Addict

DiorAddict- the latest launched lipstick by Christian Dior. Due to the cosmetic business I've been doing lately, I'm starting to know more about the high-end makeup stuff. The lip gloss price of Chanel, Dior, Guerlain, Nars and Giorgio Armani, are all ranging around 250 to 280 hkd. Some girls just can't stop buying lipsticks, even though they already had twenty or more different ones in different colours. I think this is the cosmetic culture that created by the adverts and the big enterprise that sells makeup products. They not only make you believe that using their luxury products can become beautiful and dazzling, they also make you believe that you would be living in a more fashion way than others. So girls become gracious about these oversold cosmetic, they think that these kind of product could make them feel proud of themselves.

Actually these are all marketing schemes that made by the advertising agencies. Thanks to the revolution of marketing and PR, corporates are not focusing on selling products only anymore, users' experience is being emphasised in the adverts. Because they know that the best way to make loyal customers is to build emotional connection with them. Why are the customers buying a product, their motivation is to become more pretty, enviable and lead a luxury life. All they want is the experience, not the product itself. So injecting the thought to their value that they are the high-end brand and most celebrities are using these product, is the brilliant marketing tactic. I notice that the commercials Royce Yuen had shown to us, our consumer insight professor and the former CEO of Ogilvy, which were done by Ogilvy, are all very touching, giving us strong impact. Even though the commercial itself has little things to do with the product they are selling, but by building emotional connection with the audiences, we can easily remember their brand and become a loyal customer. That's the magic of brand building.