Question

Topic: Advertising/PR

Advertising Beauty Product Instore

Posted by Anonymous on 5/25/2010 at 3:15 AM ET 250 Points
I am working on the advertising of a well known skin care beauty product and we are thinking of innovative/unique ideas to encourage consumers to pick up the product from supermarket shelves- to distinguish them from our competitors and also convert consumers to use our product instead of the competitors. . Any suggestions regarding how we could advertise in store to create the buzz?
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  • Posted by CarolBlaha on 5/25/2010 at 6:57 AM Member
    Samples and Demo. Here is the resistance to grocery store cosmetics-- the perception they aren't the quality of department store brands. But I am finding that perception is not always true.

    My hubbie and I are looking toward retirement and we started thinking there are some things we splurge on that aren't best use of our retirement money.

    Out was botox. I was in the grocer and found a collegin filler, and my thought was -- this is a waste of money why even bother. That $11 tube is remarkable. I was buying a high end mascara ($50, two step process) , till my daughter in law was putting on her makeup with an $8 mascara and I watched her lashes just pop. Now don't I feel silly.

    Point is, we have resistance to the lesser priced brands-- after all you get what you pay for? So take a lesson from the high end guys-- bring in store events with make up artists to demo the products. I used to mark on my calendar when Lancome did a "buy with purchase" specials. Show the girl who doesn't have a lot of disposable income she can work with what she has. Show the person who thinks the only way I can look the way I want is to postpone retirement, that she's dead wrong.
  • Posted by CarolBlaha on 5/25/2010 at 7:54 AM Member
    One more thought-- bundling product. Sephora and Bare Essentials do a great job of this. Want the look of "smokey eyes"-- they sell the kit, complete with brushes. My daughter gave me Sephora's Sun Safety Kit for Mom's Day. They claim it was a $95 value for $25. It's full of samples marked "free not for resale", cost them probably only packaging. And included a wrist band that turns colors when I had enough sun. Yes they're samples, but I love it - and I'm buying one to give as a gift.

    When I got out of my shower, thinking of your post, I looked at my kaboodle that is always on my counter. I would say 85% of what is in there I bought cause it was demo'd to me. Which was the point of my first post.
  • Posted on 5/25/2010 at 8:19 AM Author
    thanks carol...the bundling concept is great as well the idea of using samples and just packaging them.....we are already using actual products and puttig them in a box and selling at a discounted rate. We have also gone past the sampling stage- now need some promotional ideas that will create a buzz and word of mouth...some sort of competition, stands etc...any ideas?out of box also welcome!
  • Posted by CarolBlaha on 5/25/2010 at 8:48 AM Accepted
    Again, when I bought that $11 collagen filler and it exceeded my expectations-- the thought that ran thru my head was "why didn't someone ever demo this to me"-- cause I'd have bought it years ago. I actually did think -- these guys should be doing in store demo's way before your post.

    Department store events demo-ing new products, seasonal color changes, holiday how-to's are events we put on our computers for pop up reminders. I never thought I'd let go of my Dior Mascaras till my daughter in law essentially demo'd the $8 brand that works beautifully. Do a product challenge (mascara, shadow) bring in your old product and recycle it for a coupon or sample. You get the competing product out of their hands and yours into it. Do it like soft drinks-- two unmarked tubes of mascara. Which works best -- ta da--it's the $8 brand vs the $25 one. If you bring 5 empty containers to MAC, you get a free lipgloss. Now that appeals on mulitple levels-- I'm doing something good, I get something free and you can bet-- I'll buy something new. We're supposed to throw out old cosmetics-- do a promo to recycle the old-- and buy fresh-- yours. Do it as a road show, limited time-- and the stores will love it cause you are bringing them traffic. I remember one grocery store brand did a makeover special in a high end mall-- piped and draped an area of a mall into mini makeover rooms. I'm thinking, who cares about that "cheap" stuff-- till I saw the lines! Makes you think, "must be something to it"...

    They did, as I suggest, model how the department store brands sell their products, and duplicate those successes. Why do I go to Sephora-- cause I can try before I buy. Why did I buy that edgey hot pink shadow that I could never envisioned how subtle it really looks-- because someone put it on me. Why didn't I buy that collagin filler years ago-- cause no one did.
  • Posted on 6/3/2010 at 2:43 AM Author
    Thanks for your help.....will definitely be able to use these pointers in our promotions....
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