Cosmetics Advertising

4 Cs Model for cosmetics advertising

  • Convenience
  • Costs
  • Communication
  • Customer needs and values

Focus on something bigger, broader, and more abstract than the item itself

  • Link with and attempt to appeal to basic human needs
  • Example: Make life more fun; wipe years way; Ticket to heaven
  • Focus on internal needs such as
    • Self – esteem
    • Belonging
    • Love
    • Safety

Emotional Persuasion

  • It is not the written or spoken words effective in persuading customers to buy a specific product or product line, but rather the overall tone of the advertisement.
  • Appealing to emotions relies heavily on subtlety, empathy, and perceptions in changing attitudes and encouraging customers to buy.
  • Customers make buying decisions based on perceptions of the psychological effectiveness and ethical appropriateness of cosmetics advertisements.
  • Plays both positive and negative emotions.

Process of Emotional Persuasion

  • Focus initially on arousing negative emotions such as worry, guilt, and concerns over physical appearance.
  • Once those emotions are established, the product’s benefits and features position the product as a way to “rescue” the customer by replacing negative emotions with positive ones the customer may experience by using the product.
  • Example from M.A.C.
    • When a woman wears M.A.C. cosmetics, she feels empowered by her bold choice of makeup. She will feel complete as the full M.A.C experience offers everything a woman could want for makeup. The formula of the products is very high quality, so women can trust M.A.C as a quality brand.