UNIT 2 COSMETICS Cosmetics Articles other than soap that are intended to be rubbed poured sprinkled or sprayed on the person for purposes of cleansing beautifying promoting attractiveness or altering the appearance ID: 433499
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FASHION APPAREL AND ACCESSORIES
UNIT 2
COSMETICSSlide2
Cosmetics:
Articles other than soap that are intended to be rubbed, poured, sprinkled or sprayed on the person for purposes of cleansing, beautifying, promoting attractiveness or altering the appearance.
Kosmetikos – Greek word means “skilled in arranging”.Slide3
Women spend an a
verage of $15,000 on makeup in their
lifetimes The average
American girl begins using beauty
products
at
around age 13 or 14 Slide4
Industry Trends of Cosmetics:
When sports clothes are in and the no
make-up look is popular, cosmetic industry responds with low-key cosmeticsSlide5
Industry Trends of Cosmetics:
2. When bright colors and elaborate clothes are in style, cosmetic industry responds with more make-up and brighter colors.Slide6
The cosmetics industry is dominated by personalities:
1950’s-70’s
Elizabeth Arden
Helena RubensteinCharles Revson
Max Factor
Estee LauderSlide7Slide8
1980’s
Adrien
Arpel
Merle NormanSlide9
1990’s
Bobbie Brown
Andrea Jung (Avon)Smashbox
Cosmetics (Dean &Davis Factor)
https://www.youtube.com/watch?v=3myssEBUnTo
https://www.youtube.com/user/bobbibrownSlide10
MAC
Urban Decay
Clinique
Bare Minerals
OUR MAKEUP TODAYhttp://www.maccosmetics.com/whats_new/14255/New-Collections/Pure-Healthy-Face/index.tmplSlide11
To keep customers buying new products and new colors, manufacturers constantly update and ship new items to the retailer
.Slide12
Rubber-banding –
cosmetic products that can be returned to the manufacturer and replaced with other products, if not sold within a specific period of time.
Retailers never have to markdown their cosmetics. (Other industries allow returns only for damages, over-shipments or wrong shipments) Slide13
Here are the two best makeup return policies:
CVS Pharmacy:
You may return beauty items open or unopened within 30 days.Per their website:Our hassle-free return policy allows you to return nonprescription products to any CVS/pharmacy store or by mail within 30 days of receipt.
100% satisfaction guarantee on beauty purchases.
Be 100% happy or receive 100% money back on any beauty products. If you’re dissatisfied for any reason, you can return the beauty product (opened or unopened) along with your receipt or invoice to any CVS/pharmacy store. We’ll refund the full purchase price — no questions asked!
Rite Aid:
You may return beauty items open or unopened within 30 days.
Per their website:
The Rite Aid 100% Risk-Free Beauty Guarantee.Any opened or used beauty product of any brand name can be returned for a full refund when accompanied by a register receipt. Beauty categories subject to the guarantee are skin care/depilatories, sun care, bath/soap, hair care (shampoo, conditioner, styling and professional), hair color, cosmetics, ethnic beauty aids, fragrances, cosmetic organizers and personal care appliancesSlide14
Private label manufactures- produce merchandise to specification under the brand name of stores.
Ex:
Volage; Neiman Marcus, Bloomies; BloomingdalesSlide15
Federal Cosmetic Laws
The 1938 Federal Food, Drug and Cosmetics Act was the first federal law controlling cosmetics.
The first is to protect the public's safety
—the FDCA mandates the safety, purity, and in some cases the "effectiveness" of the products within its scope.
The FDCA's second major goal is to disclose information—the statute requires truthfulness and completeness in product labeling and other marketing communications.Slide16
1.Manufacturers of cosmetics are prevented from using potentially harmful ingredients and from making exaggerated claims about their products
.
Adulteration (diluting) and/or misbranding are forbidden.
Federal Cosmetic LawsSlide17
4.Cosmetics must bear a list of ingredients in descending order by weight.
Safety of color additives must be approved.
Federal Cosmetic LawsSlide18
Fragrances –
includes cologne, toilet water (lower priced, less long lasting), perfume, after-shave lotions.
Perfumes are worn predominately by women 25-44 years oldSlide19
Target Marketing
– an audience that has the most potential as product purchases.
The ability to attract the target customer is an important factor in the success of any fragrance. The success of a perfume depends on attractive packaging & aggressive promotion.Slide20
Ex. Calvin Klein’s Obsession was designed to evoke a mood or emotion.
https://www.youtube.com/watch?v=_ZAZD3ylG6Y
https://www.youtube.com/watch?v=7fNuTf76FlE
https://www.youtube.com/h?v=Lv_5sVCuXQ8watc
taylor
swift perfume commercial 2014Slide21
1
. National AdvertisingSlide22
2. Premiums
– a gift with a purchase offered by a manufacturer to promote a product.
(Originated with Estee Lauder)Gwp = gift with purchase
Pwp = purchase with purchase (specially priced purchase) ex. umbrellas, tote bagsSlide23
Direct Mail
4.
Scent & color stripsSlide24
Cosmetic Industry Growth
Sun care products
Anti-aging products
In-store salons
Computerized displaysChildren’s fragrancesSlide25
Marketing of Cosmetics & Fragrances
Distribution
a.Franchise Distribution
the manufacturer sells directly to the retailer (no middle man)b.
Mass Distribution (middleman) Cosmetic market involves drugstore, discount stores
Ex Revlon, Cover Girl, and Maybelline are sold everywhereSlide26
Franchise Distribution is more selective. Allows for greater control over
Pricing P
roduct display Selling techniquesMass Distribution Maximum exposure
As many sales opportunities as possibleSlide27
Any line distributed to more than 5,000 doors is considered
popular.
Any line distributed to fewer than 5,000 doors is considered limited.Slide28
Brand-line representative
– a trained cosmetician who advises customers in the selection and use of a specific brand of cosmetics, and handles the sale of that brand in a retail store. Ex.
MAC,CliniqueSlide29
Clinique dress code
Clinique make-up: (full face)Shoes: black professional
Jewelry: minimal, no drop earrings
Earrings: pearl, diamond stud, silver no larger than a quarterHosiery: black, nude or ivory