Everything is bought and sold. It's not news for a long time. But the speed and agility with which it is done in the vanilla pink world of perfumes, creams and lipsticks puzzles even tough men in the respectable banking sector. Still would! No other industry has even come close to beauty-pro in the skill of enchanting the broad masses - a fact.
The struggle for girls' hearts began a long time ago - in an era when, frankly, there was no scent of glossy advertising brochures, and people did not act head-on, preferring to manipulate subtly, beautifully and surreptitiously.
So, the readiness of a beauty-addicted girl to sweep away half of the counter for just one disconnected free jar, no matter what the legendary American Este Lauder was the first to calculate. To lure customers to the store, she sent out personal letters about what bonuses you can get if you buy a particular product. This is how the most pop of the existing campaign appeared - “a gift for a purchase”.
Another weakness of the female audience - the desire to be in trend - was played by the Revlon brand, which came up with multi-colored nail polishes. In 1932, the founder of the company, Charles Revson, with an eye on the season and fashion trends, volunteered to dictate the notorious "colors of the season". What can I say, the nails, painted without fail in the current shades, helped hundreds of American it-girls to recover from the Great Depression.
The dad of the cosmetic giant L'Oreal, Eugene Schuler, turned out to be no less inventive: he decided to push his hair dye through intermediaries - salon masters. Well, so that these guys were aware of who is in charge of the market here, he founded the Parisian Hairdresser newspaper, which at first was read only by European hair pros, and then their pretty, creditworthy clients also pulled themselves up.
The Clinique team turned out to be extremely resourceful, bombing the conservative beauty world with the motto: "Cosmetics should not hide skin imperfections - it should heal them." To mimic a medical brand, the brand entered the role in full: dressed up consultants in white coats, packaged cosmetics in pharmacy-looking green cans, and with the help of advertising campaigns broadcast about the importance of hypoallergenic formulations. The calculation is brilliant: doctors always believe a little more than others.
The following ingenious strategy is also driven by the power of persuasion: leaving two, three or more products. The entertainers who invented it were found in the state of the American company Pond's, which initially traded in drugs for sore throats, burns and lameness. Having healed the public of these prosaic and not at all beauty ailments, resourceful entrepreneurs wanted people to continue to come to famous addresses - but this time for facial care. Separately, few people liked Pond's unsightly products. But under the myth that two (and only two!) Creams must be used for a blooming look, they scattered with a bang. That's how we live. Instead of "one for everything about everything" - now day, night, for the eyes, neck and this one, please, for the nasolabial folds.
Say, a miser pays twice? But the smart brands that have appeared in the movies are spent only once. So, ingenious examples of product placement (a trump trick, when clothes, products, equipment and, of course, cosmetics of the "correct" brand accidentally shine in the frame) are also NARS funds in the TV series "Sex and the City" (by the way, did you know, where did the strange brand name come from?), presented by the scriptwriters as Carrie Bradshaw's favorite cosmetics, this is Chanel, over which Blair Waldorf was languishing in Gossip Girl. Add to that Estee Lauder lipstick, which Audrey Hepburn used to paint her lips in Breakfast at Tiffany's, the Clinique Happy perfume, which Reese Witherspoon generously doused on the set of Legally Blonde, and once again make sure that the set is the perfect platform for marketing shenanigans. …
By the way, some brands do not disdain Russian serials either. So, Avon has been diligently promoted for ten months by a labor emigrant Vika from Biryulyovo (“My Fair Nanny”) - according to the script, the Ukrainian once worked as a distributor of these democratic shadows and lipsticks. For the energetic mention of his name through the mouth of Mrs. Zavorotnyuk, Avon paid no less than $ 500,000.
Of course, show business stars often help beauty marketing luminaries. The most dashing topic is the story of a celestial dweller about his "favorite" means in his Instagram account: when for a feeble fee, and when - which does not happen - and out of the kindness of his soul. Ksenia Sobchak does not forget to teach the life of subscribers in the #beauticianSobchak heading, Kristina Asmus and Victoria Lopyreva, at the numerous requests of workers, post selfies from beauty salons (although we know who actually worked on Lopyreva's appearance), into which they seemed to inadvertently descend with independent inspection, and Hollywood divas like Jessica Alba are photographed in patches, not forgetting to screw amazing, fantastic and fabulous into the descriptions of the pictures. It’s a no-brainer: with a competent approach, such “advertising without advertising” will make the name and demand even for the hairdresser's “At Sveta's” around the corner, even for cream with a badag from corns. Thanks to the smart guys who came up with buzz marketing (English to buzz - "to buzz") - as they call the analogue of our word of mouth. The main thing is to spread the rumor, and the rumor will do its job.
It happens that especially active idols of millions are closed up by professional bloggers - this is how it is more convenient to command the minds of beauty fanatics. Here is the singer Glucose, she is the secular enchantress Natalya Chistyakova-Ionova: she has retrained and does not regret it. After all, now every user can watch her master class on drawing an "inverted eye" on Inglot cosmetics, see firsthand how the newly-made make-up guru fixes his eyebrows with hairspray and applies the tone with a "soft pleasant testicle" - for those who did not understand - beauty -blender. By the way, sales of this egg-shaped applicator for applying tonal agents skyrocketed precisely after the multiple mentions of the gadget on the YouTube channel of blogger Elena Krygina. The same story happened with the red lipstick Nouba, which the loyal fans of the makeup artist call Kryginskaya.
Beauty brand bloggers are treated with reverence, not to say with reverence: they include them in the lists of top events, take them to production, congratulate them on the holidays, present launches before mere mortals can touch the beauty. Amazing? Not at all. As a rule, with unashamed statistics of views and a decent number of followers, they do not demand a penny for the support of cosmetics - well, they dare to ask for jars at the most, or they eat the PR man's brain during a two-hour enthusiastic conversation about "new limits".
But all variations on the theme of "beautiful" marketing pale before the main colossus of the industry, whose name is anti-aging.
For eternal youth, the girls are ready, well, if not for everything, then almost. Parting with cash is the minimum! It's just that earlier conversations about anti-aging cosmetics were addressed to ladies of the "vintage" age, and now not having an anti-aging cream at twenty-five is equated with mauvais ton. Cause? Guess three times. Bingo! The anti-age label is perhaps the most beautiful and plausible ploy to take money from an impressionable female population. The opinion that only “those who are in favor” need to rejuvenate is morally outdated. Now we are reminded every day that we are living in a terrible era of "premature aging", and therefore a cream for wrinkles (not from existing ones, but from those that are about to appear) should be in everyone.
Result: on the shelf of the average lady there is always an antidote for old age - and more than one. Moreover, it is not a fact that for the face: today the cherished mark can be seen on packages of shampoo, body oil, nail polish and even toothpaste. What did you think teeth don't age? Not otherwise, something in this spirit, the producers would have objected to all those who disagree with the policy of total rejuvenation.
Be that as it may, it is better to be beautiful and rich than scary and, like a fool, without a sane face cream. And let the number of zeros on the price tag is dictated not so much by his superpowers and particles of gold-diamonds in the composition, but by the salaries of marketers and an expensive advertising campaign with the participation of Hollywood headliners. The cream seems to hint: buy me and become a star. Will it fulfill? Anything can be. But the message is clearly different: buy me - and you will become a little happier. And this promise is the most tempting one.
