Marketing Beauty Products in the Viral Marketing Era

December 28, 2009 · Filed Under Beauty 

The acquaintance with the formulas 4Ps and AIDA is necessary when you are marketing beauty products, although the formulas practical meaning may slightly differ from their theoretical, conceptual form. In economics, when we are talking about the 4Ps formula, we are actually referring to the basic principles of the economic business strategy and plan operation, which include the product, the price, the place and the promotion of the certain product or/and service. Marketing beauty products is certainly no exception of the aforementioned rule, so before you start with the usage of a promotional tactics and methods of a varying spectrum, you should ask yourselves a couple of crucial questions for you and your business:



  • “What specifically is my product?

  • “What is my target group?”

  • “What means of distribution are most adequate for me?”

  • “How can I promote myself?”;

Attention, interest, desire and action, or just AIDA, is an economic formula that refers on the firms need to efficiently spread the idea of its products. Whatever those actions may be in particular,  buying the certain product, creating a self-driving, social-marketing chain etc.


In practice, the first thing you should do is to completely scan the market, to segment it in varying target groups. You should also do this to choose the one that you think is the most suitable for your own product. Afterward, learn everything about your product and its individual characteristics and try do diversify it from the competitors one; embrace the competitive spirit and learn about the advantages and the weaknesses of your competition. Finally, project the price for your product that is the most acceptable according to your financial analyses and expectations.


As simple as it sounds, it is actually a very difficult question. Its basis is in a direct correlation with multiple factors that will be influencing the work of your firm in this way or the other. The best answer to those, latent problems (and there will be a bunch of them) is in the corporate politics of pushing the climate of creative dynamics. In other words, you have to be able to think fast, to take risks, to adapt well, and to finally give the artist in you a long waited spin or three. In the digital, well-connected era that we’re living in, you have to be creative when you’re marketing beauty products, and, beside the well-known methods of marketing propaganda, you have to involve the new, promotional means, such as viral marketing.


Viral marketing is trying to increase the sells and the number of customers of the concrete firm by exploiting the potential of the social networks and using them as carriers of its basic marketing idea, through numerous of momentums, such as videos, texts, advergames, images, etc. It is an efficient way of marketing beauty products, equally tempting, as much as for the low marketing budget firms, also for the richer, more suited companies on the market. Its the simple solution to the marketing cost problem and an effective one for any new “marketing beauty products” campaign. But, as with any double-headed sword, there is a certain catch when you’re marketing beauty products using viral means, as well you will either do it right and gain more customers and profit, or you will just irritate them big time and they will treat the firm as mere spam and nothing more, you’ll either promote yourself well, or you will harm the product and the firm even more! Everything left for you to do is to try and make that sweet lemonade without smashing the lemon with your own hands, and if this marketing ways actually work for you – we’ll give a toast to it.


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