Young women buying cosmeceuticals , like ordinary cosmetics , are the pursuit of beautiful faces. For many women, the biggest capital of a lifetime is a beautiful face. The "face" problem brought about by the problem skin makes them feel uncomfortable and sorry for the "audience". Youthful and beautiful face does have skin problems, causing embarrassment and reduced head rate is very scary and worried.
a cosmeceutical brand
a brand of cosmeceuticals
First, the drug makeup consumer and its characteristics
In general, there are two types of consumer groups in cosmeceuticals, one is the youth drug makeup consumer group: the young female population aged 18-35. The other category is the middle-aged drug consumer group, which is a middle-aged female group aged 35-55.
1. Description of the status of youth drug makeup consumer groups:
â— It is in the itch period of courtship love and marriage for seven years.
â— High academic qualifications, undergraduate and college graduates.
â— There are many white-collar workers, some have stable occupations, some occupations are unstable, and there are many employees of enterprises and institutions, government civil servants, individual business owners, and freelancers.
â— The older people in this group are dragged down by family and living pressures, and the low-income level of individuals and families is generally low-end and middle-end.
â— Many skin problems caused by endocrine and life stress.
2, middle-aged drug makeup consumer groups
â— There are stable families and children, with high incomes. Compared with the young and middle-aged groups, they have a high purchasing power and are middle and high-end buyers.
â— The degree of education is lower, and there are many colleges and universities and high schools.
â— There are many white-collar workers, and there will be some blue-collar people. The occupation is basically stable, paying attention to appearance, and the occupations are mostly employees of enterprises and institutions, government civil servants, service industries, various individual owners, and freelancers. In the unit, there are status, positions and powers, which are basically middle and senior management.
â— Skin problems in old age and natural aging, some face the problem of couples' aesthetic fatigue.
Second, psychological analysis of drug makeup consumption
1. Young drug makeup consumer groups
The psychology of young women buying cosmeceuticals is more sensitive. The rational ingredients are small. Young women buy cosmeceuticals like ordinary cosmetics. It is the pursuit of beautiful face. For many women, the biggest capital of a lifetime is a beautiful face. The "face" problem brought about by the problem skin makes them feel uncomfortable and sorry for the "audience". Youthful and beautiful face does have skin problems, causing embarrassment and reduced head rate is very scary and worried.
In general, the emotional component of women's shopping is significantly higher than that of men. Cosmeceuticals are no exception. When the salesperson's introduction can stand in the female perspective, and the emotional and rational introductions are in place, the chances of women being affected and infected are purchased. Big.
Purchases are greatly affected by the atmosphere. When the store has promotions for women to "take advantage of", rather than "cheap goods," or when the store's display heads, lighting, music, environment, product packaging and other emotional factors are good, it can greatly encourage women to buy.
Psychological research shows that women's herd mentality is significantly higher than that of men. Especially in clothing and cosmetics. Therefore, manufacturing popularity and friend recommendation will also make it easy for women to purchase makeup products. Young women have more to buy or consume products or services that they did not intend or need because they are “affected by friends and are influenced by friendsâ€. Therefore, it is very important for young women in each segment to increase their efforts to cultivate the consumption habits of these segments.
Impulsive attempted purchase, mostly without regret
Women buy cosmeceuticals like other products, the goal of buying is blurred at the beginning, and there is no certain target category and brand in mind. The ambiguous and impulsive attempted purchase and the willingness to experience the novelty product are another psychological characteristics of the purchase, and most of these purchases will not regret.
According to a survey of female consumption, 58% of young women do not regret the cost of their own good mood. Another 30% think it doesn't matter, they think it is worthwhile to represent their own mood. Women's regrets are higher than the non-essential purchases caused by advertising (35.9%) and sales staff's recommendation (31.3%), but 38% of girls still insist that they do not regret it. It can be seen that after irrational consumption, young women are swayed by the influence of advertising and sales personnel, but they do not mind their choices driven by mood changes, impulsive impulses or interests.
In this regard, pharmacies should really make more efforts in the atmosphere of the store, to create a psychological atmosphere for women to buy, to provide comfortable space, time, environment, provide a warm and welcoming and meticulous service, and provide stylish and beautiful store design and decoration. By grasping the consumer psychology of women, drug sales can be realized.
Buying psychology to solve skin problems
Cosmeceuticals should be able to solve the skin problems that ordinary cosmetics can't solve, and meet the needs that ordinary cosmetics can't meet. If the functions are exactly the same, the consumer has no reason to come to the pharmacy to buy the drug makeup, and there are some problems that the skin can not be solved by the general cosmetic application. Some women's professionalism in cosmeceuticals is relatively important for pharmacies to provide cosmeceuticals that are different from ordinary cosmetics and can solve their skin problems. Pharmacies must have skin cosmetologists to consult them. It also provides advice and solutions on medicines, food, health care, equipment, exercise, dermatological cleansing, and cosmeceuticals. When the consumer experience is really effective, it can conquer the loyalty of young women and form a word of mouth.
Pharmacies should focus on their special functions in the organization of cosmeceuticals. Then slowly expand the cosmeceutical category. You should not simply put cosmetics everywhere into the pharmacy, you are called a drug store. In the service, there should be a professional consultation and testing area for skin problems, and there are beauty instructors to serve them.
2. Analysis of consumer psychology of middle-aged drug makeup groups
In addition to the above psychology, middle-aged cosmeceutical consumers consume more psychological characteristics of their consumption of cosmeceuticals:
Focus on the interests and use value of goods
Middle-aged women attach great importance to the feelings and use value that the purchased drug makeup can bring to them. In the process of purchase, they are more cautious and careful. Generally, they will seriously compare the gains and losses, and pursue the cost of medicines and cosmetics. And because of their age, they have a certain understanding of their skin problems, have a certain understanding of cosmetics, purchase intentions and points are more clear than young women, therefore, the specific interests of your cosmeceuticals should be visible and sensible, Excellent value for money. The recommended products should be able to match the needs and truly improve and solve their skin problems.
Afraid to be abandoned and not valued, the shopping process is full of emotions and emotions
Middle-aged women have achievements in family business and have money to spend, but the more successful their husbands are, the more money they have. The more they feel, the more they feel the sense of crisis. They are afraid of losing their husband's love. When they don't get the attention of their husbands and children in the family, you have to let her find the feeling in the shopping place; middle-aged women who have positions and status in the unit also need to be proud of the general population. Pharmacies must make this group feel that they are more valued than God, and that the various services and promotions that satisfy this feeling can make them pay for it. For example, entertaining greetings, handing a graded drink or water, according to their looks, temperament, dressing praise, respect and recognition, you can impress them.
Although middle-aged women can retain their youth and maintain their youth, the need to delay aging is very strong. When recommending, they should be made to feel that life is short, but care and maintenance, overall conditioning and cosmetology are appropriate. Keep a little more youth. The pharmacy should also collect the maintenance methods of some famous artists, and it is easy to convince them with your medicine makeup.
Middle-aged cosmeceutical consumer groups, more psychological problems than young women, most have a desire to talk, pharmacy clerk should accept these women to confide in their decompression, pay attention to listen to them, hope to ask more, instead of screaming for them Introducing the product, so that at the right time, in the process of listening to thinking about a set of targeted solutions, often more able to impress them. The price per unit of a middle-aged woman is greater than that of a young woman. This is the main way that beauty salons impress them.
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