A guest post by Megan Hudson who shares a marketing moment with a new brand that came into her life. From time to time, I invite guest bloggers to share their thoughts on marketing. Here is Megan’s take on Essence, a makeup brand.
For me, the essence of makeup has always been a familiar and comfortable one-way street.
I grew up with Chanel, Estee Lauder, Revlon, and MAC, and I don’t think I’ve ever really given any thought to why they were my brands. They are simply the ones I gravitate towards as I know them. They feel comfortable, and they do precisely what they promise.
But then I came across Essence.
I first contacted this brand as an in-store sampling event, and it immediately looked like their primary target market was teenagers. It’s bold, a bit cheeky, and bright and cheerful. Their packaging is ultra funky too, and they indeed were not what I usually go for. I like chic, sleek, and sophisticated packaging, not neon plastic tubes and glittery colors.
I initially ignored them, but they kept popping up next to the more prominent beauty brands I regularly buy. Sitting side by side with Revlon and Estee Lauder seemed like an odd place for them to be.
I admit. I was intrigued.
Eventually, I decided to give a few of their products a try. I needed makeup for a costume party and didn’t feel inclined to spend a few hundred dollars on nail polish I’d never wear again or eye shadow that was so bold it was a bit embarrassing.
So I bought a few items and decided that was it. This brand had a niche market I wasn’t part of, and that was it. But it wasn’t.
Hitting The Marketing Touch Points
In the weeks that followed my purchase, I suddenly started to see ads for Essence cropping up everywhere. I know how Facebook algorithms work and how Google is always listening, and it seemed like they’d clocked my Essence purchase and were now hell-bent on making me a return customer.
The brand seemed to come out of nowhere, appearing on every platform that spoke to me as a consumer. I found this strange, considering that my initial impression was that I was not in the target market. Essence campaigns appeared on Facebook and Instagram as display adverts on my regular websites and in drugstores and supermarkets.
Essence did not, however, appear on television or in the big fashion magazines I buy. It never seemed to compete with the big beauty brands that I had been purchasing as my everyday products.
Somehow, this managed to stand out more by its absence from fashion magazines and tv.
Here was a brand that had me down as a part of their target market but was not trying to compete with other brands on my radar.I knew I was part of their target market because the platforms the brand was using require them to select their preferred audience. So they had specifically targeted me.
I also know that social media marketing is far more specific than a television advert. Magazine advertising is also quite distinct in the targeting. However, I didn’t see the brand marketed anywhere until after I started purchasing its products.
Breaking Through The First Purchase
My first purchase was intended to be my only purchase. However, the quality of the products took me by surprise. Based on its cheap and cheerful branding, Essence doesn’t give the impression that its high quality. However, after wearing their products, I found they were great. They were quickly the equal of my high-end alternatives and had good longevity too.
The brand now had a conflicting identity in my mind.
It was budget-friendly and easily replaceable, and yet it was also good quality.
Although the initial purchase and usage experience was positive, I was still on the fence about buying their products as part of my everyday routine. I couldn’t quite see myself swapping my high-end makeup for something that looked like it belonged in a teen’s glitter backpack.
The Final Selling Point
Then I saw something that made me rethink Essence’s position in my life.
I’ve been trying to be more conscious of my consumer behavior. This is becoming a trend worldwide, and it’s a trend I want to follow. And Essence could help me.
On my next shopping trip, I noticed a large sign over the Essence section that showed how they are entirely in tune with the current worldwide thinking. The brand clearly states that they do not test on animals and don’t use harmful chemicals in their products. Much of their packaging is recyclable.
For me, this ticks many of the boxes of conscious consumerism.
It made me think about how a budget brand could apply these principles, yet more prominent brands are still testing animals and using toxic chemicals. A bit of research showed me that Essence has always believed in being conscientious. This resonated with me. I know who I want to support, and Essence’s advertising helped me make up my mind.
I was sold.
The Marketing Worked
I admit it took a long time before I even considered Essence as a viable brand.
They caught my eye in-store and then boosted my awareness through digital marketing. They went from a brand I’d never noticed to one that suddenly had a robust digital presence. But if they were running surveys or looking for customer feedback, this didn’t come up on my radar. Their campaigns, however, did. That was what drew me in.
Their final benefit to me was that they are cruelty-free and aim to be as sustainable as possible.
Although I am now an ardent Essence customer and have stopped buying other big brand’s makeup, I still find their branding odd.
Deep down, it still seems like their overall branding isn’t for me.
Do I wish they had less of a teen look and feel? I admit, I do. I feel strange using mascara with blue hearts on the tube. However, I guess that proves that you can’t judge a book—or a beauty product—by its cover.
And that sometimes, a brand’s marketing is more powerful than the preconceptions that spring up when we’re stuck in our comfort zones.
A guest post by Megan Hudson who shares a marketing moment with a new brand
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
Photo by Annie Spratt on Unsplash
