Essay on Make Up Industry Marketing

The conclusions of this research study show there is a market for juvenile skincare products however; incorporating these product lines in the existing retail stores would affect the image Sephora portrays which is

Throughout the years, makeup and skin care advertisements have been some of the most viewed and produced of all time. Even from the time I was a little girl until now, I can remember watching advertisements for beauty products. There have been major changes in aspects of these advertisements from the distant past to now, and I can even recall changes within my lifetime. Beauty advertisements today show much more diversity in terms of gender and race. They also reflect the immense changes society has gone through regarding the way beauty is perceived. Many years ago, beauty advertisements would focus on men’s standards for women’s beauty, which is not the case today. The message and models depicted in beauty advertisements from the early 1900’s to modern day have evolved tremendously in a positive way.

Many great fashion designers have entered the market of fragrance (Chanel, Lanvin, Givenchy, Yves Saint‐Laurent, Balenciaga …). After that, the speakers of the cosmetic market launched their own perfumes (Yves Saint Laurent, Estee Lauder) and finally, the family brands made their entry on the market (L’Oreal, Procter & Gamble, Unilever…). These

There is a major misunderstanding between makeup industries and women of color. This is a result of the lack of understanding of the needs of the diverse consumer. There is an absence of knowledge and empathy for others that are not white. When we consider these factors we have to think about the creators of these products. Often times they do not look like us, so how can we expect for them to meet our needs. This form of discrimination can place a direct discouragement on women of color’s self-esteem. This exclusion in an attempt to purchase foundation for their skin tone is what race relation’s specialist, Nadra Kareem Nittle calls “colorism.” In her article “What Is Colorism-Skin Tone Discrimination in America,” she describes colorism as the disadvantage dark skinned people face, while privileging those with lighter skin. Colorism is rooted in slavery, as slave owners typically gave preferential treatment to slaves with fairer skin complexions, while dark skinned slaves faced harsher mistreatment out in the fields. Makeup companies favor their white counterparts, often only providing a few shades that do not meet the needs of women of color.

Makeup has been a part of American society for hundreds of years, yet its popularity has increased notably over the last two centuries. The makeup industry today is worth billions of dollars; therefore, it stands as a widely recognized and successful business. Its prevalence has led to the development of all kinds of products which target to a wide audience. Cosmetics are so popular that most Americans encounter them in one form or another every day. On a daily basis, people will interact with someone who wears makeup, see ads related to makeup products, encounter these products while shopping, or wear makeup themselves. As a result, makeup may seem ordinary and unimportant; however, close evaluation of its presence in the lives of Americans

In the 1930s, the Roosevelt Administration levied 10% tax on luxury goods including cosmetics, but women still continued to buy make up. After the Second World War, the cosmetics industry matured and became more competitive with Revlon and Avon targeting younger women and becoming powerhouses. This was the time when Arden and Rubinstein should have realized that younger women of the new generation didn’t want to be associated with their products as these were products that were used by their mothers. Both the companies failed to evolve at that time and lost the plot with respect to business development. In the 1960s Arden tried to cater to the younger market by bringing in Pablo as the face designer but this didn’t have a very lasting

Only four percent of the 3.52 billion women around the world consider themselves beautiful. Due to that most women will use eyeshadow, mascara, foundation, etc to make themselves feel better than they did without makeup. Implying that human race has tried to reinvent itself visually over and over again. First the idea originated in Ancient Rome, continued out through the roaring twenties and still is applicable to today. Makeup has developed heavily over the centuries, there are hundreds of makeup outlets where consumers can go and purchase products. The multi-billion dollar makeup industry exist solely for the vanity of the population.

Makeup was firstly introduced to the world through the Ancient Egyptians’ use of lead and copper ore. Through years of methods, from using the stain of berries for the lips, to the lethal concoctions of arsenic and lead for a paler appearance, the culture of beautification has been ever present with humanity. Now, the consumption of makeup lends itself at the hands of a multi-billion dollar market. With this, makeup has raised questions of vanity, through definitive statements of, “Beauty is only skin deep,” and attacking others with terms such as ‘superficial’. The anti makeup campaign became the pseudo-feminist slogan.

Gabriell (Coco) Chanel founded her company in 1913 in Paris, France. The main profile of the company at the beginnings was fashion design by Chanel herself from 1910 to 1971. She was a real innovator on the market. After her death Karl Lagerfeld became his successor, currently he is the mastermind behind the world-famous, top-selling luxury brand. Chanel soon expanded the product range and started to design luxury hats, clothes, fragrances, accessories and cosmetics. The ideology behind the brand is elegancy, beauty and self-respect of women; Chanel has a parallelism with personal identity embedded into luxury. This is illustrated by the current slogan of N˚5 Fragrance “A woman. A Destiny. A Parfume.” (Chanel, 2014). The Chanel Fragrance called N˚5 is an ultimate success since the very beginning it was introduced in the market as a symbol of femininity in the early 1920’s. Almost a hundred years later Chanel’s N˚5 fragrance of the same composition is still top-seller even though the number of concurrent companies or products has increased significantly. Some research says that a bottle is sold every half a minute (Vogue, 2014).

The quest for beauty is an endless endeavour at all times. Despite the old saying cautioning us that beauty is only skin deep, billions of dollars is spent on skin care products every year for men and women, young and old alike. In this multi-million-dollar industry, every company tries hard to maximize their profit. One of the most common methods they apply is market segmentation.

The cosmetics business is a billion dollar industry. Every year, women are responsible for consuming millions of cosmetic products. The cosmetics industry is so large because of several factors. The media is a huge contributor to the intense pressure to look a certain way. The idea that "sex sells" is evident in gossip magazines, movies, advertisements, music, and more subtly- in the business world. People first notice what race someone is, how beautiful or ugly they are and what clothes they are wearing. Beauty is skin deep; however, first impressions are usually what others use to base their

The target market for Maybelline’s Great Lash Mascara is primarily women between the ages of 15 and 35. Because of this large age gap, Maybelline over the years has become a more contemporary brand for all women of all races. They have done this by providing foundation shades in a wider range of colors and introducing products that women of any age can use. Maybelline also produces different products for each country that they distribute to. Each ad within an ad campaign is altered slightly or tremendously to better suit the culture it is marketing to. In the U.S., a large percent of females begin to use makeup before the age of 16. As a girl uses Maybelline Great Lash Mascara, a well-known product, it could have possibly been bought for her or given to her by her mother. With this specific product being around for many years, many women have grown to be brand loyal to it. As a young woman grows into adulthood, the cheaper mascara option of Maybelline Great Lash can be compared to other brands of higher price. Other competitors can provide a product that a consumer can reach for as they grow and can begin to afford to spend more on a better quality or different formula of mascara. This can relate to income or social class within demographics as well. Some women choose this specific SBU because of the affordable price and what they expect out of the product. This specific product is a simple mascara that lengthens and darkens lashes. As these consumers grow older, they may

L’Oréal is the world's largest cosmetics company and has developed activities in the field of cosmetics, concentrating on hair color, skin care, sun protection, make-up, perfumes and hair care, the company is active in the dermatology, toxicology, tissue engineering, and biopharmaceutical research fields and is the top nanotechnology patent-holder in the United States. In 1909, Eugène Paul Louis Schueller, a young French chemist of German descent, developed a hair dye formula called Auréale. Schueller formulated and manufactured his own products,

Makeup Art Cosmetics (MAC) was founded in 1985 in Toronto by Frank Toskan and the late Frank Angelo. The business plan concentrated on targeting young, fashionable females by creating cosmetic products which contain unique textures and colours. Using this strategy, the company targeted the ¡°hip¡± celebrities and other cosmetic influencers to gain recognition and market share in the younger consumer market. Since its inception, the company has grown to become a multi-national organization operating in over 180 locations worldwide. In the late 1990¡¯s, MAC was purchased by Estee Lauder, which has led to the alteration of the company¡¯s governance; the culture of the firm changed from that of an entrepreneurial-style with limited rules into

Spain is the 8th largest consumer of cosmetic goods in the world, and collectively, Spanish men and women spend around $7.4 billion annually on them. Looks play a large role in Spanish culture, as youth and sensuality are highly sought after by men and women alike. Although most focus is placed on perfumes, aromatics, and skincare products, there is a large demand for conventional cosmetic products as well. Lipstick has existed for thousands of years and is considered a staple in any women’s repertoire. As such, there is always a demand for new lipsticks. The target market is primarily women between the ages of 18-45; lipsticks are not limited to certain age groups, and certain shades, like blue-based reds are worn by women of all ages. To a lesser extent, men are also a target market as acceptance has risen for men who wear makeup, but the market is still primarily focused on women. Lipsticks are not purchased very often, but because so many women purchase lipsticks over the course of a year that isn’t much of an issue. Climate and geography do not present much of an issue as lipsticks are easy to transport from one place to another due to their size, and do not change depending on the weather as they are packaged. There is no confliction with traditions, habits, or beliefs in Spain, as cosmetics have existed since pre-historical times as a luxury (and non-luxury) good. There is nothing in Spanish culture that limits a woman’s ability to use cosmetics.