The Atlantic has a fascinating piece on a new marketing strategy that cosmetic companies and other businesses in the beauty industry are seizing; however, the world is probably better off without it.
The new marketing strategy – a product of modern tech and social media – seems rather predatory but certainly effective.
Most of the time, targeted ads are pretty harmless. You searched for a flight to Denver? Here are some hotels in Denver. You looked for new running sneakers? Here are a few options.
But a new “study” from marketing firm PHD recommends a strategy that crosses the line from merely targeted to outright predatory, explicitly advising brands to seize on the times of the day and week when women feel the most insecure about their bodies and overall appearance in order to sell beauty products and other goods.
Women, the study claims to have found, feel less attractive on Mondays, especially in the morning. Thus, as the release explains, “Monday becomes the day to encourage the beauty product consumer to get going and feel beautiful again, so marketing messages should focus on feeling smart, instant beauty/fashion fixes, and getting things planned and done. Concentrate media during prime vulnerability moments, aligning with content involving tips and tricks, instant beauty rescues, dressing for the success, getting organized for the week and empowering stories.” Yuck.
It’s hard for me to disagree with such effective marketing, but at the same time, I don’t think it’s morally correct. What do you think?
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