Strengths
Strengths
The cosmetics industry is a multibillion dollar industry in the U.S. To become such a massive industry, the cosmetics industry has gained and perfected many strengths. Cosmetics is a colossal industry where small companies can get lost if they don’t get a niche. Having a niche is important because it makes the company stand out and be able to focus on doing one thing really well. Then when the company gets traction and becomes more well known, they can branch out and start expanding.
Showcasing products is something the industry does well too. When showcasing cosmetics, it is fairly easy. They put the makeup on someone to show it off. It helps if they have a famous person to expand the reach but it is that simple. A lot of cosmetic stores will offer samples or they will show the customers how to use the product. This is vital in getting people to use their products and to get their name out there.
Sending PR in the mail to influencers is a huge aspect of the cosmetics industry in our society today. One of the main ways of getting the word out about new products is to send the new products to popular influencers before the product launches. The influencer then makes a video about the product and shares their thoughts so by the time launch day comes, the product is hyped up. A lot of companies utilize this strength in their PR strategies.
The cosmetic industry also treats the influencers very well. Some companies throw elaborate parties and some companies take influencers on trips all over the world. Tarte has used “trippin with tarte” as the name of their trips. They most recently took a group of influencers to the Maldives to promote their new ocean themed line of makeup and skincare. It is important to keep the influencers happy and interested in your brand so they keep talking about how great the company and product is.
The cosmetic industry uses social media to it’s full extent. Recently there has been a surge in live streaming on Facebook and there have been companies utilizing this feature to show makeup tutorials in a get ready with me style. Snapchat, Facebook, Instagram, and Youtube are some of the main platforms that the industry uses. Since all four of these platform are easy to use and free, there are millions of people who use them. Cosmetic brands can reach millions of people with their products for free, which is an awesome marketing tool. It is fast, quick, and easy to use.
To gain more attention and buzz about a company or product, it is very common to have a big name celebrity be the face or spokesperson. This creates more hype about the company and/or product. Covergirl got its first “Coverboy” this past year. They chose James Charles for the honor. James is an influencer in the beauty community. He has a very popular Youtube channel and has really brought to light men in makeup. Ellen DeGeneres is a very popular past Covergirl as well.
In the reboot of the popular show America’s Next Top Model with the new host Rita Ora recently partnered with Rimmel London. During the season, contestants had access to Rimmel London makeup and the winner got a campaign with Rimmel. Partnering with TV shows or other non makeup brands is great because people constantly hear and see the products. Not many companies take advantage of partnering with TV shows or other non makeup brands.
The cosmetic industry is on the ball when it comes to the constant launch of new products. New things are dropping on the market all the time to keep things interesting. Companies stay relevant with new products. It is how they keep up the the changing trends and the different fads. New products are always on the horizon and to create buzz before its launched, beauty influencers are making videos saying how great they are.
Affordable makeup products are a huge aspect of the cosmetic industry. It is important to have both affordable and high end products. A lot of people don’t want to spend a ton of money so they go for more reasonably priced makeup. Some people love to invest in cosmetics so it is important to have products for them as well. Companies who provide a wide spread accommodate the most amount of people.
Makeup has been used for ages to transform someone’s appearance to make them look more socially acceptable. In the modern society, it has been used to transform people into other people. There are countless halloween tutorials on Youtube transforming people into creatures and they use cosmetics in a way that most people have never seen. Sephora just started a series of classes all over the country that focus on cancer survivors. They help people who have overcome or are still experiencing cancer do their makeup and learn how to make it look the best.
The cosmetic industry also does a great job at promoting consumerism. They promote the products in a way that make people think they need them. It is a multi-billion dollar industry because people keep buying products. People think they need the newest and best product so they buy it. This ties into why the cosmetics industry constantly releases new products. People will buy things just because they are new. The ads in magazines promote consumerism and so do the influencers that the companies use to create buzz around their products. Promoting consumerism is one of the cosmetic industry’s biggest strengths.