The cosmetics industry spends $15 to $16 billions a year in the United State and makes profits around $1 billion annually. The industry does $5 billions a year in department store sales (including fragrances). In 1990, the cosmetics and toiletories industry spent $486 millions in advertising. This is the seventh largest industry in spending money on advertising, which is higher than telephone services, airlines and beers industry.
One of the factors that affects women of buying cosmetics is advertisments. Marketing strategies concentrate on developing brand loyalty to products. This can be achieved by using attractive models and celebrity actresses. Also, the language used in cosmetics advertisements greatly influences the consumers' purchasing decision.
From left to right: 1)Elizabeth Hurley "Introducing Go Pout lipcolor"; 2)Cindy Crawford "Summer 2000 Bamboo Blast"; 3)Sarah Michelle Giller "Express Blush"
1)http://www.esteelauder.com 2)http://www.revlon.com 3)http://www.maybelline.com
In the writing "Teen Mags: How to Get a Guy, Drop 20 Pounds, and Lose Your Self-Esteem" written by Anastasia Higginbotham, she suggested, " Girls are encouraged to love their bodies, no matter what they look like, by magazines with fashion spreads featuring only stick-thin, flawless-faced white models in expensive outfits." Girls and women admire very much the magazines models. They want to look like those models. Magazines are trying to attract women customers to buy the products that are promoted in the magazines. One of the efficient ways is to use attractive models/actresses.
1999. "Teen Mags: How to Get a Guy, Drop 20 Pounds, and Lose
Your Self-Esteem." Women Images and Realities. California:
Nowadays, Internet is widely used by people all over the world. Customers are always updated by the information on new products on the Internet. Online shopping is very commom and popular to customers. Using Internet to sell their products is a very efficient marketing method. Customers can find information on the products easily, for example:-
Also, many colorful graphics are used on the web pages to attract buyers.
"The ads take a single bottle or tube and make it larger than life. They stop you with powerful grahics. (Myers, 1991)"
Darden, Donna K. & Worden Steve K., 1994. "Using Cosmetics: The social Construction of a Consumer Object." Sociological Spectrum. Washington DC:Taylor & Francis. 14:278.