ery little control over the ingredients the cosmetic firms use when manufacturing their products. Some of the harmful chemicals include formaldehyde, coal tar and hydroxyl acids that are carcinogenic and may cause cancer hence such components should not be used and if used then should be in very minimal quantities (Phillips 99).
The working thesis for this particular essay is, “the role of advertisement in promoting Maybelline cosmetics” and from this thesis various aspects of product advertisement have been exemplified. Tom Lyle promoted his cosmetic products by packaging them in golden casings and placed advertisements on magazines like the Deliniator and the Pictorial Review magazines to gain publicity and attract more clients (DeNavarre 48). He made use of convincing words and eye catching pictorials to catch their attention. Advertising for Maybelline, he claimed that the product softens and moisturizes the eyelids and eyelashes. It also makes the hair have a deeper color and promote its faster growth. He also made use of affirming words like Maybelline is a genuine, natural, safe and authentic product that has been used by millions of women in the cosmetic industry for over a decade with perfect results and no side effects whatsoever.
These strategies worked the magic of creating a reputable image for the product and convincing many women and beauty pageants to use them. Marketing strategy is a layout plan by an organization to promote the sale of its products and attain substantial publicity among its target customers. It basically entails examining the market situation and the competitors and analyzing the target market before settling on the most effective distribution channel. Identifying an appropriate marketing channel is critical as it determines how the products will get to the target consumers. Some of the marketing strategies documented by Wilber Alberts in his Journal on, Marketing Strategic Models included pricing strategy, product differentiation, SWOT analysis concept, branding, internet marketing strategy and advertising strategy (Alberts 43).
After critical analysis of the market, a business firm can narrow down to specific marketing strategies that will best suit their products. For instance, pricing strategies has been used by Alvimias Company to promote their beauty products by lowering their prices below the market price so as to attract consumers in the highly competitive cosmetic industry in Taiwan. The company registered a 50% increase on sales after cutting down on the prices of most of their products (Alberts 43). Maybelline Company made use of packaging and advertising strategies to promote their cosmetic products.
They packed their makeup with small bristle brushes; mirrors and user guide booklets to ensure new clients use the product in the correct manner and with much ease. The company has heavily invested in advertisements because they have been the major driving force behind their success over the years. For instance, the company spent over one million dollars on advertisement between 1915 and 1929 (Williams 69). They featured most prominent personalities and actresses hence the company had to spend heavily to hire such personalities but the ultimate proceedings from their sales were far much higher than the expenses. For example, the vamp look on actress Pola Negri significantly promoted the eye make-up from a section of her fans who wanted to look like her hence promoting its sales across the globe. Hence advertising strategy played a critical role in establishing the Company in the industry.
Some key highlights in this particular advertisement that contrast with the reality on the ground include the aspect of Maybelline being considered as a natural product and yet it contained a mixture of chemical ingredients and synthetic compounds that are far from natural in fact compounds such as aluminum oxide used as an ingredient, was found to cause inflammations resulting in skin acnes. Also the company’s slogan, “Maybe She’s Born With It. Maybe It’s Maybelline” does not hold water as the