I have been looking for a book that shows detailed photos of how to apply make-up for a few years now and I haven’t found one yet that ticks all my boxes.
Recently I saw that Napoleon Perdis released a book about how to obtain a flawless finish. “PERFECT, I’LL BUY IT” I thought. I went into Borders yesterday to have a flip through and was most disappointed. The book seems to just be brand promotion… not really a guide to how to do your make up more effectively which then in turn happens to make you want to buy that brand of make up.
I then moved on to looking at Bobbi Browns book. More of the same disappointingly.
Or course, everyone is different and perhaps some people are looking for the type of books they offer, but make up is a visual thing. Why are there so many books filled with essays on eyeliner? PHOTOS PLEASE!
If I was running a fashion magazine, or a beauty brand, I would try and provide as much useful usage information as possible. Something down to earth and easy for people to follow and refer to. What I would LOVE to find is a book that shows how to do basic eyeshadow. Not over the top movie make up. I want it to show photos of a shut eye and walk through steps of how to achieve a look. Seriously, why can’t I find that?
I have some Covergirl eyeshadow that came with a small picture to illustrate how to apply the different colours more effectively. Thumbs up to them and you know what, I’ll be more inclined to buy that brand again because at least I’ll have some ideas on how to apply the colours and which area to apply them to around the lid.
I found some books that weren’t too bad, but nothing really captured concept I wanted. Perhaps the glamour industry is not thinking enough about the end use of products and the way to engage customers by providing useful ideas and guides, they are more caught up in the push concept rather than the pull.
Let’s talk about that shall we. Push and Pull strategies are things that are sometimes overlooked in marketing, particularly within smaller companies who have smalled budgets.
A Push Strategy is when a manufacturer uses its sales team to try and induce spending from the customer. This could be by offering discounts, talking up the product etc. It can be a useful strategy when products have low brand loyalty or the product has little or no product differentiation (eg plain flour). So the product is being “pushed” on the customer.
A Pull Strategy is where the customers want the product and actively seek it. This is brought on with the help of advertising and is most useful when products have high differentiation (jewellery for instance as each designer offers different designs), there is high category involvement and brand loyalty. So the customer is “pulling” the product through with their interest.
Of course, a pull is a more positive path for the flow of goods to take as it is the end user who desires, and is engaged with the product which in turn creates a positive purchasing choice by the store who knows that there are sales ready to be made. However, both push and pull strategies should be as strong as each other.
Note to self: See how long it takes for a magazine to take my idea and run with it. 🙂