Marketing and Skincare Products

They are women with incomes of $25,000 or more a year that care about their appearance and spend money on beauty products. They tend to have curly or frizzy hair. They are women that tend to use beauty salons and keep up with fashion and fashion trends.

In World War II the soldiers used a jelly-like substance, called “red vet pet” to prevent themselves from the sun. Finally, Benjamin Green combined this substance with cocoa butter and coconut oil, which created the new line of Coppertone suntan cream. Coppertone has come a long way, to make their product better. As they changed the product, the advertisement changed over the years to appeal to the audience. Although both of these advertisements are being presented to get people to buy Coppertone, the modern day advertising is more appealing than 1944 advertisement; the modern day advertisement has a better focal point, action, general feeling and mood, selection of elements, and audience.

Aesop is a 1987 established cosmetics selling company with an idea to make a high range of magnificent products which support the function and structure of body, skin and hairs. Each and Every Aesop Product is created after keeping in mind certain factors such as considering distinct needs of the mass as well as seasonal and climatic conditions. They are

The commercial’s appeal to women relies not only on the attractiveness of the actor and the settings, but to the humor that is based on the idea that such a perfect man can exist at all. Conversely, not only do these commercials reach out to women, but also there are men in the target audience and there is a message for them as well. These ads present an ideal image of how a man should be and what he should smell like. By using a good looking, fit, man for this advertisement, it gives the product an image that men want. The logical fallacy, ad populum, is present in this commercial. This ad almost shouts out the ideas that if you use the product you can look, smell, and be exactly like the man you see on your television. The Old Spice man, Mustafa, does everything better than you do and will give your woman more than you can give her. You can smell like the “ultimate man”, or as the slogan used in the ads says, “Smell like a man”. The ad

BioMed manufactures prescription topical cream called DermaPlusTM which is used for treating certain skin conditions. The main buyers of DermaPlusTM are hospitals and pharmacies.

Aesop is one of the Australia’s success stories in the competitive world of retailing. Dennis Paphitis established this first luxury beauty and skincare brand in 1987 in Melbourne, Australia. The purpose behind establishment of this luxury brand was to create superlative products for the skin, hair and body (Aesop: the stuff of Fables, 2012). Aesop specializes in making greatest anti-oxidant products using both plant-based and laboratory-made ingredients of the highest quality and proven efficacy. Aesop is a product-based company and regularly launches new products for skin, hair, and body in response to genuine needs expressed by its customers.

Based on the SWOT analysis provided in the case, what are the two or three factors that Mistine should stress in its strategic planning as it looks to continue its growth and dominance in the Thai market? How can Mistine match its strengths with its market opportunities to create competitive advantage moving forward?

Furthermore, the “Smell like a Man, Man” slogan is in bold red capital letters at the end of the commercial which often a symbol of desire, passion, and lust. Although the Old Spice advertisement does not say so directly, the commercial assumes that the female audience’s boyfriends or husbands are not men unless they used Old Spice body wash as the Old Spice man stated, “But if he stopped using lady-scented body wash switched to Old Spice, he could smell like he’s me” (“The Man” 00:00:07 - 00:00:10). The use of text and slogan are ineffective because they fail to capture the attention of the targeted audience and have a potential to be sexist as well.

The market size we are dealing with is currently large, and only growing. According to J. Davis: “The elderly population is the fastest growing niche market in the world- and its only getting bigger! By year 2030, the US elderly population will have doubled, reaching in excess of 70 million!”

For baby boomer generation which is experiencing life changes brought by aging, they have shown increasing interests in cosmetics and toiletries, not only to enhance their appearance but also for other reasons. A simple example is that they use foundation with treatment ingredients to protect their skin against harmful UV rays, and to help a variety of skin problems.

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.

We aim to provide Australian and foreign consumers with the highest quality skincare on the market while promoting sustainable behavior and reducing our ecological footprint.

Skin treatment products are often sold next to the cosmetics, but in reality are not cosmetics themselves. Skin treatment products are created with the purpose to improve the natural condition of the skin rather than purely the aesthetic. Cleansers, astringents, toners, acne medications, sunscreen, and lotion all help the skin stay healthy and free from blemishes. In the past, it used to be that consumers

Statement: By based on research of Japanese market, P&G made clear targeting and positioning, and developed new products which fulfilled customers’ needs, built the effective distribution. As a result, P&G could establish differentiation advantages for the following. • Product: “Foaming massage cloth” , Elegant dispensing box “Foaming massage cloth” increase skin circulation through a massage while boosting skin clarity due to the microfibers’ ability to clean pores and trap dirt. • Price: Premium price • Place: Luxury and nice counter at department store • Promotion: Counseling by Beauty counselor, TV advertising, Beauty magazines

We have chosen to build our strategy upon a focused strategy, since it allows a much more narrow approach towards the market segment. In this case we have chosen focused differentiation.