L’Oreal laboratories’ scientists created an artificial human skin equivalent called “Episkin.†This skin tester has the potential to enhance their knowledge of the skin’s biology as well as avoid using animals for cosmetic tests.Indeed, our evolution, philosophy, and science have now ushered a new perspective on the skin. The forecast of the market on nourishing and anti-aging products is expected to reach $15.8 billion by the year 2010. As a result, approaches to tap into this market have stirred the imagination of every beauty company, prompting them to develop Skincare Marketing techniques for their beauty brands.
Cosmetic companies including Clarins, Cover Girl, Beiersdorf, L’Oreal, and Estee Lauder, are all part of an environment that surrounds the promotion and marketing of products that addresses skin care and make-up. However, beyond scientific research and technology is the positioning of the brand and emotional connection it creates with the ultimate consumers.
Consumers are so diverse – some select only basic cosmetics while some have more intricate needs. Innovative Skincare Marketing is needed to address those needs. For example: Beiersdorf says “Rejuvenate your skin from withinâ€; Estee Lauder says “Every woman can be beautifulâ€; and L’Oreal says “Of course, we’re worth it.â€
Although positive marketing, innovative products, and new technology have validated a new modern perception, everybody still knows that beauty comes from within.
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