Market Segmentation of Skin Care Products

Neutrogena products in the United Kingdom should support their campaign on the usage of anti-aging products, and this should let them change their design on the product’s package to meet the demands from their consumers. As time goes on the demand from the consumers change and so do their competitors. This means that the personal selling should have in place a way of getting data from wholesalers, consumers, and the retailers. This makes the personal selling a connection of agents that can make their way around every avenue as soon as the original market develops into a success.

Cosmetics and personal care industry is growing day by day as people are becoming more sensible about their appearance. Not only women but men are also attracted to improve their looks. Canadian men had started taking care of their skin and became more conscious about beauty to enhance their professional credibility. Men’s grooming market has viewed growth since 2010 with little downfall in 2014 and then again grew and reached at CAD 1,009.0 million in 2015 (Graph 1) (Passport

Finally, CLARINS’ advertisement gives off a luxurious ambiance. Published in September of 2015, this “Double Serum” product oozes with warmth and the feeling of autumn. The soothing reds, browns, and oranges coincide with the time period and will therefore more likely appeal to the targeted consumer. This advertisement gives off the feeling of power and staying young, which older women desperately seek. CLARINS’ product promises sexy skin, and who could deny that with such a sultry

The market consists of many types of customers, products and ns. Marketers must determine the segment to offer the best opportunities. Users can be grouped and served in a variety of ways based on geographic factors, demographic, psychographic, and behavioral. Process divides the market into different groups of buyers with different needs, characteristics, or behavior who might require separate products or marketing program called market segmentation. Some clients want to be a style leader. They will always buy a particular style and

The growing sales of skincare products are fueled by the belief of real beauty to Japanese women (owning a fair complexion and fine-textured skin) and the increasing average age of Japanese population. These women were more willing and spent almost three times more than the average American women, but they had a hold on foreign skin care products – Japanese manufacturers understand their needs for their delicate skin (skin care regimen involved seven-stage process). When comes to makeup products, they are usually associated with status, image and dreams and Japanese women tend to aspire to look like Western women on foreign brands cosmetics ads.

4.2.1. The UK Skincare Market Size, 2007-2012 4.2.1.1. 4.2.1.2. The UK Skincare Market Segmentation, 2008-2012 The UK Skincare Market Future Outlook and Projections, 2013-2017

Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs, and then be designed and implemented to target these specific customer segments, addressing needs or desires that are believed to be common in this segment, using media that is used by the market segment.

Market segmentation- is the process in marketing of dividing a market into distinct subsets (segments) that behave in the same way or have similar needs. Because each segment is fairly homogeneous in their needs and attitudes, they are likely to respond similarly to a given marketing strategy. That is, they are likely to have similar feeling and ideas about a marketing mix comprised of a given product or service, sold at a given price, distributed in a certain way, and promoted in a certain way. Broadly, markets can be divided according to a number of general criteria, such as by industry or public versus private sector. Small segments are often termed niche markets or specialty markets. However, all segments fall into either consumer or

Cosmetics fall into their own marketing arena. It is the only other product, besides food, that consumers are in constant need of because cosmetics are used in our everyday lives. Cosmetics, in order to have any type of customer base, are made with great quality in mind. With all these different brands offering the same types and qualities of products, Dove had to branch out into another important segment of this cosmetics market. Cosmetics are being used just as much by men as they are used by women, and it is important that a cosmetics product line can compete in the market of men’s products as well. Dove’s main competitors, Nivea, L’Oreal, and Garnier, have not crossed into making men’s products. The lack of men’s products gives Dove a competitive advantage in their arena. Dove has dominated in this category through their marketing and different direction.

Customers from various existing markets differ from what they needs and wants, behaviors, and locations. With market segmentation, organizations are able to divide the large number of market to smaller and specified segments, thus it can be approached more effective and efficient with the targeted products that are matched to their particular demands (Kotler, 2010).

The main objective of segmentation is to enable marketers use all the marketing mix in delivery their product to their specific target market.

Segmentation is important in consumer analysis because understanding the consumer will allow us segment the market more meaningfully. To get a product or service to the right person or company, a marketer would firstly segment the market, then target a single segment or series of segments, and finally position within the segment(s). Market segmentation is the basis for customer orientation and differentiation

The focus will be on the relationships between face care products and a variable such as, Age, Income group, face types and trends. Simultaneously, we would also like to find out if Palmer’s current marketing strategy – its Cocoa Butter Formula appeals to the purchase decisions of our target market. Below is an example of 2 such questions

Purchasing the most expensive and popular cosmetic brand might seem as the best option to protect oneself from imperfections but, is the product’s price determined by popularity or safety regulations? Cosmetics have transformed the industries to make themselves an essential part of consumer’s daily routine. Cosmetics were first used by tribes as a form of camouflage to disguise themselves from enemies and predators. Mud, ashes and natural dyes, were used to hide themselves from predators and to create a sense of fear in the pray (Goering). During the Renaissance period, cosmetics lost its demand as a protection tool and innovating in the makeup industry. Women began making their own instructions on how to produce products based on households items such as oatmeals, charcoal and berries. Soon they adapted a system that allowed them to make more of the same products and then create profits by selling them as a package product (Goering). Currently in the Twenty First Century beauty products are considered essential in women 's’ life as a key to their physical transformation. From morning makeup routine to late time dinners, women tend to use on average at least ten to fifteen products a day (Averett). Cosmetics have expanded from raw materials used for camouflage to a crucial necessity to in order achieve an emotional realization through the physical appearance. Although cosmetics have helped enhance the natural appearance, due to the manufacturing of the toxic chemicals it

Respondents gave the least preference to ‘satisfaction’ for the value of the brand. (1) Sudhakar et. al. (2012) investigated the social causes for purchase of personal care products. They found that there was a significant influence of age in the purchase of categories of fairness creams. Here again, it was concluded that the chief social factors influencing purchasing decision for fairness creams were family, friends and neighbours, in that order. (4) Women use fairness creams in abundance and men have only recently started doing so recently. A. B. Junaid et. al. (2013) found that as the income level of female consumers is increasing their expenditure for cosmetic product is also increasing. We also found that there is an increase in the awareness as well related to cosmetic products. One major finding in our study tells us that these days female consumers prefer more of cosmetic products which are made from the natural ingredients in other words we can say that they prefer herbal cosmetic products. (8) S. S. Shimpi (2012) et. al. found that the usage of fairness creams was more in the higher income group with men. The variables influencing their preference texture of product, promised effects, previous usage experience and suitability to skin type are the key variables from the studied product attribute variables. (7)