User:Mynw12344/Cosmetics advertising

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is the promotion of cosmetics, perfumes, and toiletries

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The main advertisers of the cosmetic industry are L'Oreal and  Est'ee Lauder Company. With L'Oreal having a 16.8% market share and Est'ee Lauder Company having a 10.9% market share. Other market leaders include Procter & Gamble Company (9.3%), Revlon Inc. (7.1%), Avon Products Inc. (4.7%), Shiseido Company Limited (4.2%), Coty Inc. (3.3%), Kanebo Limited (2.1%), Kose Company Limited (2%) and Chanel S.A. (1.7%). L'Oreal is the owner of 36 major brands including, Lancôme Paris, Kiehl’s, Giorgio Armani, Yves Saint Laurent, Biotherm, Helena Rubinstein, Shu Uemura, It Cosmetics, Urban Decay, Ralph Lauren, Mugler, Viktor&Rolf, Valentino, Cacharel, Azzaro, Diesel, Yuesai, Atelier Cologne, Maison Margiela, Prada, Youth to the People, Aesop (acquisition),  L’Oréal Paris, Garnier, Maybelline, NYX, Stylenanda, Essie, Dark and Lovely, Mixa, MG, Niely,  La Roche-Posay, Vichy, CeraVe, SkinCeuticals, Skinbetter Science, L’Oréal Professionnel, Kérastase, Redken, Matrix, Pureology. The company spent 3.04 billion in advertising in the United States. Est'ee Lauder is the parent company of many major cosmetic companies. Besides being a brand by itself the company owns 23 other brands including Clinique, Aerin, Aramis, Origins, M.A.C, Bobbi Brown cosmetics, Aveda, Jo Malone London, Bumble and Bumble, Darphin Paris, Dr. Jart+, Editions De Perfums Fredric Malle, Glam Glow, Kilan, La Mer, Lab Series, La Lobo Grasse New York, Niod, Smashbox, The Ordinary, Tom Ford Beauty, and Too Faced. The company spent $1.33 billion in advertising and promotion in the fiscal year of 2002.

(Advertising) strategies

Major players within cosmetic advertising use various strategies to increase customers. In recent years due to the rise in technology and social media use of the following strategies has become more frequent.

Influencer marketing is a common practice used by cosmetic companies to advertise to the followers of content creators within social media. Influencers work as opinion leaders on what products they deem as relevant or irrelevant. People acknowledge what influencers say and often are led to buy what is described to them in a positive way. E-commerce sites are usually linked by these opinion leaders to create an easier purchasing process and increase quicker sales. E-commerce is largely used in the cosmetics industry. Since the rise of social media use and online shopping during the pandemic phase of Covid-19 most companies now offer online services.

The practice of branding includes the creation of brand identity, personality, product design, logos and trademarks, brand awareness, and brand loyalty. Est'ee Lauder has a perfected marketing technique of allowing each brand to have its own kind of advertising, upholding its own global image with a specific logo and recognizable packaging.

criticism ( Photoshop) The practice is very popular within the industry leading to a ban on the use of Photoshop in 2012 by the National Advertising Division (NAD). Following an advertisement by CoverGirl that exaggerated the effects of a mascara product. However, the use of Photoshop is still heavily prevalent in cosmetic advertising

Language

Within cosmetic advertising there are many features and devices used to make advertisements effective. The devices that are explained here are some of the main uses of language within the production of cosmetic advertisements.

The use of adjectives within cosmetic advertising is very common. An example of this would be the quote, "Discover a dermatologist’s way to reveal fresh, new, healthy skin", from a L'Oreal commercial. Advertisements generally contain more adjectives than general spoken English. Numerous adjectives are used to describe what the product is and how it is. Which can be identified within the L'Oreal commercial quote. However, the use of verbs in the same instance is low. An example of this is within a lipstick commercial for the company Chanel, "Sheer brilliance. A shiny kiss of crystal color." The main verbs used within advertisements include make, protect, discover, build, provide, feel, show, help, clean, love, keep, wear, wash, bring, give, use, take, look, need, and like. All of which represent an easy to remember action. If the words within an advertisement do not come with easy understanding it limits potential consumers and will not complete its desired effect. A minimal amount of words is the superior method. This is often executed with the use of noun phrases. The noun phrase is a phrase filled with nouns and often, modifiers. An example of this is the phrase, "fast-foaming, quick-acting shampoo; natural, a fresh, healthy-look pressed powder and water-based liquid makeup." Another convincing use of language is the use of metaphor. They are used as another form of comparison. For example, in a Clinique skincare advertisement, this phrase was said, "More moisture, and what a relief--same addictive feel. The signature line is “Never go thirsty again." Advertisements also often give personality to the advertised products, facial features, and hair. This makes the advertisement more glamorous and attractive to the viewers. The brand Olay used the literary device of personification in a mousse cleanser advertisement saying, "With OLAY mousse cleansers you can also moisturize or refine the look of pores, even fight aging appearance." Viewers and customers then personalize products and perceive the products as more acceptable to use.

Cosmetic advertising continues to evolve and affects customers' consumption and the frequency of their buying. Advertisements contain the kinds of text that combine an informative, aesthetic, passionate, and articulate tone. The numerous features, devices, and uses within cosmetic advertising display its difference from other advertising industries and prove that it contains its own language. The text is often more persuasive than other advertisements. They tend to play on human features in order to sell a promise for different more desirable features. The language used can be described as very interesting and to the point. However, the advertisements do offer a positive aspect when it comes to viewers and consumers. They have the ability to get a large amount of information on products in a short period of time. Longer descriptions of products often cause viewers to change their ideas about becoming consumers and change the loyalty of customers.