Beauty and the Beast: Tactics for Naming Male Cosmetics
Beauty and the Beast: Tactics for Naming Male Cosmetics
I let my boyfriend use my Clinique moisturizer. I have never thought to buy him a bottle of his own and I’m not sure he’d like it if I did. As liberated as we may be from traditional gender roles, it’s still difficult to sell American men on products they’re used to seeing in a woman’s cosmetic arsenal. (Especially products with frou-frou French names.) So how do you make what’s in those bottles and tubes seem manly? Here are a few product naming strategies.
Make it no-nonsense.
Most guys don’t want to feel like they’re fussing with their appearance. So appeal to their practical side. Kiehl’s dubs its skincare line “Facial Fuel.” Jack Black’s “Beard Lube” sends the message that male grooming is like keeping your car in good shape. And Zirh’s skin line uses product names like “Clean,” “Fix” and “Defend”—no-frills, active verbs that get straight to the point.
Try a little humor.
Bond with male customers with tongue-in-cheek product names that suggest you don’t take this stuff too seriously. Origins’ after-shave balm “Fire Fighter” (which “takes the burn out of shaving”) evokes a strong and masculine American archetype, while the playful pun keeps it light. “Save the Males” moisturizer riffs on the famous bumper sticker slogan, making it a fun item for him to buy himself—and a memorable gift from her.
Amp up the testosterone.
Use aggressive imagery or sound symbolism. With its hard-hitting sound and brutish associations, “Axe” clearly telegraphs it’s a man’s line. The marketing is equally hard-line; as you wait for Axe’s website to load, you’re informed that “your mojo is loading.” Other lines that play the macho card are “MoxieforMen,” “Male Species,” “Naturally Man” and “Blood & Guts.” (Ok, the last one wasn’t for real.)
Think sporty lifestyle.
Successful cologne brands like Canoe and Polo evoke a carefree, active lifestyle. “Skin Diver,” the name of Origins’ bar soap, is a nice double entendre. And then there’s Tommy Bahama’s Set Sail South Seas. Who cares if it’s a bit of a fantasy? That’s the point.
Appeal to the lower charkas.
There’s nothing like the prospect of increased action to get a guy over the notion that grooming isn’t manly. Juicy Couture’s “Dirty English” eau de toilette promises a “passion-inducing mix” of scents (without being totally scandalous). Billy Jealousy’s “Illicit” fragrance suggests a potion that will help men let their bad boy out, and Eclipse Spa is even more direct with their “Sexy Man” line.
Don’t call it makeup.
Of all cosmetics for men, makeup is probably the toughest sell. Stars like Zac Effron may make waves by sporting “guyliner” and “mancake.” But don’t expect most straight American males—even metrosexual ones—to embrace the practice anytime soon. According to a 2005 GQ survey, “92 percent of men would not wear makeup even if it guaranteed them a more fulfilling sex life.” Perhaps one day we’ll be more like Europe and Asia, where makeup for men is far more acceptable, and fanciful or even romantic product names flourish. (Witness the popularity of the Gatsby makeup line in Japan, or North Korea’s Man Holding Flower.)
In the meantime, if you want to sell makeup to men, make it sound like something else. Something…scientific, perhaps. The vaguely clinical term “enhancement” (as in “complexion enhancement”) is a popular malespeak euphemism for makeup these days. For instance, Biotherm Homme positions its Power Bronze line as “instant skin enhancement.” And 4VOO’s “Confidence Corrector” promises a boost of self-esteem and camouflages the fact that it’s more commonly known as…concealer.
Laurel Sutton, Principal, Catchword – a full-service naming firm that specializes in creating company names and product names that stand out in the marketplace and engage customers in fresh ways. For more information, call 510.628.0080 ext.105. And check out the Catch This naming blog.
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Mary Kay Consultant Assistance: Ready, Set, Sell That Mary Kay Cosmetics Inventory
Mary Kay Consultant Assistance: Ready, Set, Sell That Mary Kay Cosmetics Inventory
The party line for party plan consultants and party plan companies has always been book, sell and recruit!
When it comes to sales they tell you to Always Be Closing!
That is all well and good. However what is going to compel someone to choose you over the thousands of other Mary Kay beauty consultants?
Here’s How You Do It:
• Become A Brand:- You must become your number one fan! When you learn to differentiate yourself from all the mary kay consultants, then people will take notice. Oh No! Here she comes is really just a cry from the public asking you to be different. Statistics show that when people cannot find a discernable difference in products they will always choose the cheaper option. Give your customers a “purple cow!”
• Improve your selling skills:- The golden rule of sales is ABC- Always Be Closing. This is an outdated approach. The golden rule of party plan is Always Be Connecting.
• Always be contacting: Warm Chattering has its place. That said when you meet someone and all you do is give them a dollar value they know and No will always be the answer. The SLOW method is very effective S- Speak L-listen O-observe W- write.
• Customer/Team Retention: It cost 10 times as much to acquire a new customer than it does to keep an existing one happy. Yes recruiting is necessary, however you don’t want to spend the rest of your mary kay career chasing after people to buy.
• Referral Marketing:- Learn to wow your customers and facial appointments. They may not buy, and we all know that it takes up to 20 contacts for some to make a buying decision. You the pleasure of what you do is in the experience. Give your facial customers and business prospects the best treatment. When you ask for referrals, building a business will be so much fun. Use the Make Me Feel Special And More Principle!
• Go back to basics:- What happened to host home parties, getting facial appointments? Stop buying inventory, start selling inventory
• The OPK Principle:- Success is largely an issue of leveraging other people’s knowledge. You see the dead sea is dead simply because it takes in water, but never gives. You don’t want to be the dead sea of your mary kay cosmetics business. Training and education is an ongoing requirement. Allow yourself to discover real time marketing approaches, you owe it yourself, your spouse, your children, your customers, your team and your God!
Mary Kay Consultant Training Tip:- People always tell you what they want. You must listen to know that it is.
Selling is the art of giving people what they want, not shoving something down their throat!
Are you a Mary Kay Consultant looking to explode your business and get into that pink Cadillac? Finally bring an end to sleepless nights and scary end of the month panic attacks worrying about making production, Get your M.A.P (Mary Kay, Action, Plan) and Turn your unit around, Discover how now! http://www.partyplanpat.com
Categories: News Tags: Assistance, Consultant, Cosmetics, Inventory, Mary, Ready, sell
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Mary Kay Cosmetics Review – Did Mary Kay Ash Have Her Customers in Mind?
Mary Kay Cosmetics Review – Did Mary Kay Ash Have Her Customers in Mind?
I am going to share with you exactly how you can be successful in Mary Kay Cosmetics. I want you to have your dreams of financial freedom and time freedom come true. There are some very specific steps to becoming a top-earner in this company. It is just going to take a little bit of education.
If your success in Mary Kay seems illusive and unattainable I want to encourage you with this article and provide you with, what I think, are some necessary insights and concrete steps that you can take to turn your business around.
But before I do, I want to remind you of some of the origins of Mary Kay Cosmetics.
With Mary Kay Cosmetics, success has been obtained for thousands of women worldwide and with that they have achieved financial security for themselves and their families. Mary Kay Ash and her husband started this company in the kitchen of their home after Mary, who loved direct sales, had difficulties with the companies she had been selling for.
That just really excites me when this happens; I mean when someone else tries to keep you down but that Burning Desire to make something work just gets the creative waves flowing.
When the person you least expect makes it big, it’s like a shot in the arm and it just thrills you!
Mary was one of those people, who changed everything for herself by not giving up. In the first year her sales totaled 8, 514 with 318 consultants.
Even without knowing a whole lot more about the company it is pretty plain to see that Mary Kay was a woman not to be kept down for long and it makes me wish I had had a chance to meet her.
Three fundamental principles: God first, family second, and career third was what her company was based on. “Establish a company that would give unlimited opportunity to women” was her philosophy.
This is a formula for success in any business when you couple it with the right direction, the right market surrounded by those of like vision.
The success of her Mary Kay business, came in part because of her past beginnings before Mary Kay Cosmetics in building a trust with the people she worked with.
What I want us to take note is the fact that there was NO COMPANY for Mary Kay to promote. Those who joined her venture trusted in her leadership, and her ability to produce the needed products….i.e., give VALUE.
When people trust your leadership, it is then and only then that they will be interested in what your products or services may be. If you ever want your business to just take off and do what you want it to do, this is what is necessary to happen.
It may seem difficult, but with the right direction and consistency it can make the difference between success and defeat.
It was not just one thing that made it happen for Mary Kay Ash. It was a combination of many things, working together. Her vision and people skills gave her the tools she needed to step into an opportunity where she worked hard to see her vision realized.
Now let’s talk about what you’re looking for.
Are you looking for the right company or are you looking for someone that can lead?
The majority of people will be wanting a leader and even if you are looking for just a company, you’ll still be wanting to learn from the person within the company that has the leadership qualities.
Well my friend that is what people are looking for in YOUR opportunity, a leader…and it is high time they found one in YOU!
High on the list of opportunities capable of making MLM Online Success, Mary Kay Ash Cosmetics is built on sound principles. Is this company right for you, or is there something missing to give you the success you are searching for?
Selling Mary Kay Cosmetics: Deadly Mary Kay Consultant Business Mistake You MUST Abandon!
Selling Mary Kay Cosmetics: Deadly Mary Kay Consultant Business Mistake You MUST Abandon!
Mary Kay products are great. There is no question about that! Stocking inventory is a deadly party plan business mistake. This is an article speaking to the spirit of the times.
Why is it a problem:
1. Ask yourself who benefits when you load money onto your credit card to buy that inventory. Businesses fail because people did not research their markets. NEVER bring a product to the market because you think they well buy! Instead you need to know what the market is willing to bear, and then bring the product they desire to them!
2. Before you stock that inventory, you need a selling track record. You need to know what is popular and keep on hand for emergencies. Keeping stock is not the issue, not selling the stock is the problem. You signed up to sell mary kay. Now you need to learn how to find people who want to buy mary kay cosmetics
3. You do not want to train your customers to thinking you run a store. When you don’t have everything they want, the will call the next mary kay cosmetics peddlar. You better believe that your customer keeps a list of their own mary kay independent beauty consultants. Remember we are all tuned into what is in it for me!
4. Keeping inventory does not really work in your favor. Remember you have bought this product from the company and now it your responsibility, you own it. It is your business to sell it! Yes you can sell it back to Mary Kay, but you know you are going to get the call from your sales director once Mary Kay gets a handle on this I want to return inventory situation simply because the your sales director will be loosing their commission!
5. Your are not in the business of stocking product– if you are in the business of warehousing product it is my hope that you as a person are getting paid handsomely for providing storage facilities. I am sure most party plan consultants are not!
We are not against having product stock. What we are speaking against is the indiscriminate purchasing of product without having a solid handle on supply and demand.
Action Step: Visit your local grocer and interview them relative to their stocking habits. I know they stock according to sales = demand!
So if you must stock, do so prudently
Are you a Mary Kay Consultant, Struggling to sell your inventory? Finally bring an end to sleepless nights and scary end of the month panic attacks worrying about making a star consultant, Get your M.A.P (Mary Kay, Action, Plan) and Turn your Mary Kay Business around, Discover how now! http://www.partyplanpat.com