Make-up – with good advice

The trade marketing of make up products has been focusing on colour harmony and advice for the past year. The significance of POS is expected to continue growing, while display tools will become increasingly unique. Several brands like L’Oreal, Max Factor and Rimmel use stars in their ATL communication. Miss Sporty targets girls who now begin using make-up at an earlier age and need advice, as well as youthful, trendy products. The market of make-up is strongly seasonal. The beginning of spring is the period drugstore chains focus on and time their promotions for. Another significant period is when new collections are presented by manufacturers of clothing in the autumn, but the most important time is around Christmas. There seems to be general agreement regarding the effectiveness of providing advice for make-up. A well organised promotional matrix with price promotions, chain-specific promotions and advertising in the leaflets of the chains can be an effective means of reaching consumers.