Dry Skin, Dry Skin Care

With word out that women are increasingly focused on value for money, providing skin care products that fulfill these criteria is now the big challenge facing beauty and cosmetic brands.

With word out that women are increasingly focused on value for money, providing skin care products that fulfill these criteria is now the big challenge facing skin care brands.

And perhaps the biggest problem in this equation is trying to gauge exactly how to provide consumers with the value they are so keen to secure without making it feel like they shifting towards inferior products.

When times were good and consumer spending was high, the quest for more effective, more luxurious products was almost insatiable, which meant that many women traded up to more expensive personal care products.

Trading down is difficult

If the individual has the spending power, trading up is what consumers aspire to. They feel they have worked hard so spending their money on better personal care products is a means of rewarding and pampering themselves.

Trading down, however, does not illicit the same response with women. In fact it is a prospect few consumers are going to embrace with any enthusiasm, unless they can be convinced that they will not be let down by the efficacy and quality of the product ; A strong, money back guarantee or an honest offer to try a product for free before making up their minds becomes most critical.

No one will deny the fact that consumer spending power is diminishing. This means that cosmetic and personal care providers are going to have to devise intelligent and strategic means of helping to cushion the blow.

Are women still willing to pay higher prices?

A recent market study revealed that, rather than targeting the cheapest product, consumers are looking for brands that are well made, offer a strong money back guarantee, and consequently offer better value.

This reasoning is likely to see consumers change from the more luxury orientated brands to internet based brands in order to make their budgets stretch further without jeopardizing their skin care routine.

Indeed, the world’s largest skin care company, L’Oreal, has said that it intends to introduce cheaper products in order to help stem the flow of consumers swapping to less expensive brands.

The company, which announced a drop in like-for-like sales for its most recent fourth quarter, said it would introduce cheaper products for its mass premium brands, Garnier and L’Oreal Paris.

Smaller-sized products might not be the solution

In line with this philosophy some companies also plan to introduce smaller sizes for luxury brand products, to ensure that these ranges remain amenable to consumers who have experienced reduced spending power.

The writing appears to be on the wall: cutting corners in order to give the illusion of value is unlikely to fool anyone, while giving consumers genuine value for money should hit the spot.

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