Successful Beauty Businesses Are Those That Define Their Target Market
By Michelle M Collins

Our lives are awash with images of beautiful celebrities, many still unbelievably fabulous at 40 and 50 plus. Of course they have the time and cash to indulge in top class beauty treatments and personal training sessions while the maid / nanny / personal assistant runs their lives but the end result is that many average men and women aspire to look just as good and will use a range of beauty products in their efforts to keep up appearances.

The beauty industry is highly competitive and with new cosmetic lines being launched regularly only those companies which adopt a savvy marketing strategy to get their products promoted effectively in front of the right target market will see them flying off the shelves.

Beauty business target markets can be sensibly split into specific age groups:

• Younger Women - They may be particularly interested in anti-acne facial washes that really work, light foundations that effectively cover blemishes and fun colored eye shadows.
• Busy 30-Something Women - They long for a foundation that really does have a 10-hour duration as claimed and an anti-cellulite cream that returns their thighs to teenager perfection.
• Mature Women - They will put time-reversing anti-wrinkle creams with super hydration at the top of their wish list every time.

The smartest beauty businesses will employ a professional brand development company to construct the right tone of voice and a great look for each new beauty product to ensure it appeals to the right target market. This will encompass the visual look of the product packaging, the adverts, the words used to describe the product and how it appears on the website. They will also ensure that the brand identity is maintained across the product range.

If the branded marketing material is not developed with the target market clearly in mind, a great beauty product has the potential to be completely overlooked because it isn't clear if it is destined for young lively things or the more mature woman who demands only the best.

So how do�es the target market of a beauty product influence how a professional brand development company will create its overall look, slogan and advertising campaign?

Younger women will be attracted to colorful packaging and adverts using young models that they can relate to. The fun, party aspect is popular for this target market, especially if there is a subtle suggestion that they will become more attractive to the opposite sex. And it's important that products targeted at the younger woman are nice and affordable. Who nailed it? Smashbox cosmetics with the tagline 'We only test on party animals'.

Busy 30-somethings want products they can rely on. They are prepared to pay a little bit more and tend to choose more clinical looking packaging that suggests the product can deliver. If they want to indulge on a great face cream or body cream, they will do as they know they have few treats in their hectic lives. Who nailed it? L'Oreal with its wide range of beauty products and famous tagline 'Because You're Worth It'.

Mature ladies want products that are proven to work. They have more time to choose carefully and are willing to spend more to see real results. Sophisticated product packaging with subtle use of gold and silver will speak to them as will the use of models with a sprinkling of wrinkles in the advertising campaigns. Who nailed it? In a world where youth often equates to beauty, some of the big cosmetic companies who use a more mature model deserve a mention: L'Oreal for using Diane Keaton (born 1946) to promote their Age Perfect facial cream and Dior for using Sharon Stone (born 1958) to endorse One Essential skin care.

A beauty business faces a lot of competition when launching its new beauty product. If the target market isn't clearly defined the brand identity won't appeal to anyone. But by using a professional branding development company the final marketing material will make it perfectly clear who it is intended for.

Michelle Collins is an experienced writer in the field of brand design and website development, and works for New Design Group in Toronto, Canada as VP of Public Relations.

New Design Group is an outstandingly motivated and sought after branding specialist company with expertise in brand identity development, website design, SEM, SEO, and Social Media campaign management. View the New Design Group website http://www.newdesigngroup.ca or visit the Facebook page http://www.facebook.com/NewDesignGroup

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