(Edited Post)
With many makeup brands vying against each other for buyer attention and consumer purchase, how can companies gain loyal following among beauty fanatics?
As a simple makeup buyer, these are my considerations: quality, product indispensability and versatility.
Brand reputation may give assurance of quality but these days, consumers are also looking for practicality in every product buy.
Practicality does not always equate to price affordability of a brand but its flexibility to permeate into the daily lifestyle of a consumer.
Beauty junkies cannot always go around with bulky cosmetic luggage. Cosmetic kits are usually small enough to fit in a regular bag.
So when a woman picks a cosmetic - which ones stay and which ones get tossed around for another day use, brands should make sure their products are worth keeping in the daily vanity kit of a woman.
Can your product stand alone and have no need to be complemented by other beauty products? That's indispensability.
For example why would one need a foundation for daily use if a bb cream would suffice to give light to medium coverage; has pore concealing benefits enough to forego a concealer; and a sunscreen protection to do away with messy facial lotions?
Meanwhile why keep a lipgloss when a cream cheek cum lip tint and eyeshadow color, all- in- one makeup would do away with the rest of a woman's cosmetic items? That's product versatility.
And so sometimes I just have to choose which products get to stay in my bag and which to hold on to in the makeup case, 'till spring cleaning comes.
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