For months, a well-known beauty brand has been developing a new eye cream that it believes will be a game changer. Its market share has steadily declined in recent years and it has failed to attract new customers. But this new eye cream will be the turning point for the brand.
The brand launches the new eye cream, and it is an immediate success. The eye cream is innovative, and it works. Consumers are seeing results and raving about the product. The marketing campaign is visionary. It is captivating and engaging. It draws in consumers and motivates them to buy the eye cream. Sales climb, and the beauty brand begins to capture market share. Other beauty brands sit up and begin to take notice.
A few weeks after the launch, a video about the eye cream is released on TikTok by a micro-influencer. In the video, a young lady talks about how much she likes the eye cream but hates the dispensing mechanism. She struggles to get the cream out of the bottle every morning and is frustrated. She wants to continue using the eye cream, but wishes it came in a different package. The video is liked by her followers and there are a number of comments agreeing with her opinion.
Two weeks after the TikTok video, a well-known influencer holds an Instagram Live and
answers questions about her beauty must-haves. She raves about the eye cream but
complains about the dispensing mechanism. Clips of her comments begin circulating, and the packaging of the eye cream becomes a topic of discussion. A week after the Instagram Live, two more influencers share videos discussing the eye cream and their problems with using the product. Two days later, a popular women’s magazine publishes its annual list of the top ten beauty products. The eye cream is listed as number 6 with a note that consumers may struggle with dispensing the cream.
Sales for the eye cream begin to gradually decline. The beauty brand had expected to see steady sales for the eye cream over a period of several months, if not more. They had counted on consumers who loved the product to become repeat customers. They had also hoped to launch an eye cream care line with eye masks and eye tools. But this is not the case. The problematic dispensing mechanism has put people off. It turns out consumers want to be able to easily access the products they purchase.
The point of the above narrative is to show that knowing what consumers think and feel is important. It could be the difference between a one-time buyer and a repeat customer.
To find out more about what your customers and the general public think of your brand and products, contact Alder Consulting at brief@alder-consulting.com .
Add your first comment to this post