TYPES OF TRADE MARKETING STRATEGIES
Brand: This is probably/undoubtedly the first question consumers ask when they buy cosmetics. Famous brands will often be more trusted. Consumers in developing countries are particularly interested in brands, partly because of their need to assert their values via objects (conspicuous consumption), partly because of the ability to assess the true value of products as well. Nowadays, the market is still limited. It is little known that popular brands AND high-end brands contain mostly the same ingredients: water, petrolatum, preservatives, synthetic flavorings and lots of potential substances which are nociv for our health and the environment.
Price: The art of pricing products according to the concept of "any of them" makes many people blindly believe that the more expensive cosmetics are, the higher the quality is. However, people do not know that most of the money they spend is actually for packaging, brand and aggressive advertising campaigns. Of course, there cannot be a very good product at a cheap price. But you can undeniably get a product of the equivalent good quality without spending extra hundreds or thousands of dollars.
Packaging: Many cosmetics are luxuriously packaged and sophisticatedly decorated to show class. However, beautiful packaging does not mean higher quality products or superior performance.
Scent and color: according to the tastes of consumers, cosmetic companies produce colorful skin care products, with many scents. But above all, that means that the product is full of coloring agents, creating chemical smells that irritate the skin.
"Dermatologists recommend": those words "buy" the trust of the majority of consumers. But what you do not know is that any product on the market, if it meets certain cosmetic industry standards and is effective, is easily recommended by 'a doctor'. This does not guarantee that cosmetics are good, it does not mean 100% safe or organic.
Protection registrations (trademarks, patents): like ‘ABC substance, XYZ's proprietary EDF formula. This is the result of genuine and protected scientific research. However, the actual use is only relative and not necessarily more effective than organic ingredients.
Advertise with stars as brand representatives: perhaps there's nothing to say about this purely familiar marketing technique. Do stars and models really use those products? Not sure, they don't talk about how effective they are!
Remember a cosmetic rule: The ingredient list is the only thing that makes sense! To hide harmful components, this list is often printed very small and fuzzy, in order to make it very difficult to see. The high price, beautiful packaging, advertising star ... do not reflect the quality of cosmetics. Therefore, don't be fooled by marketing disguise of cosmetic labels. Assess the product quality based on your own scientific understanding.
(Nội dung:Tổng hợp, ảnh: realbeauty101.typepad.com)