To influence the customer, cosmetic companies use increasingly sophisticated tools. Everything is used: sounds, smells, lighting in the store and even the uniform of sales consultants. As a result, we spend money – a lot of money – on a bunch of unnecessary cosmetics, which then dusts for months on a shelf.
Happy Worthy Life collected 10 tricks by marketers, thanks to which we can easily part with our money.
Until recently, lighting in stores was just a necessity, but over time, marketers, especially in the beauty industry, have learned how to directly influence customer behavior with this simple tool.
- Most cosmetics stores have high-color transparent LED lamps that mimic natural light. Such lighting accurately reflects cosmetic shades, but most importantly, it flatters the buyer, showing him in the best light. A woman likes her reflection in the mirror, and she is happy to try cosmetics.
- For example, the German brand Gerry Weber increased its sales by 10%, just by changing the lighting in its stores.
Lipsticks and shines are placed at the entrance to the trading floor
Shelves with multi-colored lipsticks, like bait, lure people into the store, even if they did not plan to make a purchase at all. This can be compared with the effect that sweets produce on children.
Items sold in sets
You probably noticed that often cosmetics are sold in sets – sets of several products at a very reasonable price. For example, a palette of shadows comes complete with a pencil and ink. In fact, this is another tricky trick with which marketers influence people’s behavior.
- Chasing a low price, the buyer sends goods to the basket that he didn’t need at all, simply because he was told that it was profitable.
Probes and testers
Every year, cosmetics companies spend millions of dollars on probes and testers. This has its own explanation. A huge amount of information affects the decision to make a purchase: from the price of a product to a person’s personal preferences. And the probe is a great way to remove these obstacles and make the buyer make the final choice.
- By employing additional feelings – touch and smell, marketers make the connection of consumers with the product stronger. And people are more willing to make a purchase.
- When a person receives something for free, he feels obligated to do something good in return. For example, buy a product as a “thank you” for the opportunity to use a probe.
- We become that if a person tests the car, then the chance that he would later acquire the car increases by as much as 60%. The same rule applies in the beauty industry – with the only difference being that this percentage is much higher.
Celebrities in advertising
- Today, hardly anyone can surprise a celebrity in advertising. But this method still works. The thing is that we perceive celebrities as people close to us, so advertising with their participation affects us as advice from a good friend.
- It is proved that people most often recall products that have been approved by the stars.
- Buyers subconsciously associate themselves with the hero of advertising, sincerely believing that if they buy the product used by the star, they will be just as successful and beautiful.
- Engaging Nicole Kidman in a perfume ad, Chanel has increased sales by 30%.
Repetition of keywords on the packaging
This technique is used by literally everyone: from manufacturers of toothpaste to cosmetic companies. Hundreds of products compete for customer attention in the store, and brands have only a few seconds to interest them.
- The repetition of the main characteristics of the product on the packaging immediately makes it clear to the person what benefit he will receive from the purchase of the goods, and simplifies his choice.
- For example, on the packaging of L’Oréal Elseve shampoo, the word “color” is repeated as many as 4 times. For a person with thin hair, this is a real signal for action.
Use in advertising cities associated with luxury living
Cosmetic companies often use the names of fashionable capitals in advertising and even in brand names. This trick associates the product with luxury and gloss, positively affecting sales.
- The Maybelline New York brand was simply called Maybelline until the early 90’s. Only one detail in the name brought the brand among the market leaders.
- The British company SANTINI Cosmetic, which actively exploits the name of the French capital in advertising its perfumes, also uses this technique.
Packages of cheap products follow the design of expensive
You can often see how cheap cosmetics are placed in a package, the design of which largely repeats the appearance of the packaging of expensive products: the same shape, the same fonts and similar shades – they copy everything to the smallest detail. And it works.
- Buying a “luxury” product at an affordable price, consumers sincerely believe that they have received original quality and have joined the world of luxury.
The pleasant smell, as well as the right music, not only encourages people to buy more, but also makes them want to stay in the store longer.
- One study found that competent aromatherapy marketing increases sales by up to 80%. The thing is that smell is closely connected with those parts of the brain that are responsible for emotions and memory.
- Cosmetic brands often use fresh, pure scents or signature scents in their stores (often the perfumes the company sells). As a rule, it is always the same flavor. Thanks to this tricky move, consumers remember the store whenever they smell it, even in a different place.
- Fragrances also influence the perception of the brand by consumers. For example, luxury brands use in their boutiques the smell of incense and cardamom, which are associated with luxury. Thanks to this, the brand is gaining great importance in the eyes of consumers.
Have you ever bought something that you later regretted? If so, what was the remedy?
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