Marketing Make Up
There are several marketing approaches that can be used to launch a new product in the market. However, there are also some advantages and disadvantages which can be incurred while putting a definite advertising strategy into action.
One type of marketing is called the USP or the Unique Selling Proposition. This aims to present the uniqueness of the product which other commodities do not have. The main advantage of such process can be attributed by setting apart the make up brand’s features and effects to one’s visual appeal. An additional or breakthrough substance can be realized for marketing attraction. However, the main disadvantage is that the product’s effect can vary from person to person. It is possible that there will be a group of consumers who will not be able to acquire the brand’s promise and may end up tarnishing the credibility of the brand.
Another type of advertising technique is called Comparative Advertising. The process involves the acquisition of another brand name with the same product line up and comparing its quality and features side by side with the brand being advertised. This can be a very good approach in catching the attention of the consumers since the ready made features of the products can be observed in a form of testing. However, there can also be issues wherein consumers may realize that if they are getting the same characteristics of the product, then most likely brand will not be a factor but consequently the market price.
Fear appeal is commonly used in relaying the consequential pattern of events if no reliable product is available. Because of such effect, the consumers will be forced to purchase a marketed item because of their anxiety experiences as pictured in the advertisement.
The major attribute here is to arouse the consciousness of the viewers to change their attitude in buying and divert their attention to the brand being advertised (Associated Content, 2007). On the negative aspect, the advertiser will not have any clue whether the consumers will alternatively change their buying habits in favor of the brand. Since different perception and individual opinions will be involved, it can be very difficult to identify whether the people who will see the advertisement will get the intended message.
Using a celebrity endorsement can also be one of the most effective ways to advertise a make up brand. Apparently, celebrities can easily attract buyers because of their reputation status in the entertainment industry. The more popular the actress is, the higher the probability that the masses will believe her position in using the make up brand. One grave consequence of this however can be on the part of investment cost. Since these individuals will require an enormous talent fee, a huge decision making process should be implemented by the advertiser.
A slice of life ad is a technique in which situations with problems are presented to be solved using the product. Usually, these ads are too dramatic that audiences will be able to impart and relate their personal experiences (Answers, 2007). This can help the brand name to completely interact on the personal feelings of the consumers. One possible negative effect can be realized due to the limitation of the scope. Of course, not all people will be able to consider the situations presented in the advertisement to be factually true.
The form of advertising in the essence of sex appeal is also used for many cosmetic and personal care brands. Since the make up industry primarily targets the female populace, different strategies of projecting the highest levels of sex appeal are instrumented. One good approach is to present and ad which focuses on the physical characteristic of the model. This will become the standard of the viewing consumers which will help in making them buy the item. However, giving them (consumers) the idea of involving sex appeal considerations can easily lure them to purchase other product lines which may use more appealing models.
Lastly, the humor approach in advertising can be used. In some cases, humorous advertising can make it very light for the viewers to accept the main advantages of using the product being advertised. However, it can also project a certain form of apathy since the advertisers or the brand itself may project non-professionalism which may affect their credibility.
References
Answers Corporation. 2007. Slice of Life. Answers.com. Retrieved November 26, 2007 from http://www.answers.com/topic/slice-of-life-advertisement?cat=biz-fin.
Associated Content. 2007. Fear Appeal Messages and their Effectiveness in Advertising-Severin and Tankard. Retrieved November 26, 2007 from http://www.associatedcontent.com/article/27813/fear_appeal_messages_and_their
