The cost of marketing
Once the product has been created, it must be marketed. Several channels are possible and can be combined:
marketing in physical points of sale belonging to the brand or through partnerships with distribution chains and independent retailers;
marketing on the internet, via the brand's own site or on other online sales sites.
Marketing at physical points of sale (stores and supermarkets). In this case, a commission is to be expected for the reseller, which corresponds on average to half of the final selling price of the product. In exchange for this commission, the reseller will put the product on the shelf. From one point of sale to another, this commission varies.
Marketing on the internet, for which the majority of resellers also ask for a commission. If the product is sold on the brand's own site, you must also plan for the costs associated with the design of the online store, the costs of maintaining the website, tracking and sending orders.
Product promotion
It is not enough to market a product for it to sell, it would be far too simple! Communication must be done upstream in order to make the brand and its assets known to its target consumers. The cosmetics market is vast, and customers are demanding and reluctant to buy care from an unknown brand.
For this, advertising campaigns are generally set up: television, radio, posters in public or private spaces such as public transport, etc. On the internet, promotion is carried out via social networks and their advertising, the “ads” of search engines and associated sites, inbound marketing (offering high value-added content for free) or influence marketing. .
In the points of sale, animators must be paid by the brands in order to present the products and presentation stands must be provided.
The design of samples is also a widespread practice to introduce its products to potential customers, or to brand users in the case of the release of a new range.
