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What are the End Benefits Consumers look for in Today’s Beauty Products?

SpecialChem / Karen Young – Jun 28, 2006

What today's consumer looks for in beauty products obviously depends on many things: the positioning and claims of the products, the consumer's mindset and how the consumer uses the product. Regardless of the product category, consumers respond to them in two ways: emotionally and intellectually, or rationally. While we understand and acknowledge the impact of technology and product efficacy, the major purchase driver in the cosmetic world is the emotional pull of the product. The fragrance category relies primarily on its emotional connection. We know, through the study of aromatherapy, that scent can have a measurable impact on our mood, pulse and respiratory rate, but fragrance in the western world is still thought of first and foremost as a purely emotional, right brain connection. Color cosmetics, too, are largely purchased for emotional reasons. Lip gloss may relieve chapped lips and provide some "plumping," pressed powder absorbsfacial oil, foundation with SPF can protect from sun exposure, but generally, cosmetics make us feel better, prettier, sexier, younger.

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