Creating production injection moulds in a facility without a tool shop is a huge challenge. Managing a company department that must simultaneously secure ongoing production and create new moulds may generate delays and many other unforeseeable events. Ultimately, however, the development of our company in this direction is proving to be very beneficial, as it gives us unlimited control over the whole process – from the idea to the finished product. So how do we use this competitive advantage at Politech?
Many people cannot imagine their life without social media, and it has also become an important part of the marketing strategy employed by big companies. Being present on social media involves increasing the prominence of web pages, reaching different groups of recipients using particular distribution channels and improving the image of a company. However, long-term solutions that establish a relationship with the brand’s fans and go beyond average shopping process are the most important aspects. The so-called “Social Media Ninjas”, i.e. the people who are very knowledgeable in the world of social media pages, emphasise that nowadays there is no better place to meet a client than on the Internet, since Facebook itself serves 2 billion users worldwide every month.
Where are cosmetics companies and how do they operate?
A few years ago, there was a boom on the social media market that left many companies abusing these websites. Memes were spread around the internet showing the profiles of the companies that were inadequate for platforms such as Instagram. Nowadays, the companies are smarter and they know that social media choices must be well-thought-out and carefully planned. The most popular platform among cosmetics companies is Facebook, where the number of likes on some profiles is really spectacular. Some examples include L’Oreal Paris with 34 million followers or Avon and Nivea with over 20 million followers.
The second most popular platform for cosmetics brands is Instagram. This platform, which focuses on aesthetics, is perfect for the beauty sector. Brands such as MAC Cosmetics or Kylie Cosmetics are followed by around 20 million users. Vichy and Nivea have a little lower results because their Instagram profiles are divided between different countries. L’Oreal also faces decreased popularity on Instagram compared to Facebook because the company divided their Instagram accounts depending on the types of beauty care – hair, professional cosmetics etc.
The third platform that is worth discussing is Twitter. The unusual mini-blog form of this platform does not attract as many users as the previous two websites. Let’s just look at L’Oreal, which has only 23 thousand followers there, and it is enough for us to know that this is not a good website for cosmetics companies.
Polish cosmetics companies
The number of followers among the Polish cosmetics brands on Facebook, Instagram and Twitter is very similar, just as in the case of the biggest international brands. When it comes to Twitter, some companies do not even have verified accounts and reach a mere 1,400 followers. On the contrary, there are companies on Facebook, such as Inglot or Semilac that are followed by 520 and 570 thousand users respectively. The results of these companies are not much lower on Instagram where other Polish brands, e.g. Bielenda or Eveline, are doing really well.
Strategy for managing a social media account employed by cosmetics companies
The most popular strategy followed by cosmetics companies in social media is adapting the content to the beauty and fashion context. In order to publish interesting information from different areas and in different forms – photos, video, infographics etc., it is important to focus on content marketing. No one can become successful in the social media world with annoying marketing and worthless content. The purpose of social media websites is to provide good entertainment, and not attack customers with advertising and direct marketing.
What is the right direction?
The studies show an increasing interest in video content among customers. Excellent quality of the image and sound, great editing and storytelling are becoming more and more popular. This is why different types of videos are used, and short vlogs are posted on Instagram, not to mention YouTube which also belongs to the social media world. Reddit is also gaining in popularity, however its use among cosmetics companies may be limited, similarly to Twitter, LinkedIn or Google+. It is difficult to estimate the status of Facebook from a long-term perspective since it, following scandals over personal data leaks, faces an image crisis and more companies, such as Mozilla, are pulling out of the platform.
This is why, instead of opening new accounts on the platforms that are not appropriate for our sector, cosmetics companies will focus on video marketing on YouTube in the near future and on improving their activity on Instagram, posting interesting content in captions. It is also worth considering full implementation of social media into the brand, following the example of Juice Beauty. The company created a nourishing face mask, making sure it was designed to look great on photos with Instagram filters.
Stress, putting our professional life before private matters, constant haste in all daily activities, eating on-the-go, a lack of sleep, no time for our family… These things are typical of contemporary times. And it is precisely them that the increasingly popular Slow Life lifestyle is supposed to counteract. Its characteristics are becoming noticeable in many areas of life as well as in various industries. Similar trends can be observed in the cosmetics market, where both the producers and the consumers are heading towards Slow Life.
The belief that in the past people did not dream about having luxury goods and products made by “known brands” is certainly mistaken. The wealthy often boasted about having fabrics imported from India, perfumes from France, or suits sewn by the best tailors. All kinds of such luxuries were, however, reserved only for the richest social groups.
Bespoke production is beneficial for the customer
Politech offers standardised products such as caps for perfume bottles, rings and jars for cosmetics. Every item and even individual parts of the items may be ornamented using the following methods: vacuum metal coating, UV varnishing, hot-stamping or full body colouring. Other options available: matt finish, glitter or pearl effect. That way, the range of possibilities is really huge and if we sold stock products, it would hamper the imagination of our customers and limit our development.
Shopping for the right perfume
Perfumes perfectly complement our personality and look, make us more courageous and catch the attention of those around us. They give us that special something that makes us stand out, that sets us apart. Good perfume is pricey, and if we want to spend a specific amount on it we should make a choice that we will not regret and that will have a positive effect on how we are perceived by others.
Trends in different sectors of trade and life in the 21st century are changing ever more rapidly, leaving consumers trying to keep up. Of course, those companies that move with the times and quickly adjust their products to trendy colours, patterns, textures, scents, and most importantly, consumer behaviours, expectations and experiences, benefit from doing so.
The appearance of any packaging plays a key role in the shopping process for the customer. What is more, consumer decisions are made in several dozen seconds, with only a few being spent on looking at a single product. The process of ensuring that our goods are the ones that attract the eye of the customer for longer begin with the development of the packaging.
According to one of the most important rules of marketing, a seller should not offer their clients a product, or rather a feeling, experience or dream which the product can accomplish. This rule is well known to perfume manufacturers who certainly do not offer water that smells like orange and ginger but “an oriental and tropical sensation that every strong man who wants to keep it natural needs.”
It might seem that product packaging always corresponds to the value of the commodity. In reality, however, form often alludes to the taste, smell or composition of the product or to abstract values rather than to the actual quality of the content. How to properly select the packaging for a product so as not to let down the expectations of consumers?
Although Slow Life continues to be one of the most influential trends in the consumer market, there is also a large group of people who have a different approach to life. This group of consumers chooses cosmetics with great care, assessing their composition. They also have certain requirements related to life in a constant hurry. Instant Beauty expects quick results, 3-in-1 cosmetics, and products combining care cosmetics with colour cosmetics.
Sophistication, sensuality, luxury, beautiful scents and chic. Why is it that France is associated with these values? Why is it that French perfume is also associated with these qualities? Is it because of the unique plants and climate, which influences the locally-grown perfume ingredients? Perhaps it is so because the French have the best “noses” in the world? Perhaps there used to be real reasons for this, but the advantage of French perfume today only extends to marketing?
The future of online cosmetic sales
The cosmetic market is one of the fastest growing industries in the world. The pace of growth is set by Asia, generating up to 35% sales in this market segment. Global cosmetic sales have been increasing by 6–7% annually thanks to the rising level of hygiene standards and growing consumer awareness, accompanied by increased distribution.
The history of perfume involves more than stories about ancient incense and associated rituals, or the most well-known fashion brands and French manufacturers from Grasse, where tons of flower petals and herbs were transformed into perfume. Unfortunately, it is also a story of filth, stench and very strong aromatic oils, the purpose of the latter being to mask the other, less pleasant smells.
How to reach your target group - Cosmetics for teenagers
Targeting, choosing the target group, and looking for a product niche refers to one particular issue. In order to really understand those terms, it is worth describing them using a specific example, such as cosmetics for teenagers. While creating a new cosmetic line, a company should accurately identify the recipients of their products and select the proper means of communicating with this group.
About creating glass packaging and our cooperation with Heinz-Glas Działdowo
After years of collaboration, relations between business partners begin to look routine. However, Politech is curious about the world and eagerly discusses issues related to cooperating companies. This is why we decided to conduct a short interview with Monika Kosmala-Sójka, Sales and Marketing Manager in HEINZ-GLAS Działdowo.
Perfumes are designed to captivate with their scent; however, we have known for a while now that we often judge them by their packaging, even before smelling them. Perfume brands have been trying to reach their clients by changing the visual forms of their perfumes, using different methods. Newspaper ads, billboards and TV commercials are just a part of it. Sometimes we may see perfumes in films. Is their presence on the silver screen accidental?
When creating a series for babies, cosmetics producers seem to have reached fertile ground. Parents willingly use protective products for their children in order to ensure proper development without any skin problems. Caretakers are, however, a more and more aware target group and their requirements of products are still growing. The question is, is it worth entering the market of cosmetics for babies?
The preferences of consumers change as quickly as anything in the world around us. Consumer trends can no longer be divided into decades but rather single years, and, in certain industries, even by season. So it is no wonder that companies that are trying to keep up choose rebranding, or at least the gradual revival of their packaging design.
Some substances require a little more attention than others. The reasons are varied. Sometimes a specific temperature must be maintained, on other occasions greater container strength is needed. At other times, the shape must be specially adapted to the form of the material carried inside, while sometimes not only is product safety of concern, but also that of people in its vicinity – as is the case with hazardous agents.
- Elias Bittan
- Topic Entry
- Created 11 Apr 2018
- Modified 13 Apr 2018
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