Selling makeup involves more than trying to convince a woman that a product will make her look younger, attractive or better. According to Nina Munk in an article posted in “Fortune,” selling makeup can be difficult because it is a product that individuals do not really need. Therefore, to sell cosmetics, you have to persuade the consumer to spend money on unessential items.
Instead of targeting a large audience with a particular type of makeup, target a niche customer. Munk explains in her article that a popular cosmetics company owns dozens of different brand, with each brand targeting a different demographic, such as older women, young adults, teens, budget-conscious consumers, trendsetters and eco-friendly consumers. This technique contributed to the success of the parent cosmetic company. Even if you just sell one type or brand of makeup, targeting a specific customer with appropriate advertisements can prove more fruitful than appealing to masses.
Use advertisements to show the benefit of purchasing a combination of makeup products instead of a single item. For example, if you create an ad for eye shadow, you can show the other products used to create the model’s look so a customer is more likely to purchase the eye shadow along with the eyeliner, mascara and even eye makeup remover. Another example of link selling is creating an advertisement for lipstick with an explanation at the bottom of the ad that the model paired the lipstick with lip liner to prevent feathering.
Sell an aspiration, escapism, in makeup advertisement. According to marketing professional Helen Oakley, the most popular types of aspirations that makeup companies use in advertisements include social appeal, sex appeal and feminine appeal. Use the power of imagery to communicate that a makeup product will help produce the pleasure or perfection the consumer seeks.
Use of Keywords
Words in advertisements can have as much power as the images themselves. When creating a makeup advertisement, use words or phrases that will cause a consumer to favor a product. Such words can include “new,” “hot,” “long lasting,” “flirty,” “even,” “better,” “glides,” “hydrating” and “wears for hours.” These keywords describe features or benefits of makeup that consumers seek, which may not be apparent with just a picture of a model
About the Author
Flora Richards-Gustafson has been writing professionally since 2003. She creates copy for websites, marketing materials and printed publications. Richards-Gustafson specializes in SEO and writing about small-business strategies, health and beauty, interior design, emergency preparedness and education. Richards-Gustafson received a Bachelor of Arts from George Fox University in 2003 and was recognized by Cambridge's "Who's Who" in 2009 as a leading woman entrepreneur.
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The Techniques of Advertising Essay
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The Techniques of Advertising
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