Boys and girls, women and men all over the world use make up on a daily basis to cover up minor imperfections, mental trauma and even “ugly-ness” – but what is ugly?
The cosmetic industry taught us over the years that make up can be used to enhance our beauty but also change ourselves and lately it seems as though people tend to camouflage behind it
“Beauty is not in the face; beauty is a light in the heart.”
– Kahlil Gibran
Thank you Gibran, words spoken true, yet nowadays it seems that the will of looking impeccable has magnetised so much attention that some people might call this an addiction.
The cosmetic industry faced difficulties in last few years as the contemporary market demand quickly adapted into the pattern “survival of the quickest”. Like Gladiators on the battlefield, the hunt for new techniques and formulas quickly arose that even established brands had to adapt and amend their brand management and image to maintain their positive brand equity. A good product is not the only thing you need to survive in this industry, people have emotional needs and seek certain lifestyles that they ideally satisfy when purchasing a product, also they should be able to acknowledge the specific product from all the other products on the shelf, therefore packaging has won an important role to how well your company performs. If your customers like to look pretty, then they like to buy pretty things…
…a concept MAC is a great implementor of.
normal packaging limited edition
New brands in this industry have it easier if they have a famous ambassador which people see as a role model or associate with your brand. However, that might only be an advantage for the entrance to this market sooner or later if your idea is successful all the other brands will copy this idea and make it theirs.
If you guys liked this topic check out the link of a female entrepreneur that was brave enough to take a step into this industry:
Kornberger, M. (2010) Brand society: How brands transform management and lifestyle. Cambridge: Cambridge University Press.
Morgan, N., Pritchard, A. and Pride, R. (2004) Destination branding: Creating the unique destination proposition. 2nd edn. Amsterdam: Elsevier Butterworth-Heinemann.
Liao,K.,Amaya Rivas, A. and Ju,T. 2017 Social Behaviour and Responsibility: COGNITIVE, EXPERIENTIAL, AND MARKETING FACTORS MEDIATE THE EFFECT OF BRAND PERSONALITY ON BRAND EQUITY [online] [Accessed]