The beauty industry is a competitive place, and this means that marketing and publicity needs to be used in innovative ways. The first way that cosmetic companies generate buzz and notoriety about their products is through becoming concessions in department stores. This is where a perfumery or a dermatology clinic can showcase their products through their own kiosk. Customers are encouraged to come up and take samples, with the owners of the concession determining the price of the products they offer.
Secondly, the national media is a vital platform for raising awareness about beauty industry products. From glossy magazines to multimillion-dollar TV campaigns, and from TV shopping channels to Facebook promotions, the advertising industry thrives on the demand from cosmetic companies to look brilliant.
Another great way to generate publicity is through celebrity endorsement. In this glamorised culture, many people make their spending decisions on the role models that they have in the media. For example, Nicole Kidman, the face of Chanel’s No 5 perfume, was a key contributing factor to the rise in sales that the iconic perfume enjoyed.
Last but not least, let’s not forget that sponsorship and product placement is fast emerging to be a vital marketing technique. Ever noticed how beauty and makeover shows appear to be sponsored by face creams, shampoos and make-up products? It’s no coincidence. Every decision that drives a sponsorship deal is determined on the demographics that watch a programme, ensuring that the people who see the advertising campaign are those who are most likely to be interested in making a purchase. As you will learn if you break into the industry of promotion, advertising is a science as much as it is an art.
Secondly, the national media is a vital platform for raising awareness about beauty industry products. From glossy magazines to multimillion-dollar TV campaigns, and from TV shopping channels to Facebook promotions, the advertising industry thrives on the demand from cosmetic companies to look brilliant.
Another great way to generate publicity is through celebrity endorsement. In this glamorised culture, many people make their spending decisions on the role models that they have in the media. For example, Nicole Kidman, the face of Chanel’s No 5 perfume, was a key contributing factor to the rise in sales that the iconic perfume enjoyed.
Last but not least, let’s not forget that sponsorship and product placement is fast emerging to be a vital marketing technique. Ever noticed how beauty and makeover shows appear to be sponsored by face creams, shampoos and make-up products? It’s no coincidence. Every decision that drives a sponsorship deal is determined on the demographics that watch a programme, ensuring that the people who see the advertising campaign are those who are most likely to be interested in making a purchase. As you will learn if you break into the industry of promotion, advertising is a science as much as it is an art.
