Consumers want to have a direct relationship with the manufacturers of the products they use and in order to obtain that they demand constant communication through social media and web pages, where brands’ presence is now vital, since these channels have become a source of frequent consultation. Social media complements, but does not replace, mass media advertising, reaching more traditional consumers and generating massive awareness.
Manufacturers have realised that customers increasingly want products that better address specific conditions or requirements, such as curly or damaged hair, dry body skin, mixed facial skin (dry-oily), blemished skin, or lifestyles such as those of athletes who have specific needs. Therefore, innovations and new launches are focused on targeting this greater segmentation, looking to reach more customers who are contacted through different communication means looking to establish active relationships.
The demand for products that offer multiple benefits is becoming more frequent, as it gives users convenience by reducing the time taken performing beauty rituals but above all allows them to optimise their expenses. The most demanded products are skin care and facial colour cosmetics that incorporate sun protection, but also fragrances with additional beneficial effects for health and anti-stressor relaxation.
Local companies create their products focused on the mass market enabling them to generate economies of scale, since many of them do not have significant presence abroad as multinationals do. However, within the mass market they are differentiated between those that target low-income households and those that seek to sell to middle-income households or even high-income consumers, because they recognise that within the mass market there is a wide range of prices and consumers They are highly sensitive to cost, being a decisive factor in any purchase.
Beauty and personal care companies recognise the importance of online selling and internet marketing but many manufacturers do not directly engage in these processes, since they rely heavily on retailers. Department stores such as Saga Falabella have developed successful online strategies and this has helped categories such as fragrances, colour cosmetics and skin care in both premium and mass segments.
All those brands that focus on retail need to have presence in multiple channels, especially considering the traditional ones that represent 60-70% of beauty and personal care value sales. This is why brands such as Dove, Elvive, Aval, Head & Shoulders and Protex have to be available in small independent grocery stores, in market stalls and in traditional beauty specialists in order to reach consumers across all socioeconomic levels and in all geographical contexts.
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