A new article by Jason Milman on rising
marketing campaigns by drug makers has similarity with the marketing campaigns
of cosmetic industry. The drug-makers in 2014 spent a whopping $ 4.5 billion on
marketing campaigns, up from $ 3.5 billion in 2012.
The ad campaigns focused more on drugs like Humira, Lyrica, Eliquis and other common problems, but the marketing trick is to promise more than what could be debatable. Drug marketers make their pitches directly to patients in order to make their marketing campaign more persuasive.
The ad campaigns focused more on drugs like Humira, Lyrica, Eliquis and other common problems, but the marketing trick is to promise more than what could be debatable. Drug marketers make their pitches directly to patients in order to make their marketing campaign more persuasive.
Like drug makers, the
cosmetic industry also keeps consumers “impressed” with ever new claims with
more imaginative ad campaigns. US consumers spent nearly $ 33 billion on beauty
products in 2010, up by 6% from 2009.
The beauty industry market surveys reveal that girls between 8-12 yrs
tend to spend more than $ 40 per month while those in 13-17 age group spend up
to $ 100 every month. Companies are,
therefore, keen to have them as life-long customers.
However, cosmetic
industry which is not so strictly regulated as drug industry, tries to project
unrealistic results from their products. Last year, top brand L’Oreal was
charged by US regulators for deception marketing when it claimed its anti-aging
cream could make “visibly younger skin in 7 days”. It was described as “false”
and “unsubstantiated”.
The common marketing
phrases used are “clinically proven”, “boosts genes”, “new era of skin care :
gene science”. Obviously, these
descriptions have more to do with the sales rather than the efficacy of the
products. One also comes across phrases like “new studies” from unverifiable
source purporting to support the marketing emphasis.
In fact, many chemical
ingredients in the so-called new formulations have toxic effects on sensitive
skin, or other side effects. At Herbally Radiant we are therefore advising consumers to exercise right choice in the face of innovative new marketing campaigns.