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Skin care is an important aspect of personal care at any age. Companies spend top dollar developing and advertising skin care products for different skin types, age groups, and lifestyles. Reaching these diverse markets successfully requires time to conduct research, formulate products, and market these offerings to the target audience. Successfully advertising a skin care product requires consideration of several factors.
Initial Steps for Promoting Skin Care Products
These products are used by people from different backgrounds and each segment of the population has different needs. While teenagers may be looking for products that prevent acne, older consumers may want products that slow the skin aging process. The target audience should be identified for each skin care product being developed and promoted. This helps the company select the proper ingredients and learn how, when, and where to advertise the items.
Learning more about a target market includes finding out where these individuals shop, how much money they have to spend, and where they look for product information. It also reveals which product ingredients they consider important. Highlighting the desired ingredients in advertising campaigns provides consumers with information they want. Pointing out benefits of use like smoothing wrinkles or sun protection and providing details about ingredients capture consumer attention.
A low product price and informative advertisement may be sufficient to convert some shoppers to customers. Others may prefer to try the products before making a purchase. Print and online advertising can include offers for free samples, allowing consumers to test products before committing. Including a coupon with a sample increases the likelihood that the individual will buy the product. If the items in the product line are high in quality, a sample should be enough to win over a consumer.
Effective Ongoing Promotion of Skin Care Products
Throughout the marketing process, skin care companies should remain in touch with customers. People who purchase the products are a great source of information about the pricing, packaging, and quality of the product. They will also provide feedback regarding promotional efforts. Surveys effectively solicit this and much more information, doing so in an unintrusive way. Survey questions may include skin type, where the products were purchased, how often the products are used, whether the items have caused an improvement in skin. They can also solicit feedback regarding the likelihood of recommending products to family or friends.
Surveyed customers who provide positive feedback regarding products can be asked to give testimonials that will be incorporated into future advertising efforts. Testimonials can also be solicited on product packaging and via the company website and email communications. They can be included in those locations and in email newsletters, product brochures, advertisements, and the company website.
Reading about positive results experienced by others should encourage prospective customers to make purchases. Testimonials make a brand more credible and help reach various target audiences. As new customers try the products, their feedback can be solicited and incorporated into new advertisements. Viewing advertising as an ongoing process rather than a once-and-done technique creates results that are more effective.
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