The Design Secret of the Cosmetics Packaged Marketing

Sun Mou

Shandong Cosmetics Industry Association

The cosmetics industry has entered the era of professional marketing, advanced promotion, refined service, and scientific design of customer order marketing.The previous era of one lipstick or one mascara marketing, or one BB cream to be performed as the terminal strategy has gone.Consumers have been through ignorant to rational and to today's professional consumption era.As brand owners and agents, as well as store operators, it is a must to possess industry knowledge and professionalism to better serve customers.Sometimes customers are more professional than the sellers, under this situation, there will be no way out for the old service style.

It is necessary for make-up products to have major items, such as the Carslan's Big-eye series, Marie Dalgar's Color box and Lanchen's foundation concept, which is the marketing positioning of the makeup brand.The makeup is one of the fashion elements, so the celebrity endorsement star effect is also a good strategy.However, it is not advisable to weaken the masculine features of men or feminine features of women.For example, Marie Dalgar does not advertise, nor ask for a spokesperson.Its ten years of efforts achieved its makeup leading position, starting with the essence of the product and fashion elements.No matter what era it is, the product is the best spokesperson for the brand.

Advance design of packaged marketing for customer orders

The customer order design is to design the consumer package in advance.The concept of the package sales has been used in various industries; however, it is not widely applied in cosmetics industry.Now the industry only uses a simple marketing method of giving customers as much as they buy, which is a simple way for customers to choose whatever they want in one brand.It is unlikely to make a big customer order by such a simple mode, but is only achievable through the scale effect.

The customer order design is based on the system, price, and quantity of the product, and the combination and composition.The customer does not simply purchase one product, but chooses a systematic package, for example, a lip package, eye products package, facial package, extending to the lip and eye package combination, and then to the lip and eye and facial package combination.For example, based on the basic consumption package, a lip package is about 200 yuan, an eye package is about 200 yuan, a facial package is more than 300 yuan, a single package is more than 200 yuan, and all packages cost about 700 or 800 yuan, so salesperson won't be tired.Many makeup artists are busy selling more than 1,000 yuan in one morning, and some days they only have no more than 1,000 yuan sales performances, so designing a consumption package is a good way to improve the sales performance.

Eyebrow series of customer order marketing

To be suitable for young consumers, it is advised to promote relatively exaggerated and new products, for example, first-class mascara products.The color of facial products needs to be bright and trendy to be in line with fashion trends, and in line with new consumer groups for personality and self-expression requirements.Whether the product is low-grade, midgrade and advanced-grade, the color combination system needs to match other combination to achieve a better makeup effect.Such a combination package is generally more than 1,000 or even 2,000 yuan.In this way of sales, the makeup sales of the makeup artists are more than 10,000 yuan per day.

The package series include lipstick and lip balm, eye shadow, eyeliner and mascara, face makeup, blush and color combination, etc.There are about 10 products, so the sales of order are basically above 1,000 yuan.

Idol selection series of customer order design

At present, many brands rely on internet influencers, stars, idols, etc.to attract consumers.Idol selection is born at the right moment.It is the product that the stars are using transplanted and grafted to consumers.Fans will purchase what idols are using without hesitation.Truly, we need to consider the customer's purchasing capability.To do the idol selection, we needs to master the consumer price, which cannot be higher than 2,000 yuan, the basic minimum design package should not be less than 500 yuan, the intermediate package should not be less than 1,000 yuan, and the senior match should be no more than 2,000 yuan.

Idol selection needs to be considered, including idol core product combination, main product matching package, and extended product matching package, etc.For example, for customers with strong purchase capability, it is advised to design all-star series product packages, between 2,000 and 3,000 yuan.The package design and product combination are mainly based on customer preferences and power of consumption.The performance cannot be separated from the actual situation.

Beyond series of customer order design

There are two levels of concern for beyond series.One is the product that the customer has never used before; the other is the color system that the customer has never used, and the consumer price that has never been used for a long time.This indicator is very important.The first challenge is the power of consumption, the second is the challenge of makeup color system, mainly about how the emergence of a new self, new makeup and new consumer concepts can be presented through the beyond series.

Some people say that there are many shades of color makeup that are not easy to sell.In the end, they are all destroyed in the warehouse.This is indeed common.There are many agents who have hundreds of thousands of goods scrapped, and thousands of products in the store are scrapped.In fact, it is because of failure in using product features, professional marketing methods, and scientific promotion.Based on the characteristics of the products, we should have comprehensively considered the characteristics of consumers, regranting the advantages and new vitality of the products, allowing the products to function to make customers feel the new trend, letting customers find a new self.Whether it is the sales industry or the service industry, it should be based on the two core elements of products and customers.If you don't prepare well, you can only pay for it yourself.

Star series of customer order design

The star series represent the red carpet.For specific occasions, customers need specific makeup, such as attending evening parties and dinners, wedding celebrations, opening ceremony and large-scale occasions, or taking the stage to receive awards.They need to express their personality and highlight themselves.Such customers need a design with a full range of products, or the most high-end system products, or the most luxurious consumer package to meet customer needs.

The stars series package mainly emphasize on the sensitivity coefficient of the product.If the sensitivity requirement cannot be taken into account, even if the customer spends a large price, it will not achieve the expected effect, that is, the change in the sunlight after the customer finishes the makeup, or under the light, can highlight the makeup and beautiful image, and even give the customer a sense of reincarnation.It is highly regarded to satisfy the customer's desire for demonstration and vanity.Only by satisfying the customer's demand for style can the customer be satisfied and come back to shops again for consumption.The current store is still in the era of the first-level, so it is not able to increase Units Per Transaction (UPT).It is also difficult to use professional technology and professional level to create makeup and customers to improve sales.

Luxury series of customer order design

This series is for small bosses, the middle-class self-employed, and white-collar who are high-income groups.Especially the 70s and 80s, the wealthy customers and high-consumer groups, need to be provided the design of the most luxurious packages, because they are getting old.It is necessary to satisfy their demand through makeup to regain the youthful feeling, and to regain a superior feeling through consumption.

The luxury series design is to choose the most expensive product system of the brand.The highest customer design has the most product design and the most complete product design.The highest product demand creates the largest customer orders.

The sales channels are becoming more and more abundant, and the consumer groups are diversified.For retail stores, the number of customers is decreasing year by year.It is necessary to improve the sales skills by improving the service level, and improving the sales performance of the retail stores through professional sales levels.Sales technique determines sales performance.

The previous model of the gimmick is inadvisable.If there is no theoretical basis, no professional knowledge, no reliable stunts, nor professional sales techniques, the business of retail stores will become more and more difficult.So only by improving the level of specialization and providing better service for consumers, can retail stores have a better way out.To summarize, the more professional and the higher the professional level you are at, the better performance you will get.Thinking is more important than the sales action, and the customer order design is more important than the practical sales.