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Consumer trust vital for mineral make-up brands in competitive market

By Katie Nichol , 27-May-2010
Last updated the 27-May-2010 at 13:01 GMT

Although demand for mineral make-up remains high, the increasing number of products on the market with a low mineral content may harm the credibility of this product category, according to Datamonitor.

The market researchers’ Bare Escentuals Case Study revealed that in the US alone, over 150 mineral make-up products were launched in 2009 compared to 33 in 2006.

Bigger companies have followed this trend that was originally established by niche players, L’Oreal, Estée Lauder and Johnson & Johnson have all jumped on the mineral bandwagon with their own product launches.

“In a market where brands have worked hard to convince consumers of the credibility of mineral make-up, the sheer number of new launches containing differing levels of minerals may make consumer trust difficult to keep,” said Datamonitor consumer analyst, Vicky McCrorie.

Mineral brands need to build up consumer trust

McCrorie said that as the marketplace is set to become even more competitive, it is imperative that brands strive to build consumer trust by communicating the benefits of mineral make-up and being transparent about ingredients.

“With no official validation for mineral make-up, consumers will start to become skeptical as more and more brands launch make-up with mineral claims. Therefore only the brands which have built the strongest level of trust with consumers, like Bare Escentuals, will continue their success,” she said.

The recent acquisition of US-based Bare Escentuals by Japanese cosmetics giant Shiseido is expected to increase its global footprint by leveraging Shisiedo’s distribution power, particularly in the Asia-Pacific region, the report stated.

Bare Escentuals marketing tactics

Bare Escentuals has used a number of marketing tactics in order to build consumer trust and increase brand awareness.

Datamonitor’s case study highlighted that the brand opted to sell its products through non-traditional retail channels, such as the QVC shopping channel and infomercials, with CEO Leslie Blodgett personally demonstrating how to use the products.

The brand has also been particularly successful in tapping into the potential of social media, according to Datamonitor. The brand has over 5,000 fans on Facebook and Blodgett is also active on Twitter.

‘Leslie’s Angels’ are brand ambassadors that attempt to convert consumers to the brand through money-off vouchers and product advice; a method which has reportedly enjoyed large success.

McCrorie concluded that while it is expected that Bare Escentuals continue on its growth path, “the brand will need to continue to set itself apart and keep the high levels of consumer trust to ensure they stand out in a market which may be in danger of saturation.”

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