Cosmetic Marketing Conference, Research Paper Example

Brief overview of product or service

As explained earlier our aim is to launch new cosmetic products in UK market. Cosmetics products launched by us will be organic in nature. The growth of advent synthetic cosmetic usage has given rise to higher usage of chemical based products especially among consumers of different age group and the rate usage in the beauty salons has grown rapidly (Betton, 2007). Natural and organic products are in great demand in UK and our product will come with in offensive and natural ingredients. It is a known fact that cosmetic products can not be made with out emulsifiers. Our aim is to use surface active emulsifiers derived from sugar esters and plants or plant like matters. We will use only natural preservatives like citric acid or soft synthetics like salicylic acid or benzoic acid which is mild on skin. We aim to use green chemistry and thus the products will be soft on skin with very limited number of synthetic material present. Any additives like perfumes will be purely natural. We also aim to abide by any standards that are in existence for organic cosmetics. Our product will be assured of its natural contents in two stages, during manufacturing and the final product. All the ingredients both natural and synthetic will be clearly mentioned on the label and the percentage used too will be given. By introducing natural and organic products that are having medicinal value we aim to gain new customer base in UK cosmetics market.

Core strategy

According to Dayan & Kromidas (2011), the demand for anti-aging and anti-spots skincare products are some of the greatly demanded products in UK market and consumers are even ready to pay premiums prices. We aim to set our products apart with consistent branding, creative packaging and product positioning as the most important marketing strategy. We will highlight the factors like usage of natural ingredients of organic and natural nature in greater quantity controlled by any specifications in this regard that is in existence in the industry. We also aim to highlight that our products are controlled during manufacturing and as products itself. We would focus on product leadership. We will provide with innovative products year after year and thus the focus is on product performance. With this we aim to increase organic content in our products every time any change is made. We will also consider demand from customer and market with regard to cosmetics while introducing changes. Our top priority is to make our products as natural as possible by reducing synthetic contents and thus make it soft to skin and avoid any side effects. For this we will rely on to various sciences dealing with natural medicines and cosmetic usage of natural objects and one such science is Ayurveda (Charleson, 2003).

Product positioning

With product positioning we will differentiate our product from similar ones, address criteria for increasing purchase by customers and key characteristics of products will be articulated. We will provide more transparency and clarity about the percentage of organic and synthetic ingredients in our products. Marketing campaigns will be arranged as part of product positioning and the highlight will be unique quality of our product or how pure it is in comparison to other organic cosmetics. We also aim to focus on effect of our product on skin of those who are using it, how it makes the difference and this will be explained in our advertisements and campaigns. This will help our target customers to get an understanding of the method in which they are benefiting from our products in comparison to others. We will also mention the basics on which we rely on like science, production methods like cold compressing of oils used in products etc. We also aim to provide separate campaign aiming various target markets and thus concentrate on the issues faced by them and describe the solution we are providing through our products.

References

Betton, C. (2007). Global Regulatory Issues for the Cosmetics Industry. London: William andrew.

Charleson, M. (2003, May 6 -12). Successful companies define core, supporting strategies. Business in Vancouver, pp. 13 -14.

Dayan, N., & Kromidas, L. (2011). Formulating, Packaging, and Marketing of Natural Cosmetic Products. London: John Willey & sons.