In-Hearing: How marketers create hype around cosmetics
Sometimes tricks With the help of which experts promote cosmetics, they become too obvious: a rare person does not know about the existence of the same BB creams that even pharmaceutical brands started to produce. At the request of Wonderzine, the beauty blogger Vasilina Vorobyeva told about this invention of German pharmacists and other things that marketers go to.
Vasilina Vorobyova Co-author Twins About Beauty
Not so long ago, Kure Bazaar, a brand of eco-friendly varnishes, appeared on the European market. She founded her model, during pregnancy, thinking about whether it is not harmful to paint her nails, and, in order not to risk c incomprehensible compositions, which took the initiative in her hands. There was a laboratory, work began to boil, and after a few years, on the shelves, varnishes literally with potato starch in the composition already flaunted. Nice story, isn't it? The problem is that a few years before, a similar legend had already surfaced in connection with the founding of another brand of nail polishes, Priti NYC. People no longer sell powder and lipstick, they sell myths and beautiful stories.
Especially for patients undergoing laser therapy, German pharmacists have developed a toning and soothing cream, called Blemish Balm. Asian cosmetic companies quickly realized where they could profit, and BB creams began to conquer the eastern market. A couple of years, the invention of a boomerang returns to Europe: aside, it seems that no self-respecting producer has remained, and the name with two letters has become a mass insanity. The stamps have already reached DD-creams (and they no longer confined to face creams: imagine, there is already BB-something for nails!), And it’s not a fact that this will end the matter. What has really become an innovation in this industry is a big question; The abbreviation has become a trend, but is there a serious need for borrowing, if behind the name nothing relating to the original - dense, with strong masking abilities to the cream - is not worth it? But on the market there is always something new, like tinted moisturizers (moisturizing creams with a tinting effect) or tonal creams in the form of serums, which are generously added with anti-aging complexes. If you believe marketers, again. But what to do? According to the well-known formula for a long time, demand creates supply.
The thriving sector of such funds, which seem to have been made for animals, flourished.
However, it happens the other way around. Last year, the beauty sphere literally overwhelmed animal hysteria: somewhere there was a rumor that nothing better was invented for horse shampoos, and thousands of people rushed to check it. On the Internet, such news is spread with lightning speed, but even for such a speed, it is surprising how quickly new brands (of course, domestic ones, “Horse Force”, “Zoo VIP” and others), specializing exclusively in horse shampoos for people, appeared. The sector of similar products flourished, which, it seems, was made for animals, but is suitable for people as well as possible: goat creams, tested by dairy handlers, went to the market, and they also found their fans. But this (in many respects artificially heated) excitement could not last forever, and the animal wave in the beauty industry itself came to naught.
Marketing is an area of creativity where a fairy tale doesn’t really come true, but one that is beautifully (and, most importantly, plausibly) told, can bring considerable income to its employees. And although the confidence of potential buyers here is important, unreasonable fantasies sometimes give a far greater profit than the really useful components in the composition, about which there was no one to invent a flowery legend. No wonder: who now does not want to believe in nanoscale or fairy tales in chemical formulas?