Teacup

Last week, Spain announced that advertisements for beauty products will be banned from airing on TV before 10pm in order to tackle increasing numbers of eating disorders among young Spanish women. Although eating disorders and body image issues have for a long time been associated with the beauty industry, it begs to question whether advertising is really the root cause of this problem and if banning the promotion of it will have a drastic effect on the pressures faced by women of today.

Advertising tells us who we should be

“Advertising tells us who we are, and who we should be in society,” says Jean Kilbourne, author, filmmaker and critique on issues surrounding women in advertising.

“Advertising is a statement of what it means to be a woman in today’s culture. This ideal image influences women’s self-esteem and also influences how men feel about the real women that they are with.”

Only 5% of women the ideal body depicted by the media

According to a research study by BBC’s Money programme, one in three women believe that media images portraying unrealistic, beautiful women make them feel overweight and unattractive.

According to Jean,  statistically only 5% of women have the body type most portrayed in the media - the only one seen as desirable and acceptable.

“This is genetic,” she says. “You cannot diet yourself into this body any more than you can make yourself taller. It is no wonder there is such terrible stress on young girls.”

Beauty products aren’t the only culprits

But beauty products aren’t the only culprits in having negative impacts on body image. From movies to music videos, women are being flooded with depictions of what is meant to the ideal shape.

Dr. Helga Dittmar, a psychologist at the University of Sussex, says music videos in particular have a very big influence on poor body image in young girls.

“Female models in music videos help to promote thinness as desirable – and are often depicted in ways that emphasise this physical ideal. Given that 12-19-year olds are by far the biggest consumers of such videos, now omnipresent in shops, clubs and in the home, through channels such as MTV, it is against this ideal that young girls come to measure themselves, often unfavourably, which can lead to body dissatisfaction and, in turn, unhealthy eating behaviours.”

Should other forms of media have restrictions?

If this is the case, then shouldn’t other types of media, such as music videos, too have some sort restrictions placed upon them? In Australia, a motion to individually rate music video with a PG or M rating is already in progress to highlight those videos with women being portrayed as sex objects during children’s viewing hours.

“It’s more than just sex (being suggested in music videos),” said South Australian MP Amanda Rishworth, also a trained psychologist. “It’s about the role women play in them.”

It’s more complicated than simply blaming the media

Although it is tempting to blame today’s media for perpetuating and glorifying unrealistic standards of physical beauty, the truth is far more complicated says researchers Dr Jennifer Derenne and Dr Eugene Beresin.

“Throughout history, the dominant cultural ideals have always shaped the public’s perception of the ideal female body type. However, today’s culture is unique in that the media (including television, Internet, movies, and print) have a far more powerful presence than ever before.”

In reality, “the standard of female beauty often has been unrealistic and difficult to attain throughout history.”

Banning of Tobacco Advertising

In a similar case, the Tobacco Advertising Prohibition Act was brought about in 1992 banning all tobacco advertising and sponsorships to stop youth smoking and reduce the health burden of tobacco use in Australia. The Cancer Council of Victoria argued that by prohibiting public promotion of tobacco, it will “reduce tobacco use in both the prevalence and initiation of smoking, and ‘denormalise’ tobacco products”. The tobacco industry argued back saying that they had the ‘freedom of speech’ protection to inform their clients about their products, their product was legal and therefore it should be legal to promote it and that the role of advertising in the tobacco industry was merely to sway customers to switch brands.

Education and parental behaviours a key role

Whether this will be the same story in the beauty industry is yet to be seen. However, Drs Jennifer and Eugene has this bit of insight:

“The media is a formidable force, and one that is not going to change easily. However, it is not the only culprit; parental behaviours and family values play an important role in shaping children’s development. The onus is on adults to find a way to harness media power for good instead of evil.”

Further Information
Jean Kilbourne’s talk on  Advertising’s Image Of Women entitled Killing Us Softly:
Killing Us Softly – Part 1
Killing Us Softly – Part 2
Killing Us Softly – Part 3
Killing Us Softly – Part 4
Killing Us Softly – Part 5

What are your thoughts?

Do you think banning beauty advertising will have an effect on women’s body image? Is it even possible to make a beauty ad that promotes healthy body image?

Welcome back from the holiday season to the start of a brand new year and new decade! I’ve just back from Gold Coast, Australia (which is always so beautiful) and now it’s back to business as usual

To start the year off, I want to talk about the ‘buy local movement’ where consumers have started straying from corporate giants to support the smaller guys. Over the years, through expansion and franchising, big-brand national chains have developed a presence almost anywhere we travel. However, consumers are saying enough is enough – they want to support small independent retailers that offer a unique experience and a sense of community.

Why is buying local so popular?

According to the Think. Shop. Buy. Local. campaigners, buying locally from independent retailers directly helps to maintain your local economy. “For every $1 spent at local businesses, 45¢ is reinvested locally. Non-local purchases [through national chains] keep, at most, 15¢ in your local community,” they say.

They also point out that while local businesses engage in many other services in the community (such as accountants, printers and couriers), corporates tend to concentrate these services at one single source for all of their stores via the head office. Buying locally is also better for the environment as many products are sourced from within the community instead of being shipped over from across the country and overseas.

Consumers don’t want to fill up corporate pockets

Senior fashion editor of WGSN Sue Evans also agrees that local shops are making a comeback, but perhaps not only to support the local economy. “Customers are really recoiling at the idea of lining corporate pockets,” she says. “They’re turning to independent retailers in tune with locals and the local area” to support businesses that are still growing.

Corporates having a go at being Local

Big businesses are also realising the rising popularity of this trend  and are not about to give up without a fight. In July 2009, coffee giant Starbucks opened it’s first pilot ‘localised’ store, named 15th Avenue Tea & Coffee, disguised as a local coffee shop without any association to the household Starbucks brand. While other small businesses were outraged at their efforts to portray themselves as being local, Starbucks isn’t alone.

“The International Council of Shopping Centers, a global consortium of mall owners and developers, is pouring millions of dollars into television ads urging people to ‘Shop Local’ — at their nearest mall,” reports Stacy Mitchell for Boulder Weekly. “This represents desperate bids by shopping malls to survive the recession and fend off online competition.”

According to the studies done by the firm Civic Economics, money spent at chain stores, such as those at shopping centres, provides less that one third the amount that money spent at locally owned independent stores would provide back into the community.

Department store chain Macy’s have taken a subtler approach through their ‘My Macy’s’ localising initiative to bring in products that are tailored to the needs of the community of it’s existing stores. However, critics still claim that although they may be altering their product mix in hopes of more targeted sales, the chain is still carrying out their ordering, merchandising, shipping and all other operational tasks from their head office, thus still not contributing any more to the local communities.

Localising: easy route to social responsibility?

Critics have claimed that although chains have learnt that consumers are increasingly motivated to support companies that they perceive to be acting responsibly, companies are tossing around the word ‘local’ into their marketing as a cheaper alternative to convey true ethical responsibility.

“Local is one of the lower-hanging fruits in terms of sustainability,” says Michelle Barry, senior vice president of the Hartman Group. “It’s easier for companies to do than to improve how their employees are treated or adopt a specific sustainability practice around their carbon footprint, for example.”

Consumers want authenticity

Writer and business consultant Joseph Pine says that authenticity is the new level of economic value to the consumer. Their desire for the authentic goods become one of the key buying criteria in which consumers chose what they are going to buy and who they are going to buy from. However, according to Joseph “no one can have an inauthentic experience, but no business can supply one that is truly authentic.”

Although a business may claim to be 100% local, there will always be a certain degree of big business involved. The machinery they use, the bank they do business with, the telecommunications the business uses. All those things contribute to being inauthentic.

Is being Local really that big of a deal?

According to market research company Mintel, an average of one in six adults (17%) try to buy local products and services as often as possible. “These ‘True Locals’ are willing to pay a higher price and they’ll even buy local if competitive products are better,” says Mintel researchers.

But the overwhelming majority of shoppers don’t feel so strongly. Mintels research showed 30% of shoppers would purchase locally but don’t know where to find them, and 27% of shoppers don’t care where their food and services come from.

“We found that although the ‘buy local’ mantra has gotten strong media coverage and government support, most people haven’t yet incorporated it into their lifestyles,” says senior Mintel analyst Krista Faron. “Nonetheless, local products offer unique benefits and are more accessible than ever before, so we think the local movement has relevance with today’s consumer.”

Is buying national better?

Despite the many benefits of buying local, national chains aren’t without their perks. Chain stores offer the advantages of convenience, low cost and consistency.

“One way corporations can be ‘local’, too, is to stock a token amount of locally grown produce, as Wal-Mart has done in some of its supercenters,” says Michelle.

“The chain’s local food offerings are usually limited to a few of the main commodity crops of that particular state — peaches in Georgia or potatoes in Maine — and sit amid a sea of industrial food and other goods shipped from the far side of the planet.”

“Yet, this modest gesture has won Wal-Mart glowing coverage in numerous daily newspapers, few of which have asked the salient question: Does Wal-Mart, which now captures more than one of every five dollars Americans spend on groceries, create more and better opportunities for local farmers than the grocers it replaces?”

Is it unethical for big businesses to try portray themselves with a degree of ‘locality’?

With my recent interest in smart phone technology, I thought it was about time I explored how to make myself more mobile-saavy.

Thanks to the help of the developers at Crowd Favorite, my blog Teacup is now fully mobilisized so you can view it anywhere, anytime.

Along with making your reading experience easier on many of the current smartphones (iPhone, Blackberry, Nokia phones), I can pleasantly surprised to say that you can also enjoy your marketing gospel on your Wii, Playstation Portable and the HipTop along with various others.

If you have a phone or gaming devise with internet access, please do give it a test run by visiting the normal blog URL at:

www.teacup.topstitched.com.au

The site will automatically detect your browser type and switch viewing modes accordingly. Although I am still figuring out how to improve functionality of my mobile website, feedback and suggestions (good or bad) are all welcome!

After holding back from all hype for so long, I finally decided to treat myself to a new iPhone. After all, what kind of marketer would I be if I did not know the benefits (and downsides) of this latest trend first hand?

Although I will leave it up to you to make up your own mind about the iPhone itself given that there are many new high tech gadgets emerging with similar features, what I do want to explore is this move towards mobile marketing. Many would think that mobile marketing is simply limited to text message campaigns. But as I’ve discovered with the iPhone, there is a complete new level of engagement with companies being able to stay connected to their customers where ever they go.

What are Smart Phones?

With the new generation of Smart Phones, not only do they have the traditional mobile phone functions of calling, texting, photo messaging and video calling (yes, they are traditional now or at least becoming), with access to wireless internet connection, the smart phones will enable you to check emails, send files, edit documents, browse the web, purchase and use custom build mobile applications, instant message, update your social networks (Facebook, MySpace, Twitter), and more! As consumers gradually switch over to Smart Phones whether by choice or simply for the need to upgrade their phones, they are becoming very mobile, very fast.

Mobile customers want utility

Mobile Marketer Amy Mischler says “your mobile customers are very different from your regular day-to-day customers. Users are really interested in useful sites – they want utility. You don’t have a lot of time and your devices are limited. You need access to information quickly and you want access to things that will simply help you manage your life better.” This may include things as simple as making a reservation, checking-in to your flights or something that helps you fulfil a business transaction.

Mobile media enables you to interact with your client almost 24/7

“While it may not have the same reach as broadcast or online media, with mobile marketing, once you have connected with the customer, you have an opportunity to really interact with them and create a dialogue literally almost 24/7.”

You need to make the content relevant to the way people use mobiles

Michael Becker, Managing Director of iLoop Mobile, says although mobile media provides many benefits, you must be conscious of the amount of information you give to the consumer. Many businesses replicate their entire online website onto a mobile phone, says Michael. “That’s absolutely the wrong thing to do. Think about what it is your customer needs and what sort of value they are looking for.” In that context, make the right content available to them in the easiest possible way to access, he says.

How is the fashion industry using mobile marketing?

In the fashion and beauty industry, although we are not renowned for being the most technologically innovative, there are companies that are making some great process in moving into the mobile media market. I’d like to share with you some of my finds for the iPhone on how fashion, beauty and luxury industries are making use of mobile marketing:

ShopSaavy

This application allows you to scan the barcode of any product and it will give you a list of both online and local retailers that stock your product as well as their contact details and prices so you can compare. You can send the details of the new location to a friend or get directions on how to get their via Google Maps. If it’s an online shop, it also gives you a link so you can go their directly and buy the product.

Style.com

Style.com’s application gives you a comprehensive guide to the latest runway shows. You can view information about the designers, their collections and see close ups of each individual outfit from their show as well as being able to watch fashion videos, access their ‘Style File’ blog and participate on their ‘Look of the Day’ polls.

Victoria’s Secret

Victoria’s Secret application gives you all the information you want about the Angels, show coverage, back stage photos, videos and special events. You can also participate in their search for new models and vote for your favourite upcoming Angels.

Tote

Tote showcases clothes and accessories from a variety of shops in a gallery style. Users can save their favourite items into their Wishlist and be notified when there are price discounts or special offers available for those particular products from the selection of shops.

Coach

Coach’s new iPhone application is just in time for the holiday season helping you find gifts for your loved ones by answering a few questions (all Coach gifts of course). Once you have found the perfect gift, the app will direct you to the nearest Coach store to make your final purchase. Although this is similar to their ‘Gift Finder’ online, it certainly is a step up from simply offering a product catalogue.

Out of over 100,000 mobile apps, only 20% are actively being used. How do you stand out?

The mobile media is no small market. In fact, Apple was proud to announce that just this October, the iPhone App Store reached a grand 100,000 approved apps mark. But don’t think it is easy creating a success story in seconds. Like any media, the mobile medium is already becoming increasingly competitive. According to research from Appsfire Application developers, only 20% of applications are actively being used. When there are so many choices available to consumers, what will make your brand stand out?

I’d like to finish off with a video of a brand that did stand out for me for the Verizon Droid Smart Phone. The makers of the video has thought about what differentiates them from their competitors, what messages are relevant to their target market and how best to communicate it. And, it’s entertaining to watch.

Further Reading

iPhone Application Marketing: What every developer needs to know

iPhone Application Marketing: Reviewing current websites

The Future of the Mobile Web

What apps would you like to see in the future? What features can companies in the fashion, beauty and luxury markets use to offer value to their customers through mobile marketing?

In a world where women are filled with such diverse needs, one of the biggest challenges faced by marketers it to try understand their target market. From there, trying to understand the needs of the modern man seems almost near impossible. Gone are the days where men were considered simple. Men’s marketing in today’s world is as intricate and complex as women’s as men become increasingly concerned with their personal image.

Male grooming industry is estimated to grow up to $84.9 billion by 2014

Research by Reportlinker.com found that the market for men’s grooming products valued at $US19.7 billion worldwide in 2009, expected to grow up to $US28 billion by 2014. The report also notes that men tend to use grooming products that are ‘non-male-specific’ as well estimating their total consumption to skyrocket to somewhere between $61.3-$84.9 billion in the next five years.

Men wearing makeup? Evolution or unnatural?

One sector that is surprisingly showing growth is the men’s make up sector. While traditionally the make up cabinet has solely been reserved for women, both business and consumers are showing a fashionable rise in men embracing the world of makeup. From Johnny Depp’s captivating looks from Pirates of the Carribean to the decadently seductive Russell Brand, you only have to look to our celebrities to see the rise in men’s make up and beauty market.

Grooming not just for metrosexuals

This trend is not just for the appearance conscious metrosexuals, says make-up artist Nathan Johnson. With more of the Average Joe men ready to cross the gender divide, brands are happy to fill their needs with products specifically designed to meet men’s demands and make them feel comfortable while doing so.

Emasculation of men or a Liberal conspiracy?

UK Guardian’s Paul MacInnes compares men wearing makeup to the likes of ‘a toddler having a mortgage’. “It’s unnatural and likely to end in disaster,” he says.

But why is this change taking place? Some may see this as the eminent emasculation of men. However, Paul suggests that this is due to the liberal and consumerism movement of Labour governments.

“By presiding over an unprecedented period of economic growth which put money in people’s pockets and encouraged them to believe the good times would just keep on rolling, men took their eyes off the ball. They were encouraged to spend, to live, to dream – and when people start dreaming funny things happen. They start joining gyms, they start eating healthily, they start mentally reconstituting 1950s cigarette adverts showing beaming nuclear families, only it’s their mug on the poster. Only their mug looks a bit blotchy. So they reach for the blusher.”

The men’s market in an unsaturated niche

Whether this is actually true or not, the niche does exist, says Caroline Wilde, head of retail at brand consultancy Live & Breathe. “It’s an unfulfilled market. Nivea had some success so the market is there but it is not saturated like the female market.” Shower gels and deodorants tend to be a safe entry point to the men’s market to test your products, she adds. Although there is a market for face creams and other beauty products, it is more difficult to penetrate the market with those product lines.

Men don’t want to be associated with the ‘f-word’

“The problem with the word fashion is that most guys associate it with girls,” says Jay Fielden, editor of Men’s Vogue, who reportedly calls fashion the “f-word” to his staffers. “Here we talk about style, personal style.”

“The idea of fashion triggers off a response of ‘change,’ and men don’t like change,” says menswear designer John Varvatos for article in theBigMoney.com. “So menswear has to be about evolution, not revolution.”

“Modern men are much more sophisticated than some brands think they are and will ultimately see through this superficial approach” says Aniko Hill from The Kitchen Collaborative.

Making men feel comfortable

New Zealand based  men’s only spa and salon Manscape is trying a different approach as they try to push men to feel more comfortable with looking after themselves, claiming that is not just for girls.

Service Options

Haircut – A Manscape haircut is an experience you’ll look forward to every month! Sit back and enjoy a complimentary beer, O.J or coffee while your stylist works their magic. Your hair will be washed at the start and end to get rid of those annoying hairs. Your cut & style also includes a scalp and shoulder massage.

Eyebrows - Shape & tidy – there’s nothing girly about this! Stray hairs removed, hairs trimmed to leave your brows looking and sitting tidy.

Massage – Relax with a half or full hour Swedish (relaxation) style massage. Don’t knock it till you’ve had one and when you’ve had one you’ll want another!

Handy Work – (Man I cure) Nail soak & shape, cuticle removal, hand & arm massage and buff to a high shine. Finishing off with cuticle oil and hydrating hand cream.

Foot Maintenance - (Manly pedicure) Peppermint foot spa exfoliation. Toenails clipped & shaped, cuticles removed, foot & leg massage, finishing with cuticle oil to nourish and protect.

Groom Grooming – For you and your mates to relax, look and feel your best for the big day

Does this trend change what it means to be a man in todays society?

Like the female market, the men’s market is growing increasingly more complex and segmented. But does this era in appearance-awareness showing the beginning of the end of traditional masculinity? What effect will this have on what it means to be a man?

In today’s day and age, many would agree that the myth of the gender gap is far from reality in modern society. With the feminism movement pushing for equal rights and pay for women in the workplace, women have many opportunities available at their disposal and yet the gender gap is still a debated topic in many industries, especially at management level.

Fashion: a gay man’s profession

In fashion and beauty, being a female dominated area, one would seemingly think that women would be paving the way in exemplary career moves but this is not the case, accordingly to reporter Eric Wilson for the New York Times. In now days, writes Eric, fashion “is a gay many’s profession” and women, although making up majority of the fashion consumers, face barriers in career advancement in the creative side.

Men’s average salaries are increasing while women’s are decreasing

Does this argument have any merit? Research conducted by Meetingsnet.com found that the salary gap has grown even wider from 2003 to 2005. Where average salary for males in executive management grew from $99,327 in 2003 to $109,042 in 2005, female counterparts’ salary has decreased from $75,129 in 2003 to $71,561 in 2005.

Research from Fortune also showed that from their top 25 best compensated male executives, the highest earning male topped at $350.7 million annually, whilst from the top 25 female executives, the highest earning woman earned a mere $38.6 million. A gap of $312.1 million.

Men have a quicker rise to stardom

In Eric’s article, knitwear designer Liz Collins quotes “There are some really deep-seated tensions and resentment that has existed for a long time about gender in fashion and who gets things. A lot of those things are not necessarily real, or true, and they may be just suspicions. But you can look at certain examples of people who have had a faster rise to stardom, and the percentage of gay men is higher.”

Men receive more recognition and more publicity

Although difficult to prove true, many females designers believe that several of their male counterparts have been presented with more industry awards and been given more prominent coverage in the media. “The Council of Fashion Designers of America, a trade group that vets those who apply for membership, is made up of 121 women and 156 men. Since 1986 its annual Perry Ellis awards for young talent have been given to 8 women and 29 men (20 of them openly gay),” writes Eric.

Women prioritise their life at home over their career

However, some of the differences in career outcomes for men and women results from different lifestyle choices for each gender. “Women still prioritise getting married and having babies,” says influential fashion designer Norma Kamali. “There are fewer women willing to give up the time that is required for this kind of career. It’s about passion, about being so focused that nothing could distract you.”

Men are more objective, Women are more empathetic

Designer Michael Vollbracht, believes that gay men are simply better at designing for women because their design visions are formed by the fantasy of the ideal women, whereas female designers tend to focus on practicality and are “trapped by their own views of themselves”. However, female designers are quick to argue back that if men are more objective in their designs, women were definitely more empathetic. “I wear my own clothes,” says business owner Dana Buchman. “I have lived the life of my customer.”

Women face barriers that men just don’t face

Jeanine Prime, author of a study on women in the workplace by Catalyst in Eric’s article, says ”We can’t explain the gender gap away by differences in qualifications, ambitions or success strategies. A lot of it still has to do with the perception that women don’t have the right leadership stuff. There are a lot of barriers that men just don’t face.”

Men and women face different lifestyle pressures

For many men, including gay men, it is easier to prioritise their career. They have the pressure of being seen as the ‘bread-maker’ in the family. Naturally, they are determined to advance in their career faster to secure an easy lifestyle for their loved ones. Women, on the other hand, although they can focus all of their energy on their career should they wish to, majority de-prioritise their work once they have had children wanting to become good mothers, and thus there are less women entering management level positions as their careers progress.

Is it a fair comparison? Does it really exist?

Although it is easy to compare pay levels and see a drastic dissimilarities between genders, Is this a fair comparison given the difference in proportions of number of people continually determined advance for each gender?

Magazines have always had a major role in the lives of consumers and marketers. But in this era of new media with so many tactical options at our disposal to entice consumers and such demand for constant reporting, do these big fish still have room in the pond to swim in? Can magazines still provide real value for consumers and companies in such dynamic times?

The need for integrated approaches

According to writers at New Media Knowledge (NMK), both corporates and consumers are looking for integrated approaches. With the rise of accessibility in high speed internet, users can interact and engage with companies on a level that was never possible before. Through flash media, videos, social networks, users can completely surround themselves with the brand to experience it to the fullest.

The rise of online media portals

The internet gives way to other types of magazine content as well: blogs, newsletters, social networks. There is also the rise in Online Magazines available both free and through paid subscriptions and at such a low cost to distribute for publishers.

However, Monique Talbot, chief executive at Tempest Media who manages sales for well-known beauty portal Shesaid.com.au says that although online media is making some progress, it still isn’t recognised by the major companies. “I flick open a glossy and the first 10 pages are these massive advertisers. It drives me crazy, I have 75,000 women on my Shesaid.com.au database, with 15,000-20,000 women opening the newsletter each week, I mean, where do you get that in offline land?”

It is no secret that the sheer accessibility of online media, the speed or distribution, ease of response and higher evaluative methods makes it a lot more attractive to marketers. Online media can provide almost everything that a print magazine can cheaper, faster and to more people.

New media provides engagement in a different way

Although new media is changing consumer attitudes towards magazines, it will not cause the industry to collapse, writes Online Journalism Review. “Instead, innovation in long-form magazine journalism online is coming from the edges, in the shape of thoughtful audio podcasts, on-the-scene video blogs and in the plethora of thoughtful essays on Weblogs maintained in academic and professional realms.”

Media guru Mohammad Jangda also agrees that although online media provides useful sharing tools and increased engagemet through social networks and video content, having digital replicas of print magazines is still not the same as the hard copy experience. An “online magazines do not provide any additional affordances to the user, making it dead experience.”

The Magazine Experience

In fact, the magazine experience is one of the key differentiating factors keeping the industry alive, writes Jason Fell for Folio (print and online publication for the media industry). “The magazine experience is one of the last remaining opportunities to enter a hermetically-sealed world, an edited experience of our culture created by someone else. And, more importantly, it’s an experience that encourages you to stay in it rather than constantly bounce in and out of it.”

Magazine Industry: steady for now but uncertain about the future

According to the MediaPost, almost 80% of people surveyed through their research still subscribe to magazines. However, only 45% believe that newspapers and magazines will still exist in 10 years, with another 40% being uncertain about the future of the print industry. Although magazines may be surviving for now, their continued success will be a struggle. Is the magazine experience simply enough to warrant it to maintain its current status or will see the slow demise of the media giants giving way to new emerging technologies that are faster, more convenient and more connected? Only time will tell.

The beauty industry has always maintained an intimate relationship with the consumer. Even in the tough times of the recession, consumers can’t resist the urge to look and feel their best. In fact, research commissioned by L’Oréal showed that 9 out of 10 women has not made any change in their make up usage despite the economic crisis. However, this does not mean we can sit back and relax. Now more than ever, we need to listen to what our customers are wanting, and yes, their needs are changing.

Why do women buy beauty products?

Reporter Alisa Marie Beyer for the Global Cosmetic Industry writes “contrary to popular thinking, most women seem to feel good about how they look and who they are”. If women already feel good about themselves, why then are they purchasing all these products to change their face and body? According to Alisa it’s to relax and relieve stress. Shopping for beauty products is like an escape from daily life for women where they can solely focus on their needs and making themselves feel better.

How can we market beauty products effectively?

When it comes to our advertisements that try to entice women to connect with our product, 92% of women believe that companies just do not understand them. Women want to see realistic depictions of women like themselves. “Attractive women, women of diversity, a mom, a CEO, a diva, an artist,” says Alisa. “Women also view advertisements as an opportunity to aspire, whether it is a new look, a new way to wear lipstick or a new beauty secret. Women love to look and feel beautiful.”

For those of us who are in need of guidance, Global Cosmetic Industry gives these tips on creating great marketing campaigns for beauty products:

Great advertising does not have to be flashy

A good ad does not need to feature flashy celebs or supermodels. However, it does need to portray your product and brand in a way that is clear and easy to digest. An example of this is adverts by Clinique – although not extravagant, the ads shows off the product and provides information on what the producy actually does.

A great advertisement knows itself

A great ad needs to convey what it is that the brand stands for – this helps consumers relate to the brand and build a connection. Make up product MAC is a good example of this because of their creative advertisements. Although it is not a mainstream product, it shows that the brand is hip, young and innovative.

A great advertisement is easy to understand

Women really want to understand an ad. They buy from brands they understand. No matter how great a product you may have, if your message is not communicated clearly, your customer will not understand nor relate to it. Although Neutrogena (below) was shown to be ‘easy to understand’ by a market study, in 2008, the brand did run into some trouble with the industry watchdog NAD (National Advertising Division of the Council of Better Business Bureaus) for making individual products look like they were the ‘#1 recommended product by dermatologists’, when really it was the brand as a whole.

A great advertisement connects to emotions

It’s a wide known fact (whether we like it or not) that women live in an emotional world and our decisions are primarily driven by what we feel. For a brand, establishing a connection on an emotional level is what can transcend it to becoming part of the consumer’s daily life.

One of my personal favourite brands for doing this is Dove with, first, their infamous Campaign for Real Beauty in 2004 and then their Pro Age Campaign in 2007 which got banned from TV in the US by the Federal Communications Commission (FCC) for showing too much skin and implying nudity. Despite them being banned, Dove is still one of my top brands as all of their marketing really tries to connect with people. Now, they are even making short films to challenge what the norms really are of beauty – very interesting to watch.

Dove’s Campaign for Real Beauty (2004)

Dove Pro Age Campaign (2007) – banned in the USA for showing too much skin

Dove short film on what women’s first impressions are of other women (2009)

Although some would say otherwise, the beauty industry is great industry to be in – you get to make people feel good about themselves, more confident, more relaxed with their appearance and give them the ability to become who they want to be in the eyes of the world. We are very privileged as marketers to be able to connect on such a deep level with people, and it’s a role we should not take for granted or take the easy route out of. By understanding what it is your customer really wants, you can offer them something that is unique and valuable and gain a devoted customer for life.

If you want to know more about beauty marketing, here are some interesting reads:

Living Brands: Where the Future of Beauty Begins
By Raymond Nadeau for Professional Beauty (2008)

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For many of us, the closest we’ve gotten to owning products from the luxury market is oogling the shopfront through the window. But for the privileged few, the luxury market is a world of wonder where any desire can be filled with the swipe of the card.

Who is the luxury consumer?

The luxury market consists of the top 10% of the wealthiest people in the world. Despite the limited number of consumers that are able to afford the products, the luxury market is no small player. Research done by Mastercard in 2008 showed that US luxury sales topped at $891 million in September this year, up 3.4% from last year. Research by Unity Marketing also showed that in the last 3 months leading to September, the luxury consumer spent an average of $18,826 each (highest-income earners spending an average of $43,111). With an average annual income of $228,800 and so many products to choose from, you have to wonder, what tickles a luxury consumer’s fancy?

Luxury consumers are motivated by enjoyment and personal growth

Luxury consumers indulge in luxuries for two reasons: pleasure and enjoyment; and to improve the quality of life through self-actualisation. So as marketers, it’s important that we try to enhance the pleasure the consumer feels while consuming the product and provide ways for them to improve their own personal growth and life experiences through the product.

In the video clip below, marketing and advertising agency Atelier (a division of Leo Bernett) looks at how the luxury market is changing in the financial downturn. According to the guys at Atelier, the luxury consumer is no longer about status building – up until now, luxury goods signified status and glamour. Consumers today are engaging with luxury products to please themselves instead of conveying their lifestyle. They look for new forms of experiencing luxury in smaller amounts that provide an even higher quality. Instead of buying several lower-priced items, they will spend more on a single longer-lasting luxury.

They expect authentic products and a high level of ethical practice

In today’s market, luxury consumers look for exclusivity, authenticity, quality and dependability, reports Forbes.com. They also suggest that although consumers recognise ‘green washing’ (where a company overstates their environmental commitment), they expect luxury companies to uphold a high ethical standard. As consumers become more and more aware of manufacturing process and the increasing trends for goods being produced outside mainland Europe, shoppers are looking for assurance that they are getting their money’s worth. To address this, many high end companies have started releasing ‘behind the scenes’ look inside how they make their products (See Making of a Hermes Bag below).

Luxury consumers are not immune to the recession

Reporter Mirril Mascarenhas at the Canadian Marketing Association claims that there is a new sense of discretion with luxury spending. “Instead of that coveted shopping bag with an iconic brand name, some are asking for something a little less ostentatious.” Well aware of public backlash that could erupt in this economic turmoil, luxury shoppers are looking to conceal their wealth in order to be considerate of less wealthy consumers.

“Wealthy customers are asking for plain bags, no boxes, or requesting goods be delivered later. They don’t want everyone to know nor do they want to flaunt their brands. Another study argues 62% of wealthy consumers say openly flaunting wealth is out,” writes Mirril.

Like the consumers, the luxury brands are not immune to this recession either, even those that do promote quality over quantity. According to Forbes, “Even the privately owned French label Chanel–known best for $2,000 bags and $6,000 suits that last a lifetime–announced that it would cut 200 jobs this month.”

Can money really buy us happiness?

Despite its changing nature, the luxury market is not going anywhere soon. Changes in luxury consumer behaviour reflect their evolving attributes and the effects of the recession on the luxury market. But for those of us who still have a few years left before we can call ourselves a luxury consumer, I leave you with this: Journalist Benjamin Wallace trials some of the most luxurious goods in the world to try answer Can our happiness be bought?

Hmm.. when you look at some of the products… Maybe…

An interesting talk from advertising guru Rory Sutherland at the TED Talks 2009.

Rory talks about how changes in perception can influence the value your product provides to your customers. What constitutes value in the eyes of the consumer however is a mixture of various criteria including price, quality, features and service received.

What is Value? It comprises of many different factors.

Before potential customers even walk into your shop, they will see whether they identify with your brand personality and what overall value they expect to get from your brand. They would have already made prejudgements about your brand based on your prior marketing, your shop window and demographics of your existing customers. So you must portray compelling value to seduce customers into your shop and work even harder to maintain your value levels for existing customers.

How do we provide value?

Research by Cotton Incorporated in their Lifestyle Monitor shows 3 key trends during the recession times. We are more likely to:

• invest in durable, classic pieces that will last several seasons,
• purchase as many trendy items as our budget will allow, and
• stick with our favourite brands regardless of price, but buy less of them.

Although traditionally, we have worked to provide tangible value to customer through tactics such as sales, free gifts with purchase and two for one deals, Rory suggests that providing intangible value should constitute a greater proportion part of overall value as it will build a long term connection with the client.

Branding of your label adds to your overall value

The branding of your label has a lot to do with the value you will provide: it affects your pricing strategies, promotions, locations, product designs and storefront.

Reporter Bobby Riley writes: ”A good brand strategy creatively reframes what the brand stands for in culture beyond a product description and tactical marketing ideas. It’s a directional creative idea that drives everything the brand does, and goes much deeper than the surface aesthetics of the fashion business.”

Your branding is the public face of your label. Thus, you must show your message, values, philosophy and personality in a relevant and unique way.

Becoming a Purple Cow

To ensure your brand is continually growing, you need to be outstanding – stand out from the crowd, and as marketing guru Seth Gordon puts it, be like a purple cow in a herd of brown cows.

When you cater your promotions to the masses, you typically end up creating campaigns that is like vanilla: easy on the eyes but safe and generic. By doing this, you are inadvertently creating something that may be adequate, but is not remarkable to anyone. Have a look at the advertisements below from various fashion and beauty houses. Which of them do you actually take notice of and will remember?

Now look at the ones below. If you saw these ads in a magazine, would they stand out?

These ads were spotted by consumers around the world, taken note of, remembers and passed on through word of mouth. The video below from TrendHunter TV shows the top 10 innovative fashion campaigns that has been passed on to them from consumers themselves.

Providing a memorable brand experience

In a world that is so cluttered by advertising, like the brands featured in the TrendHunter TV video above, we need to make sure that our customers are able to pick out our brand from the the chaos. This is why we need to be innovative and start thinking outside the box as to how we can present our thoughts in a distinct and entertaining way.

Tonight, I leave you with a remarkable brand experience from Philippe Meyersohn, Brand General Manager at MABE Canadam, from visiting an Aveda store. He writes:

“As I came through the door, I was greeted with an offer of a relaxing cup of tea. From the start, I was given the impression that the sales people wanted my visit to be stress-free. Throughout my time spent there, the sales people were friendly, offering me help in selecting products. The surprising moment came at the end after my purchase – I was given a hand massage! This unexpected service at the end made my experience at Aveda very memorable.”

Thanks to this unique experience that Aveda has created, he was pleasantly surprised with the value that he received and he had shared this joy with an infinite number of customers (including myself and now you as well) through the power of the web. After reading his testimonial, I know that I can now happily go visit an Aveda shop to get the same experience without having doubts about what kind of value I will receive.