How To Promote Cosmetics?

There is a story: two children sell the same newspaper, they are competitors. One of them is very loud and diligent. Every day peddling along the street takes the trouble, while the other one will go to a fixed place like tea house after peddling along the street. After that, newspapers will be sent to everyone, and then the money will be collected again and again, and more and more acquaintances will become more and more, and then more and more will be sold. Later, the first newspaper boy can only be forced to find another way to live.

On the surface, newspapers belong to disposable consumer goods, and second newsboys are free to send newspapers to people at the beginning. Maybe some people will not give money when they read it, and bring losses to themselves.

If we analyze its meaning, it is easy to see that people who read newspapers will not buy their opponents even if they do not buy them, which is a blow to their competitors.

Secondly, people's hearts are all meat long. A person takes advantage of a lot of money. He always buys behavior in return, and is definitely supporting second newsboy.

Third, even if second newspapers have a certain amount of newspaper backlog, the newspaper will still be reclaimed, and it will not bring serious losses to him.

In addition, the newsboy's free distribution of newspapers will save much time for collecting money again, while fostering the habit of reading newspapers, it also prevents them from buying their opponents' newspapers.

This example vividly illustrates the marketing terms of market cultivation, market share, customer development, customer relationship and promotion, and so on.

Promotion, as a classic 4P theory, is the most important factor in the product, price, channel and promotion. In order to motivate consumers to buy or repeat purchases, it is often used creatively in the new product listing, chain joining, seasonal pformation and customer maintenance in the cosmetics industry.

However, the phenomenon of "promoting but not selling and selling" is widely seen in the cosmetics and cosmetic industry.

Promotion skills of Yuesai

Yuesai cosmetics was founded by Ms. Jin Yuxi in 1992 and has been in full swing for 10 years by the autumn of 2002.

To celebrate ten years of grinding a sword.

It is not hard to see that the sales promotion plan of Yuesai is mainly based on the price of 100 yuan.

Promotional heating needs

In order to create the momentum, Yuesai has invited celebrities to observe the Yuesai 10th anniversary retrospective exhibition. On the same day, the signature signing ceremony of the commemorative and first day covers in Shanghai was arranged.

Through the interaction of "products and gifts" plus the "celebrity effect", the whole sales promotion has aroused great concern. All the major markets in the country have been promoting Yuesai's stamp gifts to attract customers, including the Chinese beauty and fashion magazines.

In this promotional campaign, consumers gained unexpected gains. Yuesai won popularity and sales, and the media had news outlets. The win-win situation of the three party made the promotion more unusual than the usual "buy and give" way.

There are many types of promotional activities in the cosmetics industry. Awards, promotions, promotions, promotions, promotions and joint promotions have attracted a large number of consumers to varying degrees.

In the face of brand competition, there are no new sales promotion points, such as price reduction, discount and buy one get one, so it is difficult to attract the real target consumers.

Therefore, the promotion appeal can not be limited to cheap, targeted in the form, quality, brand, emotion, service and so on to stimulate the sensitive chord of the consumer's heart, in order to give people the impression of shopping.

Mentholatum uses the humble lip balm to hit the market. Its "fruit ice" series is specially designed for young people.

In order to strengthen market performance and let Mentholatum's brand image occupy a proper place in the minds of young people, Mentholatum launched a promotion campaign of "fruit ice advertisement star" competition.

The event is announced as long as young friends who feel that they have stars, have potential, energetic or personality.

The competition is divided into 3 groups according to age. From the 7-12 year old children, the "lively and lovely star" is selected. The prize is a game machine worth 2000 yuan. From the 13-18 year old young friend, the youth vigor star is awarded the camera worth 3000 yuan. The fashion star is selected from the 19-30 year old young friend, and the video camera is rewarded 4000 yuan. In addition, there are 100 Mentholatum gift bags worth a hundred yuan to participate in the prize places.

The condition of the competition is to provide close color photographs and send them to the designated place together with the wrapping paper of Mentholatum lip balm.

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The whole promotional campaign is very clear from the target to the demand point, and the modern young people like to catch up with the main consumer groups of the lip balm.

The way of operation is simple and easy to get the recognition of consumers, and the way of competition is easy to become the focus topic in the short term. The spread of word of mouth can rapidly enhance the popularity of Mentholatum.

Modern young people, who are deeply influenced by Hong Kong and Taiwan TV dramas, will naturally imitate the stars. The cosmetics used by celebrities are also of extraordinary charm.

The stage provided by the competition can get the opportunity of star experience through buying a little lip gloss, and its market appeal is far more than the symbol of beauty of a small lip balm itself.

In addition, the awards and the setting of prizes are also distinctive, which effectively caters to the psychological needs of consumers of different ages.

So far, Mentholatum has firmly established the status of the first brand of lip balm in the minds of young consumers, with annual sales of over 4 million, which is similar to the special promotional activity of "fruit ice advertising star".

The sales promotion council of the cosmetics industry is constantly bringing forth new ideas. It cuts into the psychological gap of consumers from various angles, and creates new market demands. But promotion is not alone. A successful promotion needs to be combined skillfully with advertising, personnel promotion and public relations propaganda.

The consumption driven by price reduction and discount will make people wonder if there is any problem in the quality of products, which is not conducive to creating a stable and reliable brand image.