...Cosmetic War: The Influence of Cosmetic Advertising in our Society Advertising has become a massive part of our social environment, and can be seen at large throughout any industrialized society. Nowadays it is virtually impossible to avoid ads while carrying on with your daily life. Our daily dosage comes from television, radio, magazines, newspapers, billboards, and most recently, social media, among others. The average person is exposed to as many as 5,000 advertisements a day, and nearly 10,000,000 in their lifetime (Gustafson). With that said, advertising’s impact in society is so prevalent that if advertisers do not take caution, it can also become easily detrimental. Cosmetic advertising can be held accountable for feeding especially women with unrealistic results and false standards of beauty. The problems with cosmetic advertising and the effect it has mainly on, but not limited to, women are innumerable. Considering the fact that “cosmetics are a major expenditure for many women, with the cosmetics industry grossing around 7 billion dollars a year,” cosmetic advertising is a practice that should be approached with caution, as it affects so many women daily (Thompson). The most simplistic and widely targeted critique of cosmetic advertising comes from the excessive use of photo manipulation in ads, including Photoshop and the use of filters. These tools create unrealistic images of the benefits the product can actually offer, causing women to become more dissatisfied...
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...different in cosmetics advertising between Thailand and the United Kingdom? All businesses have to do the advertising promoted their brand and products. Many companies have their own marketing department, whereas some use outsource marketing service for create the advertising. This method helps the company to reduce the cost (Johnson, 1997). The marketing technical of each company use the different strategy that the most appropriate for the company. Hence, each company has their own vehicle to do the advertising strategy. In terms of the cosmetic industry, the companies use the advertisements in different ways. The companies are choosing the marketing strategy suitable for the product and customer. The advertising is the main strategy to competition with the competitors in the same type of product. Comparing the two countries, Thailand and the United Kingdom are totally different culture, vision and attitudes of customer, trends and people appearance (Sheth, Mittal, Newman, 1999). Therefore, the companies have to create the different advertising for response customer satisfactions in each country even the company use a vast of budget. However, it is valuable for the huge feedback of the customer and sales are increase. This essay will discuss the different cosmetics advertising between two countries, Thailand and the United Kingdom have difference factors for create the advertising to launch into these two countries. Currently, there are many of advertising categories...
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...their cosmetics shopping behavior? Answer: The behavior that the cosmetic consumers display in searching, purchasing, using, evaluating and disposing a product that they expect will satisfy their needs is very important to create a market. It mainly focuses on how individuals make decisions to spend their time, money and effort on that cosmetic. That includes what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, how often they use it, how they evaluate it after the purchase and the impact of such evaluations on future purchases, and how they dispose it. 1. Cultural Factors: Culture has a profound influence on all aspects of human behavior. Culture is a pervasive influence which underlies all facets of social behavior and interaction. It is embodied in the objects used in everyday life and in modes of communication in society. Different cultures react differently to a new product, as the meanings, values, ideas and beliefs of a social group are articulated through various cultural artifacts. One’s own personal culture guides the selection of cosmetics. The language and the symbols used on the package influences the selection of cosmetics and the ritual which we perform has an effect on the use of cosmetics too. While selecting cosmetics, culture influences their selection. For example, complexion of Asians is darker than Europeans and as a result most of the people here try to find the whitening elements in the cosmetics. On...
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...GLOBAL ANALYSIS- AVON MGT 795: Section G11 Professor: Patrick Saparito Jennifer Callaghan J.R. Longino Rasa Navickaite Meghan Quinn Lia Torre Table of Contents EXECUTIVE SUMMARY/ABSTRACT 4 OVERVIEW 5 History and Background 5 Mission Statement 5 Social/Corporate Responsibility 6 BUSINESS ANALYSIS 8 Core Competencies 8 Management Structure 9 Current Objectives 9 Current Short Term Objectives 9 Current Long Term Objectives 10 Current Strategy 10 Advertising and Representative Value Proposition (“RVP”) 10 Product Line Simplification(PLS) 10 Strategic Sourcing Initiative 10 Enterprise Resource Planning System 11 Zero-Overhead-Growth 11 Restructuring Initiatives 11 SWOT Analysis 13 Strengths 13 Weaknesses 15 Opportunities 17 Threats 22 FINANCIAL INFORMATION 23 SUMMARY OF RECOMMENDATIONS 25 Technology and Social Media 25 Focusing on International Growth- the BRIC Countries 27 Brazil 28 Recommendations for Brazil 33 Russia 34 Recommandations for Russia 40 India 41 Recommendations for India 46 China 47 Recommendations for China 53 Conclusion ………….…………………………………………………………………………………….54 REFERENCES 55 AVON- A GLOBAL COMPANY FOR WOMEN EXECUTIVE SUMMARY/ABSTRACT Avon is a powerhouse in the beauty industry with over $10 Billion...
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...MARKETING ASSIGNMENT REPORT WRITING ON LUSH COSMETICS EXECUTIVE SUMMARY: This report is on LUSH cosmetics – a sustainable brand in cosmetic industry. This report will describe about marketing history, company ethics and current market position of LUSH. This report also deals how LUSH is making their products with sustainability and what marketing strategy they are following. We will discuss about marketing mix of LUSH, How they are doing ethical business and their position in competitive market. We will also do SWOT analysis and LUSH position mapping with other brands. This report also concentrates how LUSH can improve its marketing strategy. Keywords: Organic, Cosmetic, Sustainability, Product Portfolio, Marketing mix, Customer, Social Media, Competitive. TABLE OF CONTENTS 1. INTRODUCTION: ..…………………………………………………………………………...5 1.1 MARKETING BACKGROUND OF LUSH: ………………………………………………...6 1.2 COMPANY PROFILE: ……………………………………….……………………………...7 2 LUSH AND SUSTAINABILITY:……………………….……………………………………8 2.1 LUSH AND GREEN SUPPLY CHAIN: ……………………………………………………8 2.2 LUSH AND SOCIAL INFLUENCE: ……………………………………………………….9 3 LUSH PRODUCT ANALYSIS: ……………………………………………………………..10 3.1 LUSH PRODUCTS: ……………………………………………………………………….10 3.2 PRODUCT PORTFOLIO: ………………………………………………………………….11 3.3 LUSH SERVICES: ……………………………………………………………………….…11 3.4 LUSH AND THEIR SUPPLIER: ………………………………………………………..…11 3.5 LUSH AND THEIR CUSTOMERS: …………………………………………….…………12 4 MARKETING STRATEGY OF LUSH: …………………………………………………...
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...INTRODUCTION The global cosmetic industry has been captivated by India in a fascinating manner the worlds second most populous country has seen an enormous growth of the cosmetics industry. India's retail beauty and cosmetics industry, currently estimated at $950 million, is likely to almost treble to $2.68 billion by 2020. The industry has been growing at an annual rate of almost 15-20 per cent in the coming years, which is twice as fast as that of the United States or Europe. The Indian cosmetic industry has witnessed robust growth in the past decade and has been ranked 5th largest in Asia. The Associated Chambers of Commerce and Industry of India has published a survey which stated that 65% of the teenagers claimed that their expenditure on branded cosmetics had increased 75% in the past 10 years. Unlike the western countries, where 55 plus age category is the target group, in India the target range is from 30 plus age group. Major driving factors for this industry have been the improved purchasing power and rising fashion consciousness among the population. Increased levels of brand advertising have also captured the imagination and awareness of the people. The cosmetic market caters to all sections of the masses, offering products ranging from a mere Rs. 100 to about Rs. 50000. The higher-end market range is considered to be within Rs. 1500 to Rs. 15000, while the middle market consumes products that are priced below Rs. 1500. The increased brand awareness has also aided...
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...Vietnam, built to develop and exploit the market for male cosmetics. This is a unique product line serving male clients. With the company’s experience, Beauté Parfaite is high quality product line, in accordance with Vietnam’s consumer style. The product includes body lotion, facial cleanser, perfume and wax. With an average price level, Beauté Parfaite aims at customers who are students. Some features of the product: - Form: The product is designed with two main colors: blue and white, in order to make a strong impression to the customer on the first sight. - Location: The showroom of Beauté Parfaite is located at Chua Boc Street because it is near many universities and the central of Hanoi. - We commit to use 100% natural resources and no chemicals in manufacturing. - The product is suitable for much type of skin. - Our high-qualified staff can give reasonable advice to customers. - We also have program that is to collect cans for recycling. 2. Market analysis 2.1. Cosmetics industry environment in Vietnam The cosmetics market for men in Vietnam has recorded good growth in current value terms in 2012, as the usage and penetration of such products has increased. The Vietnamese people are exposed to international beauty trends through media and travelling, which has increased their knowledge on the use of cosmetics and towards the end of the review period. New launches illustrate the efforts of the cosmetics manufacturers to diversify their product ranges. Firstly,...
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...bandages for wound care. * As the company grew larger, it started to manufacture baby care, first-aid and hospital supplies, and became the leading manufacturer of the said products. * In 1959, the firm entered in the pharmaceutical industry. * J&J sold its product in over 150 countries and had worldwide sales of $9.75 billion in 1989. * The company’s major product lines are Consumer Products, Pharmaceuticals and Medical Devices and Diagnostics. * Johnson and Johnson is an established company in the Philippines and around the world. Trusted by families in the country, it is known for catering products for babies since 1956. * Most Filipino teens use Johnson’s Baby powder as a skin freshener and as a refill to cosmetic compacts which deviate from the product’s original purpose. * Young female adults put baby powder in a handkerchief or tissue, put the package in their purse, and applies the powder in their face outside home. Inspired by this insight, the marketing team came up with the idea to make compact face powder which is basically Johnson’s Baby Powder with several variations to cater this unique need. * The product aims to target urban teens and young female adults between ages 16-25 from AB and C household economic category. * 20.3 % of the Philippine’s population consists of people ages 15-24 which is a huge...
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... New trends in consumer behaviour and brand personality have gained increased global attention, particularly in cosmetic products. This report will critically analyse the rapidly growing beauty and cosmetics market in China through the consumer behaviour concepts of consumer materialism and brand personality. Both of these aspects will be examined in relation to the similarities and differences present within the Australian and Chinese context. By exploring these two essential concepts of consumer behaviour, the report will highlight China’s growing interests and demands for imported skincare and beauty products, as well as a potential marketing opportunity for Australian cosmetic companies such as Aēsop. Background With an estimated worth of $19.49 billion, the cosmetic market is one of the largest industries stimulating the Chinese economy today (Datamonitor, 2013). A substantial growth of 18.7% in 2012 and a forecasted growth of 48.7% by 2017 (Euromonitor, 2013), has enabled the nation to become Australia’s largest trading partner including other Australian exports. Due to its dominant presence in the world economy, the general level of per capita income has increased progressively with minor improvements in chronic income inequalities between rural and urban populations in China. With higher disposable incomes and the endless choices in distinct cosmetics, many individuals are now seeking high-value skin regimes and specialty products. This process has allowed for the...
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...A. EXECUTIVE SUMMARY Aim : To study the growth of cosmetics industry in India. Women cosmetics market growth on a period of time along with a strong increase in male cosmetics market. Cosmetic brands promotions and advertisements in attracting customers. Consumer behavior in accordance with the utility drawn from the usage. Medicinal & Herbal/Ayurvedic Cosmetics market & Fake cosmetic industry in India. Methodology : A sample survey conducted on UG and PG students regarding their cosmetic usage and benefits they are drawing from them along with a small research on cosmetic stores in different areas to know about the use of cosmetics by the local households also. Survey was conducted by personal interview and using questionnaire also. Findings : The survey portrays the utility of cosmetics usage by students which is varying according to the age groups where as the research on stores at different places reflected different results. From the study it is found that with the growth of women cosmetic market, Men’s grooming product market is also growing rapidly. Consumers are more concerned about herbal and natural cosmetics. With the rise in fake cosmetics market, a lot of people face trouble in recognizing the real products and end up buying fraud ones. Since the consumer buying behavior is the important factor to forecast the sales of any product in a particular area.So company should keep close eye on the market situation. yet, customer were price sensitive, but the changing...
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...Entry Plan into International Market Revlon’s Entry into Sweden Chari M. Calhoun Dr. James J. Ruether International Marketing June 13, 2015 Introduction: Company history In 1932, Charles and Joseph Reveson along with a chemist named Charles Lachman, founded Revlon (Revlon 2014). The company began by making a single product which was a unique type of nail enamel. Revlon is now an international corporation with a multi-million dollar net income. Cosmetics, hair care, skin care fragrances, deodorant/anti-perspirant, and other beauty care products are Revlon’s key products. Its products are sold in approximately 150 countries and six continents (Revlon 2014). The company operates in North America, Asia Pacific, Europe, Middle East and Africa (AMEA), and Latin America. It is headquarted in New York City, New York and employed approximately 6,900 people as of December 31, 2013 (Revlon,Inc. 2014). Market penetration strategies, developing new products, utilizing market development strategies, building its strong brands, expansion by introducing new consumer preferred products, and existing franchise extensions, are all part of the alternative corporate growth strategies used by Revlon. These strategies are the key element of the organization’s success. Sweden is a country in which Revlon could capitalize from strategically entering into the market and continuing its present consistent growth. Company profile and analysis The current president and chief executive officer...
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...customers really need because this is the most important key to success. Oriflame offers natural cosmetic products which helps them to build the main core competence of the company. 2. Price Why is Price so important? Price is the only element of mix that generates turnover and profits and this is the first choice criteria for consumers (especially in times of economic crisis). The price allows consumers to compare and make decisions, it directly influences demand (price elasticity) and gives an indication of the product’s positioning and quality. Other influences which affect consumer demand is psychological price -> fix your price according to two points: the pricing floor (too cheap) and the pricing ceiling (too expensive). We can say that Oriflame keeping its prices between this two levels. This fact is an advantage for them because people can afford the products and choose them instead of more expensive brands, considering that in cosmetics industry are a lot of competitors. 3. Place The positioning of a product or a brand, it’s making the great choice to put forward the product, to show the best aspects of it regarding competitors. The offer must be attractive and different to the consumer spirit. When a brand is less similar than another, the consumer will more remember of it. Oriflame’s products are not so different from Avon’s products or from another cosmetics company. The only aspect that make them special is providing of natural products. A...
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...INTRODUCTION Shiseido Company is the leading cosmetics company in Japan and the four-largest in the world. in more than 60 countries abroad, Shiseido (pronounced ‘she-say-doe’) offers a variety of make-up, skin care, hair care, body care, sun care and fragrance products. In Japan and selected foreign countries, the company markets additional products, including toiletries, health and beauty foodstuff, pharmaceuticals and fine chemicals. In addition to the flagship Shiseido brand, the company markets products under a number of other brands including Aqua Label, Benefique, d’ici la, Elixir Superieur, Integrate, Maquillage, Tsubaki and Uno. Shiseido has built a network of some 25,000 franchised cosmetics retail outlets in Japan, both stand-alone and within department stores and supermarket; additional retails outlets are located overseas, particularly in China. Going beyond company controlled outlets, Shiseido products are distributed through approximately 83,000 stores in Japan and about 39,000 overseas. The company also runs various salons, upscale boutiques and restaurants. Of Shiseido’s sales, about 79 percent come from its cosmetics division, about 9 percent from its toiletries division, which comprises soaps, hair-care products, mass market cosmetics, and fine toiletries and the remaining 11 percent from catch all others division which includes beauty salon products, health and beauty foods, pharmaceuticals, fashion goods and fine chemicals. In global, Shiseido now derives...
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...Case Study: Chinese Herbal Medicine Cosmetics brand, Herborist Topic A International Marketing Strategies of Herborist Abstract This paper attempts to investigate the internationalization process of a Chinese domestic cosmetics brand, Herborist by making a comparison of marketing strategies applied for different countries as a case study. In addition, by gaining understanding on the development of a local brand and analyzing the issues, which block the way for business expansion, suggestions are made for the exploration of future potential market. This case study is mainly based on quantitative research, which was carried out in the form of a questionnaire conducted by 100 local and Malaysian Chinese. Besides from that, secondary data are taken from Internet and based on literatures published in English and Mandarin. The crucial steps for a domestics brand to enter the international arena is by utilizing different or undifferentiated strategy, reinforcing the innovation of Chinese oriental essence and also enhancement on brand awareness. Keywords- Oriental, Domestic cosmetics, International marketing strategy, Market entry, Brand story, France, International business, Marketing Channels 1. Introduction In recent years, it is obviously seen that there is a thriving and robust tendency in Chinese cosmetics market, which is one of the fastest growing industries in China. Chinese cosmetics industry is prospering with each...
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...and answer ALL the THREE questions below: * A popular brand of cosmetic product * An international car brand * A popular branded clothing line 1. Base on the product of your choice, discuss and describe the following: * Market segmentation * Target market * Product positioning . 2. For your selected product, identify and discuss a complete picture of the benefits consumer seeks based on different market segments in any TWO countries and experiences in the terms of the total product concept. Your discussion may also include the following: * Price * Quality of product * Promotion * Place * Packaging * Delivery and warranty services 3. Discuss the factors that influencing buyer behavior towards the product that chosen. Please provide one internal and one external factor. Introduction This paperwork would like to describe about market segmentation, targeting and positioning of the product that chosen. Also need to determine a complete picture of the benefits consumer seeks based on different market segments in different countries and experiences in the terms of the total product concept. I’ve chosen MAC cosmetic product to analyze the factors that contain and how does the brand recognize, describe and discuss with the major behavioral concepts that lie at the foundation of consumer behavior. M·A·C Cosmetics, Makeup Artist Cosmetics, was founded in Toronto, Ontario, Canada by Frank Toskan and Frank Angelo...
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