Today reviews on YouTube and other platforms are more credible than the words of an in-store consultant. It is much easier to learn a tool online and avoid impulse purchases. Active internet surfers know all about the tricks of marketers, from the placement of cosmetics on the shelves to the scent design of the store. They cannot be fooled by the smell of fresh buns - they know exactly what they want and go to the store with a list in hand or screenshots on their smartphone. But does this save you from rash purchases?
Usually, at first everything goes according to plan: you take only the essentials, but in your basket at the checkout you find a couple of cute, but unnecessary tools. And what is most interesting - you do not want to part with them at all, despite their uselessness. What is this - a conspiracy? Are you caught in the grip of marketing? In fact, everything is much more complicated.
According to statistics, it takes us only 5 seconds to decide on a purchase. Let's not rely entirely on this figure - the main thing is that this is an almost instant decision, which is influenced by several factors.
The first thing that attracts a customer is the packaging. According to statistics, the best selling heavy metal jars and cases (usually the luxury segment) and products in unusual packaging. In the case of a beautiful design, everything is crystal clear: it is simply impossible to resist a luxurious box, especially when it comes to an expensive, "status" product.
But young brands have to go for design gimmicks in order to attract attention. For example, the product is released in fancy packaging, which makes it difficult to immediately understand what is hidden inside. Curiosity prevails, and the customer is already considering an intricate jar, which turns out to be, say, cream. And it turns out that the product contains all types of extracts and vitamins, and also fights acne, wrinkles and bad mood - a real find! Attention is drawn, the trap is slammed shut, and the happy girl hurries to the checkout.
There is a whole hierarchy of what women pay attention to when buying cosmetics. In the first place, the color and shape of the package. Further - symbols, and only then words. Simply put, you are unlikely to recommend a shampoo to your friend, referring to the manufacturer's list of promises and citing an advertising campaign. Most likely you would suggest looking for a “tall blue bottle with a silver cap” and name the brand. You will hardly remember the long name of the product - as much as possible, specify that the shampoo is moisturizing, not for volume.
Many manufacturers have noticed that limited collections, especially collaborations with famous designers or artists, fly faster than hot cakes. The personality of the celebrity heightens interest in the product, and the limited quantity makes the product more desirable than the same product in a standard package. The idea of exclusivity plays a huge role, which always goes hand in hand with limited editions.
Minimalism is also at its peak of popularity: it turns out that laconic packaging and austere type attract attention no worse than boudoir vignettes. Another trend is “wallpaper” design, which gives the funds a cozy retro-chic, as if you yourself decorated the bottle in the style of scrapbooking.
Text: Maria Stefanova
