are very mature, not to mention extremely competitive. Because of this, Avon made the decision to put its emphasis – and resources – in less-competitive markets. (Daniels, 2010)
Although society is now adapted to the vast amounts of advertisements, it is imperative to stop and consider the messages that are presented. The internet is flooded with ads promoting beauty and cosmetic products, which often claim to make women feel better about themselves. In truth, the company selling the cosmetic product makes the buyer feel inadequate, causing the individual to feel as though they must have the product to obtain more magnificent pulchritude. The audience targeted for the magazine advert comprises those who want to look and feel more attractive from acquiring better-styled eyelashes, and as "Maybelline" is a drugstore brand, it appeals to an average income family.Because of its range of products and general affordability, Maybelline is a
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.
Marketers assert to develop branding and packaging strategies that signify the brand’s products in a way that establishes lasting impressions in consumers’ thoughts. Because brands distinguish the many product offerings in the marketplace, brands help consumers choose between product offerings. When branding and packaging strategies clearly illustrate worthy product expectations, and products remain true to branding messages, positive consumer perceptions ensue, and brand value is strengthened.
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
Lets start at the beginning Makeup Art Cosmetics or MAC was created in 1984 by two men, Frank Tosken a seasoned makeup artist and photographer and Frank Angelo a successful business owner of a chain of salons in Toronto. They found that cosmetic products that were readily available were not performing well under the intense environment of studio lights & perspiration, had little color payoff, and were constantly having to be touched up. So, they created cosmetic formulas and colors that met these specific needs. By using them backstage on models and performers news traveled fast about how wonderful these products were. At first MAC was only available to the professional makeup artist. Then by word of mouth news spread to the general population and was maid available to the public and in 1994 was purchased by the Estee Lauder who owns many of the world's favorite cosmetic brands. MAC continues to be a testimonial brand of cosmetics, meaning that there is no paid advertising for MAC to promote their traditional product. They rely solely on testimonials and word of mouth advertisement. However you may find that MAC does advertise only one product and that is Viva Glam Lipstick. This is their charity lipstick and it comes in five different shades.
The second is the urgency to get needs satisfied and desire a willingness to see information, compare, and shop. The last is geographic location and other demographic characteristics of potential customers (Perreullt, Cannon, & McCarthy, 2014, p. 98)”. The first product to be tried would be by me, and would consist of for example the product line of cosmetics for women. The second would be the place where I would market the cosmetics, such as online, Facebook, and Instagram to name a few. The flow and ease of distribution from the producer to the customer is constant. The price to how much a potential customer is willing to pay also touches the social aspect of the effect on the strategic decision and space. The behavioral needs, and type of potential segmenting dimensions for cosmetics jointly emerges with the urgency. The two are closely related because of the behavioral, psychological, and social needs of a female’s desire to have a specific brand. This also brings comfort of the cosmetics and make-up to help the women make better
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