FASHION APPAREL AND ACCESSORIESUNIT 2

COSMETICS

Cosmetics:Articles other than soap that are intended to be rubbed, poured, sprinkled or sprayed on the person for purposes of cleansing, beautifying, promoting attractiveness or altering the appearance.

Kosmetikos – Greek word means “skilled in arranging”.

Women spend an average of $15,000 on makeup in their lifetimes

 The average American girl begins using beauty products at around age 13 or 14 

Industry Trends of Cosmetics:1.When sports clothes are in and the no make-up look is popular, cosmetic industry responds with low-key cosmetics

Industry Trends of Cosmetics:

2. When bright colors and elaborate clothes are in style, cosmetic industry responds with more make-up and brighter colors.

The cosmetics industry is dominated by personalities:

1950’s-70’s • Elizabeth Arden• Helena Rubenstein• Charles Revson• Max Factor• Estee Lauder

1980’s• Adrien Arpel

• Merle Norman

1990’s• Bobbie Brown• Andrea Jung (Avon)• Smashbox Cosmetics  (Dean &Davis Factor)

https://www.youtube.com/watch?v=3myssEBUnTo

https://www.youtube.com/user/bobbibrown

•MAC •Urban Decay•Clinique •Bare Minerals

OUR MAKEUP TODAY

http://www.maccosmetics.com/whats_new/14255/New-Collections/Pure-Healthy-Face/index.tmpl

To keep customers buying new products and new colors, manufacturers constantly update and ship new items to the retailer.

Rubber-banding – cosmetic products that can be returned to the manufacturer and replaced with other products, if not sold within a specific period of time.

Retailers never have to markdown their cosmetics.  (Other industries allow returns only for damages, over-shipments or wrong shipments)

Here are the two best makeup return policies:CVS Pharmacy:  You may return beauty items open or unopened within 30 days.Per their website:Our hassle-free return policy allows you to return nonprescription products to any CVS/pharmacy store or by mail within 30 days of receipt. 100% satisfaction guarantee on beauty purchases.Be 100% happy or receive 100% money back on any beauty products. If you’re dissatisfied for any reason, you can return the beauty product (opened or unopened) along with your receipt or invoice to any CVS/pharmacy store. We’ll refund the full purchase price — no questions asked!

Rite Aid:  You may return beauty items open or unopened within 30 days.Per their website:The Rite Aid 100% Risk-Free Beauty Guarantee.Any opened or used beauty product of any brand name can be returned for a full refund when accompanied by a register receipt. Beauty categories subject to the guarantee are skin care/depilatories, sun care, bath/soap, hair care (shampoo, conditioner, styling and professional), hair color, cosmetics, ethnic beauty aids, fragrances, cosmetic organizers and personal care appliances

Private label manufactures- produce merchandise to specification under the brand name of stores.

Ex: Volage; Neiman Marcus, Bloomies; Bloomingdales

Federal Cosmetic LawsThe 1938 Federal Food, Drug and Cosmetics Act was the first federal law controlling cosmetics.

•  The first is to protect the public's safety—the FDCA mandates the safety, purity, and in some cases the "effectiveness" of the products within its scope.

• The FDCA's second major goal is to disclose information—the statute requires truthfulness and completeness in product labeling and other marketing communications.

1.Manufacturers of cosmetics are prevented from using potentially harmful ingredients and from making exaggerated claims about their products.

2.Adulteration (diluting) and/or misbranding are forbidden.

Federal Cosmetic Laws

4.Cosmetics must bear a list of ingredients in descending order by weight.

3.Safety of color additives must be approved.

Federal Cosmetic Laws

Fragrances – includes cologne, toilet water (lower priced, less long lasting), perfume, after-shave lotions.

Perfumes are worn predominately by women 25-44 years old

Target Marketing – an audience that has the most potential as product purchases.

The ability to attract the target customer is an important factor in the success of any fragrance.  The success of a perfume depends on attractive packaging & aggressive promotion.

Ex. Calvin Klein’s Obsession was designed to evoke a mood or emotion.

https://www.youtube.com/watch?v=_ZAZD3ylG6Y

https://www.youtube.com/watch?v=7fNuTf76FlE

https://www.youtube.com/h?v=Lv_5sVCuXQ8watc

taylor swift perfume commercial 2014

1. National Advertising

2. Premiums – a gift with a purchase offered by a manufacturer to promote a product.  (Originated with Estee Lauder)

•Gwp = gift with purchase

•Pwp = purchase with purchase (specially priced purchase) ex. umbrellas, tote bags

3.Direct Mail

4.Scent & color strips

Cosmetic Industry Growth• Sun care products

• Anti-aging products

• In-store salons

• Computerized displays

• Children’s fragrances

Marketing of Cosmetics & Fragrances1.Distribution

a.Franchise Distribution the manufacturer sells directly to the retailer (no middle man)

b. Mass Distribution (middleman)  Cosmetic market involves drugstore, discount stores

Ex Revlon, Cover Girl, and Maybelline are sold everywhere

Franchise Distribution is more selective. Allows for greater control over • Pricing • Product display • Selling techniques

Mass Distribution • Maximum exposure• As many sales opportunities as possible

Any line distributed to more than 5,000 doors is considered popular.  

Any line distributed to fewer than 5,000 doors is considered limited.

Brand-line representative – a trained cosmetician who advises customers in the selection and use of a specific brand of cosmetics, and handles the sale of that brand in a retail store.  Ex. MAC,Clinique

Clinique dress code • Clinique make-up: (full face)• Shoes: black professional• Jewelry: minimal, no drop earrings• Earrings: pearl, diamond stud, silver no larger than a quarter

• Hosiery: black, nude or ivory