A university study has confirmed that people buy cosmetics for emotional reasons primarily. Now, any experienced marketer already knows this but my last two posts on topics like this were a little cynical so I thought I’d post just to pass on the info in case you’re in the beauty vertical.
University of the Basque Country (UPV/EHU) shows that people who use cosmetics buy these products primarily for emotional reasons. The study was carried out on facial creams (hydrating and nutritive ones, coloured or non-coloured, and anti-wrinkle creams) and body creams (firming and anti-cellulite creams).
“The study shows that both the emotional and utility aspect of cosmetic brands have a significant impact on consumer satisfaction, but that the emotional component has a greater effect,” Vanessa Apaolaza, a researcher from the UPV and lead author of the study, which has been published in the African Journal of Business Management, said.
What you can glean from this is use positive imagery in their brain to create good vibes for your stuff and you’ll win the sale. Paint pretty pictures for them to imagine.