Question

After reading the article Cosmetics branding: how to build a brand in the beauty industry identify a brand of cosmetics that you use regularly.

1) Describe the ‘look’ of the brand- the use of colors, symbols or other visuals.

2) Describe the brand personality: for example, is it fun, flirty or luxurious?  

3) What originally attracted you to the brand?

4) Are celebrities used to endorse the brand in advertising or social media? If so, who are these celebrities and how do they contribute to the brand’s identity?

Answer 1

Brand - L'Oréal

A1. The company uses distinctive color combinations like white and red or black and red or unique colors like purple, golden, etc to distinguish its products from other competitors. This helps in setting them apart from other products on an aisle.

A2. I find the products of the company to be luxurious. From using exotic oils and fruits to providing great nourishment to the skin, the company uses its advertising strategies to place itself as a luxurious brand. Moreover, the product is not just basic skin-care products. Some of them are quite intensive in their approach and provide deeper cleaning and caring, making them an overall complete brand for skincare.

A3. The packaging of the brand was quite expensive looking. I bought it for that reason. But after using the products, I became a fan of its quality and usefulness.

A4. The brand has been endorsed by celebrities like Jennifer Lopez, Beyonce, and Julianne Moore. All of these celebrities have beautiful skin though their skin color is different from each other. This helps the brand in positioning itself as the top brand for all skin types.