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

• Appeal to basic human needs
• Example: Make life more fun, wipe years away, a 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 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 you establish those emotions, the product’s benefits and features position the product to “rescue” the customer by replacing negative emotions with positive ones the customer may experience by using the product.
• Example from MAC.
  • When a woman wears MAC cosmetics, she feels empowered by her bold choice of makeup. She will feel complete as the full MAC experience offers everything a woman could want for makeup. The formula of the products is very high quality, so women can trust MAC as a quality brand.