Question

Q: 1. Describe THE COSMETICS product.

(a) IN REGARD TO THE COSMETIC PRODUCT, design the research procedures that will enable data collection and analysis of the effects of the different components of the marketing mix on each other and of their importance to the customer base.

(b) Nominate the sources of data (primary and/or secondary) you would choose to access and explain why you would use those sources.

(C) What data would you collect?

(D) What procedures would you follow to analyse it?

(e) How would you use the results?

2. IN REGARD TO COSMETICS, Explain why this type (THE ABOVE) of research, testing or trialling is necessary?

Answer 1

Cosmetics products are used to enhance or alter the appearance of the face or fragrance and texture of the body. Many cosmetics are designed for use of applying to the face, hair, and body. They are generally mixtures of chemical compounds; some being derived from natural sources (such as coconut oil), and some being synthetics or artificial. Common cosmetics include lipstick, mascara, eye shadow, foundation, skin cleansers and body lotions, shampoo and conditioner, hairstyling products (gel, hair spray, etc.), perfume and cologne. Cosmetics applied to the face to enhance its appearance are often called makeup.

This seems straight forward until you look at the full range of products that might fit this definition.

1. soaps and other body cleansing products;
2. creams, lotions, face masks, powders and colours for the skin, eyes and lips;
3. shampoos, lotions, oils, waving agents, fixatives, bleaches, dyes and dye removers for the hair;
4. lotions, polishes and colours for the nails;
5. hair removers;
6. skin bleaching and skin tanning preparations;
7. toothpastes and other oral care preparations;
8. antiperspirants, deodorants and other personal hygiene products;
9. perfumes and other aromatic substances

Research procedures that will enable data collection:

Data capture cards can be used with loyalty schemes where customer information is captured at POS tills during the transaction. These best practices can now be seen in almost any stand-alone cosmetics store, but new developments have now been implemented and the face of customer interaction has changed yet again.

Cosmetics companies large or small are able to collate a wealth of customer data to help drive their business. However as cosmetics and beauty products are so personal, gathering anything other than sales and consumer behavior data can be difficult, time-consuming and expensive.

Data companies can help beauty brands gather comprehensive consumer data by offering its customers opportunities to win beauty products in exchange for answering questionnaires. These questions can range from detailed everyday beauty regimens to personal interests. With these detailed customer preferences, companies can make vital decisions from product development, marketing strategies and even identifying new markets.

Analysis of the effects of the different components of the marketing mix on each other and of their importance to the customer base:

Brand personality includes the look and feel of your business, a moral standing, a temperament and a physical appearance. For example, if you intend to market your cosmetic product as a fashion-forward, trendy brand, your marketing collateral should make good use of color and design that appeals to a younger demographic with smells and textures that are light and airy. Launching a luxury product aimed at an older demographic should have a traditional, opulent feel with richer fragrances and a thicker, fuller texture. These factors lead to your cosmetic brand personality, an essential component that leads to product positioning in the marketplace.

Sources of Data:

Primary:

Questionnaires : brands can gather comprehensive consumer data by offering its customers opportunities to win beauty products in exchange for answering questionnaires. These questions range from detailed everyday beauty regimens to personal interests.With these detailed customer preferences, companies are able to make vital decisions from product development, marketing strategies and even identifying new markets.

Social Media : A social media presence is key to any brand however, consumers are now using these platforms as a direct link to companies to voice concerns or complaints.

Online content : According to Google, 66% of beauty product buyers say YouTube influenced their purchases by helping them visualize how products fit into their lives. With this in mind, cosmetics brands are now following in the footsteps of fashion retailers by creating original content alongside their product mix to increase brand awareness and help with SEO.

Secondary:

Buying Behaviour

Personal Habits

Account Profiles

These are the types of data that we can collect.