The
dissatisfaction of girls with the way they look, or the simple desire to
improve a certain part of their bodies, displays the potential that the beauty
market has. Products, as well as services and treatments, are very much used by
girls of all ages, regions, social classes, etc. Some products and services
must have their communication directed towards a specific target audience.
Another fact which contributes to the beauty market’s potential is the amount
of money spent monthly by women.
In
this context, the exchange of buying experiences and of experiences with
product use is highly valued by girls. The role played by the Internet, and
specially, by social networks, will be more and more relevant in divulging and
building the image of a product or brand. Any media which allows for the
interaction between girls and the exchange of information /recommendations /
rejections will see its relevance increase greatly.
As
elaborate and complete as the communication strategy may be, the product will
not be successful if the main features which women look for when buying a
product are not evident: product quality and a competitive price.
The
amount of options of different products and brands are available, and the
constant array of new releases, lead young girls always try out new things.
Problems in distribution (it is sometimes difficult to find certain products in
stores) and sales by competing brands were also reasons often mentioned by
women for trying out new products.
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