So what is branding? And why is it so important for both business and customers? Branding goes way beyond just a logo or graphic element.  When we think about a brand, we really want to think about our own entire customer experience… Everything from the logo to the social media experiences. When we look at this broad definition of branding, it can be a bit overwhelming to think about what is involved in the brand. Thus in short, brand is the way customer perceives you.
“It should be positive, easily remembered and stand out from the competitors.”  So in the cosmetic industry, many brand have changed their strategies in order to be different from others and attract more customers. Follow me, I will give you some examples, which are popular in the world.
First one is LUSH cosmetics, which established in 1994 (Jenny, 2012) is a UK based producer of fresh handmade, ethical beauty products (ICMR, 2007). The company stands unique from the others in the industry through its green behavior of being against animal testing (Buchwalter, 2007), eco-friendly packaging and the use of organic material to make their products (Jenny, 2012). Instead of this, LUSH has also implemented its brand positioning internally using brand mantra.  “Fresh handmade cosmetics”, as their brand mantra, guides their marketing efforts. So through these years, Lush becomes more and more popular all over the world.
Another one is Mac cosmetics, which started in Canada by Frank Toskan and Frank Angelo in 1984. However, Estée Lauder gained controlling interest in MAC in 1994 and finalized their acquisition of the company by 1998. The new MAC owners have continued on with the MAC AIDS Fund, a program where the sale of MAC’s Viva Glam products provide help men, women and children living with HIV and AIDS. （This is what we mentioned in our last article.）From then on, everything changed. Color palettes have been developed by MAC Cosmetics for every possible shade, tone and type of skin. Well over 160 shades of lipstick and 150 shades of eyeshadow have been created to date with numerous finishes. In addition, MAC consistently releases fresh, new, limited edition collections. What impressed us most is that MAC doesn’t use advertising to drive their sales. They don’t try to talk people into buying their cosmetics. Instead, most of their sales are driven by their celebrity endorsements (professional makeup artists, models and celebrities alike), constant word-of-mouth promotion and continued loyalty of current clients. So that the brand is sold in over 50 countries around the world, which is a huge success in this field.
In conclusion: Brands outlive products! Brands convey a uniform quality, credibility and experience! Brands are valuable! So it is really important to improve the brand image or do the brand evolution according to the current market and match the needs of customers!
Your devoted concealer indulger Mingzi, S
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