Category: Marketing
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L’Oréal, Carita, and the marketing of luxury skincare
L’Oréal is getting more into the luxury skincare side of things. And by luxury, I mean the ultra-premium skincare category, the kind of stuff that is multiples more expensive than La Mer. That, I suppose, is interesting enough. Yay, expanding your portfolio of brands to meet the needs of more types of consumers. But that…
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It’s just marketing: Pride Month edition
There are more rainbows this month, even without and increase in precipitation. Brands have emblazoned their products with more colors to celebrate Pride Month. (Well, Skittles has gotten rid of theirs for the month.) There are special edition products galore. Maybe you’re excited. Maybe you’re hoping to buy something because you feel included or you…
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Charlotte Tilbury has an app. Is that a good idea?
Charlotte Tilbury has come out with an app. As you might expect from a makeup brand, the app will include a virtual try on tool. It will also make the buying process more seamless for those who switch between using app and web. And early feedback from users highlight how useful the tutorials are and…
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The easier you make returns, the more likely I am to return as a customer
One luxury that I can’t live without: easy returns. Based on the content of this blog, you, like I, might have thought that I would say something like skincare or fragrance. But upon further reflection, I recognized that the reason why I feel comfortable trying all of those things is because I shop with retailers…
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Let’s think about that Peloton ad again
The infamous Peloton ad. Rewind back to 2021. It was an innocent enough ad. A woman receives a Peloton as a gift and finds her dedication to riding throughout the year has led to marked change in her life. It is as if they are conveying, “You, too, can transform with dedication and our product.”…
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Too focused on what men want- The old Victoria’s Secret marketing approach
“It was all push-up bras that were made for not necessarily what women want to wear, but made for what [Victoria’s Secret] thought men would want.” Janine Stichter of Jefferies as quoted by CNN Previously, I introduced the idea of self-concept and the three selves. Today, I’m focused on the “real image,” or how others…
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Hi, which you are you shopping for today?
I went clothes shopping the other day. I had this vision in my head of what I wanted to buy: a look that was my pulled together, one that told the world that I was confident and capable. If someone had asked me who I was shopping for, I likely would have said, “Myself,” but…
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Maybe dupes aren’t as bad as I thought
It questioned whether Gen Z’s love of dupes was a problem for luxury brands. I The examples used were the viral dupes for a Bottega Veneta bag and a pair of Celine sunglasses. The question then was whether or not this would hurt those brands. If Gen Z goes with the less expensive alternative, is…
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1 star reviews can actually be a good thing
One thing that I absolutely hate is when people leave 1 star reviews for products that they have never bought. Or that they bought and don’t like, through no fault of the product. Like the person who bought regulation soccer shorts and hated they had no pockets. The shorts were designed specifically to fit within…
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The beauty of in-store shopping: Or what would get me in store
People love online shopping. I like online shopping. It is convenient. You can look at multiple options while binging Netflix and with unpresentable hair. But you can’t touch anything. And after years of being fearful of touching, I want to touch something. Not to mention, I, like I imagine others do, want what I want…
A Wren Says 