The Skin Care Problems - Term Paper Example

Introduction This report is a comparative analysis of the luxury skincare companies and organic skin care companies and their web presence and effectiveness. There are variety of skin care companies offering solutions for the range of skin care needs and problems. Some companies are offering treatment along with their product brands whereas others are purely product based companies. The skin care problems addressed are usually common for luxury, scientific, natural or general skin care solutions. Most of the companies are targeting middle aged women with anti aging solutions, teens with acne problems, moisturizing and daily care needs and others. However based on the target audience the product display and message varied for majority of the companies. Comparison and Contrast of the Skincare Organizational Websites There are some aspects of any website that determine its satisfaction such as navigability, playfulness, information quality, trust, personalization and responsiveness. According to Todaro (2007) the value prepositions offered by website is interactivity, integration of multimedia, real-time buying behavior of the consumers and consumer response, electronic commerce and return on investment. Internet marketing consists of search engine optimization, online advertisement, pay per click campaigns (PPC), e-commerce, online permission marketing and promotional e-mail (Todaro, 2007). However the website or virtual presence is usually practiced with the other strategies for by the marketers today. In the case of skin care products, the consumer involvement increases with increasing price of the product and brand name. Consumers may be involved in the point of purchase behavior where they buy product when it is physically displayed in a retail outlet. In the case of online purchasing, it can be more for the repeat purchase that a consumer can place an order. The websites ranking high in terms of traffic are effective in their product display, gaining viewers’ attention and retaining the attention by providing informative content to them. Most of the popular skincare companies provided details on the product effectiveness, how it works and what is special in it which makes it effective. On the other hand the websites with low traffic have dull presentations of products; information is very limited or presented in uninteresting manner and dull color scheme of the website. There were visible difference in the way products were displayed and web pages were navigated in the websites that were receiving heavy flow of traffic. There were some known brands which have market reputation and name but were having less traffic on their website such as Amway (see Appendix). The reasons were that these websites are dull, uninteresting and failed to offer something new and unique to the traffic on the website. Luxury Skincare Companies and Message Experience and Appeals The luxury brands used graphics, content and message that have been very consistent with their brands. The appeals of these companies ranged from claims of the impact of regular use, effectiveness of the product and beauty. Companies such as Glytone.com (see appendix) had messages tones with the target audience and their specific skin care needs like ‘Going backless was never easy’ for the back acne treatment, ‘Smooth away years’ for anti aging solution and others. All the messages consist of some supporting explanation that ranged from the reasons of using the product; component used which make the product effective to the way product should be used. Overall the website has more of the appeal of offering treatment for skincare problems rather than just luxury skin care. The second on the ranking is Neova.com which has a science based appeal wherein scientific solution such as care for premature skin aging, treatment through DNA repair and copper combination therapy skin care is provided. This skin care company provides specific products and services for the skincare. This provides scientific as well as natural skin care solution for the premium customers. Some of the companies (see Appendix) are effectively using the social networking platforms such as Facebook for social marketing purposes where users discuss about their solutions and company publishes information regarding skin care solutions and different other topics in order to keep the members engaged with that (Kotler, Roberto and Lee, 2002). Natural and Organic Skin Care Companies Message Experience and Appeals Natural and organic skin care companies used more green and natural substances in their website in order to adhere with the unique selling preposition. The messages were more informative, describing the details of the components used in the cosmetic as well. The natural care and organic companies has their visuals complimenting the messages. Aveeno.com also has the information on the effectiveness of the products. This includes natural baby care products in the gamut of products. Each product is linked with specific natural image from leaves to grains. Aveeno Active Natural with punch line of ‘That’s the beauty of nature +science’. This website is informative as well as provides information on pricing of the products and the availability of he product in the various stores. The natural and organic skin care companies with high traffic used the images and content very effectively. Some companies offered more information on the natural way of skin care (see Appendix). This helps in fulfilling the quench of information of the target consumers of these product categories. The purpose of these websites are not just promoting the product but also informing the customers and prospects who can be interested in their products and services. In order to make the website stand out of the remaining websites companies used images, messages for the specific group and different color schemes. The purposes of the most of the websites are informing clients regarding products and solution rather than e-commerce activities (Raynolds, 2004). The reason to this can be consumer behavior as consumers are less interested in purchasing the skincare products online. Plan for Luxury Skin Care Brand Proper planning is the key to success .Before developing a skincare company’s website one should do all the things necessary for the planning. Planning may be short term or long term depending on the requirements. Planning should be based on the latest researches to get best creative idea. 1. Domain Name- Domain name has an important role in a website preparation. The developer should adopt creative approach in selecting the name because it may be the case when the proposed domain name is unavailable and other name will be required. If there is no name as an alternate, than the preparation of the website may get delayed. The Selected name must be clear because it will help in accessing the website easily. If the name is not clear then users will have to suffer and they can not access the website on internet easily. The domain name can also be on any popular brand of the company. The name should be such that no legal disputes arise. 2. Uniqueness- What is new, it must be shown in the beginning. Why use the company’s products? It is a question that comes in the mind of the website visitor. It must be answered in the best way using all the product information and some users’ experiences. All the literature must be also there in support of the claim. The product must be shown in such a way that it can persuade customers about its purchasing. 3. Color Theme- Color theme makes a great impact on the viewer and a multi colored background can be used for this purpose with some colorful words. It must be based on the latest available technology. Some women like pink and dark red and these colors can be used for showing specialty of the product (Walton, 2008). 4. Layout and Menu Design- Landscape layout is used in most of the websites as it gives a clear view at first sight. Layout should be able to support more than one page on the site and links for various purposes. This type of layout will be good for any new website as it will enable the company to show its products range in such a way that visitor can view the whole content with ease (Kat, 2006). Menu must contain 10 to 12 options and large size words should be used for them. Options name should be logical to give the viewer that thing which he wants. Other links can be attached with the options in the menu. A viewer can go and find the desired information. As users are of different likings so there must be an arrangement in such a way that every type of customer can get desired product’s information. This should be developed in line with the overall branding strategy (Stephens and Balakrishnan, 2009) 5. Content- Contents should be such that they can present the product as a special thing and its use will be a matter of proud for the viewer. A simple understandable language with some special effects can be used to get the attention of the viewer. Start with the simple and go to explain the science behind the products. Make the viewer’s mindset to buy the product as early as possible to get the maximum benefit approach is needed in the contents. Versions of some skin care specialist with their photos and details can also be used to make the contents more meaningful. Content should be coherent with the corporate and brand image for the organization (Hatch and Schultz, 2003). 6. Images and Other Visuals- Images of celebrities can be used in the website for the promotion of the product as it can make a good impact on a large group of viewers (Johan, Balmer, Stephan and Greyser, 2006). Slide show can be used to make the presentation more effective. Many websites are using 2 to 6 slide shows for the product presentation. Most commonly used skin care products are related to face protection so slide show must start from showing face protection tips through company’s products. Slides with pictures of different models showing different parts of the body can be used for making the presentation attractive. There may be an option to see the full video related to every slide with the experiences of the common users. Some Scenery can be used in the background to make it like natural. Only required visuals must be shown, unnecessary visuals can make it difficult for viewer to understand the message. 7. The overall theme- The overall theme must be attractive. A Positive theme can answer every question which comes in the viewer’s mind and a Negative theme can create doubt in his mind. The theme must show that the products of the company are not merely meant for their sell and there is a social cause also related to welfare of the society. Theme can be used to show that product users will get a better place in the society through a glowing skin. The theme can be used to make a mindset of the user for adopting skin care practices. 8. Language & Message- Contents should be in all languages where the company has its market. Commonly used words can make the message more readable so language must be simple and jargons and clichés should be avoided. The language must support the global understanding for the product and English can serve this purpose. Message must be clear and understandable for the target customers. A large part of the customers come from the Age group between 16 to below 50 so message must be prepared after taking their needs into the consideration. The charges of the companies ranged from $350 to any limit upwards depending on the complexity and work involved. The five website development companies asked similar questions like what is the budget, what is the number of linking pages, use of flash or need of graphics. The average estimated pricing after the description was nearly $400 from most of the website development companies. Reference: Kotler, R, Roberto N and Lee, N (2002) Social Marketing: improving the quality of life, London; Sage Johan M., T. Balmer and Stephan A. Greyser. (2006) “ Corporate Marketing Integrating, Corporate Identity, Corporate Branding, Corporate Communications, Corporate Image and Corporate Reputation.” European Journal of Marketing 40(7/8) : 730-741. Mary Jo Hatch and Majken Schultz.(2003) “ Bringing the Corporation into Corporate Branding.'' European Journal of Marketing 37 (7/8) : 1041-1064. Mark J. Kay.'(2006) 'Strong Brands and Corporate Brands.” European Journal of Marketing Vol 40 (7/8) 742-760. Reynolds, J (2004) The Complete E-commerce book: design, build & maintain a successful web-based business, London: Focal Press Stephens M and R Balakrishnan. (2009) '' Commentary Strategic Branding of Destination: a Framework.” European Journal of Marketing 43(5/6) : 611-629. Walton, G (2008) “ Theory Research and Practice in Library Management 5: Branding.” Library Management 29 (8/9) (2008): 770-776. Todaro, M (2008) Internet Marketing Methods Revealed: The Complete Guide to Becoming an Internet Marketing Expert, New York: Atlantic Publishing Company Appendix Company Color Themes Lay Out And Menu Design Content Images and other Visuals The overall Theme Language & Message Alexia Traffic Ranking Glytone www.glytone.com White with blue shade Landscape with options for different languages and product requrement Contents show Antioxidant quality of the products along with innovative history Images of men and women showing their body skin along with the products in slides Company want to make a good image among the prospective clients Multilingual & Use products based on long term research 8643014 Neova www.neova.com Violet back with a large photo of model in the centre Landscape with options only for company, brand, investor information Contents showing the uniqueness of copper peptide complex technology products Image of one model in a light shaded box with drops of water on her face Company wants to sell products on their uniqueness English & Use skincare products based on latest research 4008829 Avotone www.avotone.com White with headings in green and boxes in cream color Portrait with how it works, how to use, history, faq and for men options Contents show versions of some users with their photos in support of claims Images of users are given with their experiences in boxes The company claims about quality of products English & Use and experience the products 2877882 Hydroderm www.hydroderm.com White with some red buttons and a small blue strip Portrait with options for products and science behind products Contents show product with discount offered to attract byers Images of products only with discount highlighted and trial offer Company showing its products are cost effective English & Satisfaction guarantee 2717143 www.porselene.com It’s a luxurious product website with sky blue background Models and products Informative and inviting Images available Viewer is encouraged to explore English, testimonials’ available 1,857,934 Cosmedix www.cosmedix.com Light green with menu dark green Landscape and options about product uses Contents have information about skin and heart care Images of products are highlighted Company wants to sell a kit of different products English & Use skin care products in the right way 1759410 Amway www.amway.in Multi colored background Most of the space is blank and menu has search option Contents do not appeal. Should have interesting facts Only product images nothing other Informative but not interesting English & Information 28833 Ponds www.ponds.com Black-violet background Whole page is used and menu is clear Contents include history and speciality A Model looking in the mirror Informative and Interesting English & old is gold 299129 Almay www.almay.com White color background Landscape with menu on the left Contents are about 3 types of products Three models with 3 products Attention seeking English & use new 628132 Arbonne www.arbonne.com Multi colored background Landscape with menu on top and bottom Content emphasizes on discount offers Product images are attractive &one model Attracts at first sight Multilingual option & go and get it 53153 Artistry www.artistry.com Five color themes appears one by one Landscape with what’s new in first place, facebook option available Content have advices about skin care Four models with 4 products Based on product information English & skin care advice 492117 Aveda www.aveda.com 2/3 Yellow 1/3 green Landscape with email submit option first, facebook option Contents have offers referring to social causes Only products images with their prices Seems good for price information English & Information 51706 Aveeno www.aveeno.com Multi color but based on green Landscape with options of products for part of body, facebook option Contents emphasis on natural care by their products Three models & a baby with products for their age The company claims they care skin in natural way English & Change is the need of the day 146844 Bioelements www.bioelements.com White with menu blue Portrait with options for membership and skin types, facebook option Contents are related to products and claims in their support Rich Intensity body cleanser is highlighted with some other images The Company wants to get customers through claims English & follow professionals by using company’s products 773897 Larochey-posay Larochey-posay.us White with some blue Portrait with options highlighted on top and left Contents show the claim that products are used by 25000 dermetologists image of one model with products list Browse catalog The company wants to catch all groups English & use products because they are used by professionals NA Biotherm www.biotherm.com White with left portion blue colored water crystals Landscape with options for choice of country and online shoping, facebook option Contents have only information about countries where the product is sold Image of one model with some blue water crystals in background The company wants to show it has worldwide liking Multilingual & Go Global use company’s mnc products 306670 Borghese www.borghese.com Larger portion pink with some gray, light blue and dark yellow Portrait with options for skin care, skin type body color in small sized letters, facebook Contents have some information about new lipstick and a gift for customers Image of new lip stick and image of the bag given as gift to customers company wants to familiarize customers with its products English & Company is working for welfare of society too 612485 Camocare www.camocare.com White with very small green portion and 4 different slides Landscape with options for company’s philosophy and products with search option Contents give information about product along with logical symbol Images of bulb, water wave, a crow and a rinch with products company wants to influence logically English & Use products according to need and performance 861754 Cetaphil www.cetaphil.com Blue shades with menu green Portrait with some slides and information about products with selling point Contents cover product list with information of discount offers Images of company’s various products are shown company wants to sell products through offers English & use company’s products as they are cheaper 423769 Chanel www.chanel.com Whole screen Black with white menu Landscape and click on menu bar options show products Contents are limited and show only product list Images of two products get highlighted on click at menu Company wants to glamorize products Multilingual & Use with pride 10354 Clarins www.clarins.com Larger portion olive colored Landscape and options for languages Contents are only about one age defying product Image of one product is shown with light beam Company showing claim about product quality Multilingual & use proven products with pride 49040 Clinique www.clinique.com White with words in light green Landscape and options for different languages Contents have knowledge about products & their quality Images of three types of lotions are given in the website Company wants to show its global presence Multilingual & Use global product 26873 Curel www.curel.com White with a box showing a model and products Landscape and options about selection of country Contents show information about skin care methods and offers Images of products along with some models Company wants to sell its products on the base of newness English and French & Use products based on research 257075 Decleor www.decleor.com Most of the portion is light pink Landscape with options for spa, product range, aroma therapy, facebook option Contents present all the uniqueness of products Images of products with models appearing in slide show Company wants to sell products by image of paris 12 languages use products with proven record 779392 Dermalogica www.dermalogica.com White with a box showing colored slides Landscape with options related to skin health, shop online, facebook and google map Contents cover advice of skin specialist along with product information Images of skin specialist in one slide and products in the other slide Company wants to sell the product by educating people English & user must be aware about his needs and their fulfilment 108352 Dermanew www.dermanew.com White with one green strip Portrait and showing options for skin care solutions Contents cover special features along with product range Images of a model showing her smooth skin and products picture arranged systematically Company wants to sell the products through its long range English & Use skin care products for protection and fashion 1602044 Differin www.differin.com Light and Dark green combination Landscape with options for company information and free trial offer Contents cover the range of products associating with social pride Images of models and young girls and boys shown in slides Company claims that their products have social values English & first use the product then make your mind 1303474 Eucerin www.eucerin.com White with very light black shade Portrait with options for choosing country in world map, facebook option Contents cover educative material on skin care Images of models and several hands bonded together appears in slide show Company wants to educate people about need of skin care Multilingual & Protect your skin as it is one of the essential needs 208439 Jurlique www.jurlique.com 2/3 red and rest olive and yellow Landscape with options for body care, bath, hand Contents show suggestions for skin care Images of products ranges Company wants to grab byers English & Protect skin 305005 Kinerase www.kinerase.com Black with Big letters in white Landscape with menu showing, sell information, products Contents show discount offer for online byers Image of a green and red colored leaf dipped in a beaker Company wants to attract online customers English & use holiday for skin care 1017784 L’Oreal www.loreal.com Dark Red with letters in white Landscape with menu showing company, brand, career, research Contents show option for buying shares online Small images of two models with products & shareholder Company wants to find shareholders from customers English & Be a member of valuable product making company 51297 Lumene www.lumene.com Blue color based background Landscape with menu showing news, products and beauty tips Contents give knowledge about natural care Image of Arctic with photos of two models used to seek attention Company wants to attract byers who prefer natural products Multilingual & Use natural resources for skin protection 1560690 Mederma www.mederma.com Violet back with multicolor slides Portrait with scars and stretch marks, success stories, products options Contents are based on caring of skin from stretch marks Images of models showing their skin appears in 4 slide show Company wants to attract byers through claims English(US) & Protect your skin from stretch marks 377596 Murad www.murad.com White back with light color slides Portrait with acne, what is right for me, holiday offer options, link to facebook, twitter, youtube Contents are based on influencing the customers by discount offers Images of products appearing in 4 slide show, one slide has a model Company wants to sell its product by discount offers with assurance of quality English & Use skincare products developed by Dr. Murad 89365 Neostrata www.neostrata .com White back with green menu and products in their color Portrait with 20% discount highlighted on top of menu and shopping info. Contents are based on aggressive approach of marketing Images of some Products with some colorful words Company wants to sell its cheap and best products English & Feel good by adopting skincare 414003 Neutrogena www.neutrogena.com Upper part white and lower black with slide in middle Portrait with 11 options in the menu Contents show the information about products with their background Images of products along with 5 models and 5 slide show Company wants to sell the products by using celebrity version English & use skincare products to become celebrity like personality 91869 Nexiderm www.nexiderm.com Light Yellow back with dark yellow menu and centre part multicolored Landscape with 6 options in menu bar for skin care, treatment etc. Contents are based on the list of options given in the centre Image of one model showing facial mask on her face and contents are in box Company wants to sell its products by showing their quality English & Protect your skin in the natural way with company’s products NA Nu skin www.nuskin.com White back with appearance of clouds and sun shining Landscape with links for different countries, usa link gives page with 4 options in menu Contents are based on advice for product uses with appeal for donation to help poor children Images of products with option for ordering gets highlighted on click Company wants to sell its products by showing few example cases English & use skincare products to get your goal and serve the society 16926 Obagi www.obagi.com Light black back with 7 colors for 7 options in menu & multicolored centre Portrait with 6 options in the menu bar about, products, news/pr etc. Contents are based on information about products and other news about them with some selling counter info 7 Slides of products appearing on clicking on the options given in the below menu bar Company wants to sell the products on the basis of its larger network in society English & Cover your skin against any danger by company’s products 288621 Olay www.olay.com Dark red with words in white Portrait with 4 options in the menu covering products, skin care, olay etc. Contents are based on claims related to working of products with discount offers Only one product night resurfacing elixir and some button for product order Company is offering byers to use its product atleast once then make their mind English & Use olay products to look younger 39733 Origins www.origins.com White back with upper part dark green Portrait with 8 options in menu and many of them containing sub-options Contents are based on offers for giving skin care products as a gift Images of some products with words in multi color scheme Company claims that its products can be good gifts for people English & Gift skin care products to your loved once 79790 Read More