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FASHION APPAREL AND ACCESSORIES FASHION APPAREL AND ACCESSORIES

FASHION APPAREL AND ACCESSORIES - PowerPoint Presentation

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Uploaded On 2016-08-05

FASHION APPAREL AND ACCESSORIES - PPT Presentation

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

beauty cosmetics products cosmetic cosmetics beauty cosmetic products product industry www return care purchase youtube https federal brand store

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Slide1

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 LauderSlide7
Slide8

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