Should You Instill Fear — or Hope — in Your Customers?

“The fear of loss is more powerful than the hope for gain.” Widely disseminated among marketers, this quote is adapted from the theory of loss aversion in economics. Essentially, what it means is that people would prefer to take action to avoid loss than to acquire gains. Another way to put it: Losing $20 is more psychologically impactful than winning $20. In … [Read more…]

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Marketing Your Beauty Product Through Its Ingredients

  In the latest issue of GCI, Associate Editor Abby Penning penned a great article titled “Addressing Desires of Target Customers Through Ingredients,” describing how beauty brands should tailor their messages of ingredient benefits based on their target customers’ needs and wants, as well as the context in which the products is being marketed. Below are … [Read more…]

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