restoration of the skin of the user. This is unlike the previous cosmetic that were not putting this point into consideration. Due to these needs the science of making these products has had to also change so that it can be able to meet these needs. However, making the cosmetics in one with the needs is one thing. But making sure that the customers understand what the cosmetics has gone through and why it is being sold is another thing (Dreno, Araviiskaia, Berardesca, Bieber, Hawk, Sanchez ‐ Viera, & Wolkenstein, 2014).. It is therefore usually upon the marketing agents of these products to make sure that they have use the right procedure and means to
explain to the users what has been used to make the products and how the products will be of importance to them as users. It is also important to note that not all users want cosmetics just to look good. There are those who are looking at the products for medicinal values. These are the ones who have skin that that need some curing and they have turned to cosmetics as a way of doing the same. On the other hand, there are those cosmetics that have purposely used the science of including medical value to the products. The challenge therefore is to the marketers to make sure that the users of the products understand the difference between the normal cosmetics and those that have the medicinal value. Hong, Sang-Jin , Lee, Mi-Jung and Jung, Kwon-Jae (2011), did a study on the effects that marketing strategy has on cosmetics and the purchase behavior of the customers. They therefore undertook a one year research in which they undertook to use two different marketing strategies on the customers that were interested in the usage of cosmetic. They decided to market the same brand of cosmetics but using different strategies. Within one year, the idea was to establish which among the two customers would purchase the product. After one year, it was established that the mode of marketing in a very big way affects the purchases behavior of the consumer. They concluded that a customer will only purchase that which they understand and they feel will meet their need. As a result, the marketing strategy that will be able to explain to the customers how the product will meet the need that they have and how it will be able to offer solution to the challenge that they may be facing is the one that most customers will settle for. They also understood that sometime the price of the product will be determined on how the marketer is able to convince the customer. For example, the strategy that was appealing to the customer in this case was the one that would explain the science that has been used to make the cosmetic and also how the cosmetic would be able to
solve the challenge that the customer was experiencing ( Hong, Lee, & Jung, 2011) . This meant that the customer had the knowledge of how the need they had would be met. The balance between the marketing and the science for cosmetics has also been explained by Tereza KlabíkováRábová (2018). In the article about the methods that are used in the marketing and advertisement of cosmetics to women, he states that human beings are emotional beings. As a result for a marketer to capture their attention, they must appeal to their emotions.
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- Fall '19
- Marketing, Rábová