Digital World Beauty Strategies Beauty and the Case Study

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Digital World Beauty Strategies

Beauty and the digital marketplace

Aging

Lifestyle

Buying behavior

Psychology

People relationship

Online platform

Technology and innovation

The marketing strategy for products and services rests on the principles of market demand and consumption. The consumers hold the primary importance in marketing and studies of consumption patterns. The fashion articles including beauty products also fall in the similar category. The products designed are towards a particular type of consumers. The online and physical fashion articles marketing require users profiling. The consumers of the products are profiled using market data and research facilities (Leung 2008). The examples of brands include Mac Jacobs and Vuitton. The marketing strategies are towards targeting a particular type of personal profiles fantasizing the beauty concepts.

The consumer buying preferences are particularly important in profiling the beauty products. These personal preferences are easy to measure in the digital marketplace. However research is the primary focus of these activities to understand what is valuable for the clients. The busty products that are in the digital and physical marketplace are in the sections below. The consumer behavior patterns including aging, lifestyle, psychology, relationships, and role of online platforms increases sales. The use of innovative technology has created an impact on the consumer behaviors as well as opportunities for the marketers. These elements are significantly in the research. The effective use of technology to increase beauty products sales is to conclude the work.

Beauty and the digital marketplace:

Consumer behavior in United Kingdom is also culturally motivated and changes according to the values in the society. The businesses also focus on the changing cultural values for developing a marketing strategy for consumer products including online and offline sales. The consumer products acquisition is as a primary source for identifying the spending habits, and it is with the process of decision making for buying products. The value of gender, culture, and spending trends is highlighted in the work of Otnes and Zayer (2012). The research also highlights the linkage of consumer behavior with spending patterns and influence on buying products of a different nature. Beauty and fashion products have also gained importance in the both genders target market in United Kingdom.

The factors affecting the decision making process for buying these products includes various demographic factors. The gender of the consumer is particularly important while determine the product buying patterns. The changes in British society and inclination towards sexuality as well as personal appeal have played a vital role to influence consumer behaviors in the target market. The changes occurring in lifestyle, age group of the individuals, buying behaviors, psychology, and relationships has also impacted the consumers buying patterns of beauty products. The use of technology and digital platforms has only facilitated the trends rather than becoming an actual reason for increasing spending on beauty products.

Aging:

According to the data presented by CIA (2013) the country's population is 63,395,574, and it is as 23rd populated economy in the world. The breakdown of the population into five different age brackets also provides key information about ageing population the country. There are 17% of individuals within the age bracket of 14 years. The 15 to 24 years population is 13%. The highest age bracket of the population is between 25 to 54 years of age making it 41% of the total population. The 55 to 64 years of the population are 11% and 65 years and above are 17% of the total population. These segregations highlight that a major portion of the population is independently earning and aging. Therefore, increase in the use of beauty products can be observed.

The large number of an aging population indicates that the changes occurring on the body are in terms of digestion, hair, skin, menopause, and sexual changes. These factors aligned with the desire to look young and updated in United Kingdom society will require consumers to use beauty products. The factors are encouraging for businesses to develop their physical and online presence. The products designed to for marketing to the aging population should also be innovative and helpful in order to provide them maximum benefits. There are various business opportunities available for marketing and sales of beauty products in United Kingdom using technology and digital platforms.

Lifestyle:

Lifestyle is also an important factor that has a profound influence on the consumer behavior. The reality of marketing strategy focused for beauty products that can have an impact on the buying behaviors is in the reality of consumer needs and desires.

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The products fulfilling the requirements of consumers are more likely to create a market share that is based on consumer behaviors. It is important to understand the underlying factors that encourage consumers to buy products. The quests to find and profile such attributes that can satisfy consumer demands are through lifestyle research.

The companies use different lifestyle variables to develop products that are beyond the income group of the individual consumers. The combination of lifestyle preferences with the personality traits an excellent combination is to focus target market. The brands of beauty products also try to segregate the consumers on the basis of their needs that the particular products attempts to satisfy. The combination of lifestyle, personality type, and activities to target products of certain types enables the beauty products manufacturers and marketers to use strategies that are helpful in increasing sales. The goal of lifestyle marketing is to enable consumers to reflect their identities in relation to their choices for life. The beauty products are also a part of the social settings reflected by the consumers therefore the use of lifestyle marketing strategy is helpful. The patterns of behavior are most relevant factor in developing a lifestyle marketing strategy for United Kingdom market (Solomon 2010). The research Mintel (2011) elaborates that the 31% of the consumers in UK did not change; their spending habits in 2010 and 26% have reduced their online beauty products spending. The internet is used to search for discounts, special promotions, and comparing products as well as product details. The 7 million (14%) people in UK are more inclined towards special offers and discounts. Approximately, 10 million (40%) search for prices and compares product features. The recent survey also indicates that 23% and 21% are likely to spend more in case the skin care and cosmetics products are improved respectively. The total spending on beauty products has increased from £15.4 billion in 2009 to £16.8 billion in 2010 making it 8.5% increase.

The product lifecycles for beauty products are also impacted as a result of changes in the lifestyle of consumers. The retailers are also required to redesign their sourcing patterns and align them with the changes. The warehousing and logistics have to play a role in the procurement process and as a result the system integration is required. The beauty products retail also require large space for showcasing a complete range of products as a lifestyle for the consumers and which is facilitated using online digital platforms. The retailers are also combining the services of various beauty related segments to create lifestyle opportunity for the consumers. The related diversification includes lifestyle cafes, spas, and salons. It is also achieved through partnering with the complementary brands (Deloitte 2011).

Buying behavior:

The marketers are facing challenges in the United Kingdom market for using different channels in selling beauty products. The opportunities and challenges are regarding the selection of appropriate channels for marketing beauty products. These challenges include the influence of the particular channel over the buying patterns and decisions of consumers. The United Kingdom market has observed an increase in interactive television for beauty products. The example includes Grainier using the interactive television ads to target female market segment of the market. The company offers free testing of products through a secure website. The channels used for marketing include UK Living and UK style where most of the target audiences are females (Gay, Charlesworth, & Esen 2007).

The buying behaviors of a target market are by the living patterns. In United Kingdom, it is that most of the population is on the move most of the times. It is due to work and profession related life style of the market. The UK economy is services based the level of education and service providers are also in high numbers (CIA 2013). The mobility factor of the population is by most of the beauty products marketers by offering a barcode for promotional products sent using an SMS. The message sent contains a barcode for promotional products and users are towards the retail stores in nearby locations (Gay et al. 2007).

Psychology:

According to Solomon (2010) the companies selling consumer products use various types of psychological parameters to identify their target market. The use of modern psychographic research combines user's profiles into activities, interests, and opinions. These patterns of buying and using products are by grouping a large number of sample.....

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