I have chosen today to speak about new Dove's advertising campaign; even if Dove is not a famous cosmetics brand but a brand which is specialized in beauty products (cream for the body…), I think it's interesting to notice the new brand strategy. Indeed, thanks to a survey realised by dove's marketing department, Dove's employees have noticed that women think that they are not beautiful, they do not feel good in their body, so they have not self respect of them. We can notice that the situation is dificult because when we watch comercials, we watch only beautiful women with beautiful  bodies. So, Dove has decided to set up advertising campaign with women who are not models but women who look like every women. I think personnaly that it's a real good action even if it's not only thanks to an advertising campaign that women will feel better in their bodies but perhaps this campaign could help women who have food problems. To finish, personnaly, I think it's a good action and thanks to this strategy, Dove is likely to attract new women consumers. 

I had to realize a marketing survey for my English course. This report deals with Cosmetics brands like my Blog. The aim of this survey was to know women's opinion on cosmetics market, for instance Cosmetics products which are used by young women, brands which have the most success…

http://www.surveymonkey.com/s.asp?u=315091954358 (The link to see questions about Cosmetivs Brands)

COSMETICS REPORT

• Executive summary

We were contacted by Beauty (a famous cosmetics brand which wants to launch a new range for teenagers and young adults) to do market research ( I questioned 20 young women through Internet thanks to Survey Monkey) on the Cosmetics market. The aim of this survey is to know women consumers opinion, i.e. which brand women prefer, what products they use generally, and also it seems important to know their opinion about cosmetics products prices. This survey shows that that the cosmetics market is very popular for young people who are used to using cosmetics products. This target has a good knowledge of products and they also know cosmetics brands.

• Introduction

This report will look at:
o Cosmetics products which are used by young women
o Brands which have the most success for women
o We will speak about yearly cosmetics budget
o Then, it seems important to study women opinions about cosmetics market.
o To finish, recommendations for Beauty’s action.

• Findings

1) We can notice that the product which is the most appreciated by young women, is the mascara. Indeed, today, most of the women who put make-up on think that mascara is an essential element to be well made up (94% of those questioned). Then, young women are more attracted by eye shadow (77.8%) and lipstick (61.1%) than foundation (50%). These results show that Beauty’s company is going to promote these products first; today, the trend has changed, women try to be natural and they prefer being less sophisticated.
2) This survey shows that young women prefer L’Oreal brand (68, 4% of those questioned), then, Nivea is also appreciated with 26.3% and Gemey with 21.1%.
These 3 brands are those that women appreciate more and the first reason is the quality. Indeed, even if women can buy cheaper products, they know that when we buy L’Oreal products, we buy quality products. Then, we can notice an interesting element: 61.1% of those questioned say that they buy these products for the brand image. Today, women are attracted by advertising campaign and most of the women want to look like celebrities who promote cosmetics products. To finish, women buy these brands for the price because they can have quality products at reasonable prices.
3) We tackle now an important subject: women’s cosmetics budget. We can notice that
41 % of those questioned spend between 20-30 euros per year and 35.3% spend
between 30-40 euros per year. These figures show that young women are ready to
spend money because they want to take care of their appearance.
4) To finish, it’s interesting to know women’s opinion on cosmetics market. In general,
young women think that it’s a big market with a large choice of products and a lot
of brands, for these women, it’s a positive element. So, women can buy cosmetics
products even if they have a limited budget. But, a proportion of the women think
that there are too many products which are offered on this market, women feel lost
in view the diversity of products.
• Conclusion

The Cosmetics market is a competitive market with a lot of brands and a lot of
products. The integration of Beauty’s company in this client group is likely to be
difficult.

• Recommendation
We should have a meeting with your marketing department to speak about your future strategy to attract young women. Indeed, your advertising campaign will have to be aggressive because your company is unknown on this client group and it’s a competitive market.

Charlene Malleron
CM marketing agency
8 April 2006

Hello, the last time, I have announced in my blog a new acquisition for L'Oréal : Body Shop. But, we can see on newspapers this week that this acquisition has a bad effet for Body's shop reputation. Indeed, when animal rights campaigners have understood the acquisition, they wanted to do a boycott of the cosmetics chain in order to struggle against animal testing. Struggling against this problem,l'Oréal wanted to stop animal tasting. But, today, Animal rights campaigners explain that the famous company has not abandoned animal tasting. Then,  it seems decisive to notice that the public's general impression concerning this acquisition is bad and the rate of satisfaction has droped. We can wonder why people have this reaction??? Personnally, I think it's an ethical question because people who are used to using Body shop's products are not satisfied by animal tasting and by L'Oréal measures. I think that it will be a good solution that L'oréal 's company respects ethical principles and L'Oréal and Body Shop will have to set up advertising campaign to protect consumers.