Beauty brands fair well in survival of the fittest
(NewDesignWorld Press Release Center) -- As the recession continues to show little signs of recovery in the near future, it’s a case of survival of the fittest in the beauty industry and only the strongest brands will survive.
With less money to spend on luxury items, consumer loyality is important. People are looking for brands they know and trust. They want products they know work well for them and are good value for money. With the national media delivering their top credit crunch beauty tips, older, more reputable brands like Johnson’s Baby Oil and Vaseline are making a big comeback.
The beauty industry thrives on product launches, whether this is the re-launch of an old product like Johnson’s Baby Oil or the launch of a brand new product like Boots’ Protect and Perfect Intense Beauty Serum which successfully launched last week.
A highly successful PR and advertising campaign two years ago for the initial launch of the Boots Protect and Perfect range, ensured sales of the cream soared. The brands new “miracle cream” gained large amounts of coverage in the national and regional media. Twenty-four hours after its appearance on BBC2’s Horizon programme, the cream sold out across Britain. The power of a successful campaign in the competitive area of beauty PR is intoxicating.
In times of hardship, larger, more extravagant purchases are substituted with small luxuries. Designer beauty products are seen as affordable treats for people. Buying a designer lipstick is cheaper than buying the new designer handbag but still allows people the luxury of buying a designer product.
Designer brand Dolce & Gabbana have just launched their first make-up collection following a global advertising and PR campaign endorsed by A-List celebrity Scarlett Johansson. The brand has already proved extremely successful and even had fans queuing before the products hit the shelves. People were forced to join a waiting list to secure their products before the UK release. Whilst waiting lists for the latest designer handbag is not uncommon, beauty wait-lists are rare. As a successful designer brand that has built up its reputation over the past 25 years with extensive PR and advertising across the globe, it now has a loyal following of consumers that even in a recession will continue to buy into the brand.
At the other end of the scales, supermarket beauty brands are also fairing well with Aldi’s award winning “Siana Moisturising Anti-Wrinkle Cream” continually flying off the shelves. Following rave reviews in the media from industry experts, the supermarket own brand product has beaten a number of the more expensive, well-known products in a host of beauty awards. Again orchestrating a successful PR campaign and PR strategy is paramount to the product’s success.
The beauty sector is proving to be one of the more resilient sectors and it is predicted that it will fair better than most in the recession. With like-for-like sales figures showing a growth of 5.3% at premium brand L’Oreal, beauty is reportedly outperforming other consumer categories.
With beauty still seen as a necessity and around 60% of women claiming the recession has not caused them to change their beauty regime or buying habits, it is clear that reputable brands who have spent years building up customer loyality will remain unfazed during the downtown and continue to increase sales and profit and will continue to invest in their PR agency budgets.
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