Promotion

According to the Cleverism Website (2016), "promotion includes all activities that involve communicating with the customer about the product and its benefits and features". This means that promotion is the way an organisation will inform customers about their products, what they will do to attract customers to buy their product and other ways the products can be recognisable to us.


In the makeup industry there are numerous different ways that organisations will promote their products - one of the most popular ways is through celebrity endorsement. Celebrity endorsement as a whole is a form of advertising where a well known celebrity uses their fame to promote the product. This is a very tactical technique, as customers will want to associate with the brands as a favoured person is recognisable to the brand name. Many makeup companies use celebrity endorsement whether it be in television ads, at launch events or even just promoting on social media. However, most of all, makeup brands use celebrity endorsement in their makeup campaigns, posters and collaborations.

For example, Rimmel London, one of the leading high street brands, has a very popular collaboration with Kate Moss. Kate Moss is one of the most popular UK models, with thousands of fans (over 217K followers on Twitter alone). By doing a collaboration with Rimmel London, they created the iconic Kate Moss lipsticks, which are favoured by many. Kate Moss is now known a "the faced of Rimmel" for over 10 years now, and since then this has resulted in a peak of sales and customers who are wanting to buy products. This is because Kate Moss is a very recognisable and beautiful woman that many woman aspire to be like - by Kate Moss wearing Rimmel London products, it gives customers a sense of similarity with the super model.

Many High End makeup brands favour celebrity endorsement as a form of promotion as well, this could be supported by Estee Lauder, who has made Kendall Jenner the face of their brand. Kendall Jenner is one of the most famous and well known super models of our time and this is extremely favored by many people. In June 2015, when Kendall Jenner done her first Estee Lauder Ad, she posted it on her Instagram and received over 1,200,000 likes alone - the female model is very popular on social media with 68.9 million followers on Instagram and 20.3M followers on Twitter. Both of these social media platforms are where Kendall Jenner usually promotes her work and collaborations with her companies, especially Estee Lauder. Despite Estee Lauder targeting their products to the older generation before, and people of higher class, due to charging a lot of money for their products, ranging from around £25 - £70, since the launch of Kendall Jenners products and promotions - the younger generation has latched on to the hype. This could be because the large number of younger people becoming aware of what Kendall Jenner is doing, ultimately leading them to want to be the same.


Social media has helped the Makeup industry massively: one very popular and favoured new ways is through YouTube. On YouTube there are many new Beauty and Makeup lovers, posting and recommending certain products and brands to their subscribers. One of the most famous YouTubers just now is "Zoella", with over 10 million subscribers, she posts videos such as "Hauls" (where she informs her audience on products she has recently bought, enlightening her fans on new and exciting brands). She also is very popular for her makeup tutorials, this is where she will post a video or demonstration of how she applies her makeup - when doing this, companies pay Zoella for recommending or even just mentioning their name! These videos promote many different makeup brands differing from high end to high street, allowing people to have the option to buy expensive or inexpensive products. The videos have millions of views each time, encouraging the young and the old in Zoella's fan base to buy the same products as her.

In stores, mainly high street brands like Maybelline, promotions are usually in place. One of the most popular promotional offers for these types of makeup brands are buy 3 for the price of 2, this is referred to as promotional pricing. Boots, is the UK's leading drugstore offering masses amount of different makeup brands and products. Boots and the makeup brand Maybelline favour the promotional pricing a lot, enticing customers to buy more than what they actually planned on.