hi everyone and i hope your week is off to a great start and if you celebrated it, had an amazing easter as well. i wanted to talk about how makeup is marketed in today’s post mostly to understand the background and how we really do spend our money. i plan on trying to do something like this from now on at least once a week and then a post or two of normal makeup-related post.
so marketing – the webster dictionary defines it as “the action or business of promoting and selling products or service, including market research and advertising.” i define is as the thing i went to college for and paid a lot of money for, but in the business world it means to make a maximum profit of a product through connection to the consumer. if you will – me selling tanning lotion isn’t proper marketing; i was born with a tan, so the likelihood of someone buying a tanning product from me is slim to none, however finding someone with paler skin, who’s tan looks natural and illuminating is proper marketing. it’s linking up to a demographic that has a certain desire that the product can help them attain.
this brings me to my next term: millennials – that age group that everyone likes to blame the problems of the world on, like the generations before them tried to do to them as well. the definition of a millennial is anyone born between 1980 and 2000, give or take 3 or 4 years on both sides depending on where you read it, the current age group is between 25 and 30 and i’m right at 25. when it comes to the beauty world millennials are shaking up the beauty sector game be it for better or for worse. in terms of better we’re holding brands responsible for the image they portray – for showing diversity and having an ethical backing of their business. in ways for worse, in my opinion, it’s become gaudier. in a personal preference, the drag queen look isn’t for me, gorgeous on actual drag queens, but not on others who think this is the proper way to do makeup.
anywho, the important thing brands are realizing about marketing to millennials is the fact that we grew up in an era when funds were tight growing up and we realize the value of our dollar and where we spend it. a hard sell isn’t always going to work and trustworthiness is something brands have to work on. we’re also part of the sharing culture – maybe a little too much – but this is something that works for brands; the more we share our favorite products to others that have our aesthetic that’s more marketing without the brand needing to do much on their end. print ads aren’t nearly as important as an amazing instagram, facebook or twitter hd picture uploads and won’t get nearly as much viewing power either, unless you try to giveaway a pepsi at the wrong time.
so if not print ads where do we find out about the brand? one, from the brand themselves, two and three are influencers (god i hate that term) and a makeup news outlet on social media (i.e. trendmood). this is current modern marketing, in addition to some of the old ways as well. we’re also seeing fewer celebrities and more “influencers” (i.e. people will a high social media following) in ads, especially the current go to brands in some sort. the list: cover girl, maybelline, l’oréal, benefit cosmetics, and tarte cosmetics. with millions of instagram and twitter followers, and hundreds of thousands of youtube subscribers their reach is something that brands don’t mind paying for.
how do millennials fall into this? we make up 13 billion worth of beauty brand revenue in a given year that’s how. this generation is a lot vainer than previous ones in some relations; we want to have the best this and that and that want also pertains to our beauty brands as well. don’t want to put things in your lips to make them bigger, brands have come out with lip plumper gels \\although can we take a minute to talk about how growing up i was teased for my plump lips and now people are doing major work to get them! oh, the irony\\, you want more definition in your face – everyone and their mother has a contour kit now. the brands are now listening to consumers more than ever, and as a business sector that has remained fairly unscathed by the recession it seems like it was a good business plan.
what is so special about millennials to brands? besides the money we spend on the brands, or the ethical standards we hold them to, there are two more way we help the beauty world – e-commerce and small business. before to compete with the likes of l’oréal or clinique you’d have to work years if not decades to get some real standing ground, now thanks to e-commerce smaller businesses like makeup geek, violet voss, dose of colors, colourpop, morphe, melt cosmetics, and juiva’s place cosmetics just to name a few are gathering their own consumer base and making a name for themselves in the beauty world without needing millions in startup, and millions in standard marketing. our generation has helped smaller business avoid the brick and mortar necessities and help build e-commerce into the multi-billion dollar industry it is today. \\that being sad – sorry everyone, but the likelihood of brick and mortar ever being what it was back in the day is low, no president or law can really stop it\\.
lastly, there’s mass merchandisers – sephora, ulta, nordstrom, dillard’s, kohl’s etc. while jcpenny and macy’s have basically failed to keep their mass merchandise stores alive, these companies, especially sephora and ulta, are keeping their businesses profitable. the brands you can get at either sephora or ulta are limitless, sephora being on the more high-end side and ulta being more of the price range for everyone. these two companies have not only help keep a lot of beauty brands profitable, but have established others as well: katvond, bite beauty, hourglass cosmetics, lorac los angeles cosmetics, tarte cosmetics, smashbox cosmetics, nars cosmetics, make up for ever cosmetics, all of these and so much more. these two companies saw an opportunity and once again managed to become two of the top beauty commerce companies even in the harshest of economic times.
in all, marketing, especially market research is a booming industry, if you find this type of information interesting and enjoy learning about demographics and such i highly suggest getting a marketing job or marketing degree. the need for it now in the business world is at such a high you can really establish a career in a field that’s continuously growing. per usual i hope you all enjoyed this post or at least the pictures! thanks for reading and good days (or nights) to you all!