The Importance of Prestige Brands in Cosmetics

She researched the topic of prestige brands and their importance in the sales process. As an example, she examined the brand from the cosmetics segment Sisley. Tools for building and establishing a brand will be presented. The applied research work will provide results on the awareness of the importance of brands based on a survey, which will be presented statistically and graphically. The author of the diploma thesis defined the importance of the brand for consumers and its influence on the purchase decision.

Problem

She researched the topic of prestige brands and their importance in the sales process. As an example, she examined the brand from the cosmetics segment Sisley. Theoretical positions attribute great importance to brand recognition.

Solution and Method

Tools for building and establishing a brand will be presented. An established brand gives the product significant added value. It will be established that a brand means much more to the buyer than just a guarantee of product quality.

The history of the creation and range of products of Sisley cosmetics will be presented.

Results

The applied research work will provide results on the awareness of the importance of brands based on a survey, which will be presented statistically and graphically. The author of the diploma thesis defined the importance of the brand for consumers and its influence on the purchase decision. An important finding from the survey results is the great influence of sales staff on the decision to purchase prestige products, which therefore occurs at the point of sale.

All advertising, catalogues, publications in newspapers and the like are in vain if the product itself is not visible at the point of sale. The best sales results are achieved through promotions and training of sales staff. What is the importance of brands as motivation for consumers?

Products are worth much more and acquire status symbol for individuals. The aim of the diploma thesis was to define the importance of prestige brands for consumers. The results amongst those surveyed showed that they trust brands with which they have good experience, but the name of the product is not decisive for purchase.

The research was based on personal surveying. The results obtained are a reflection of the actual situation on the market. In the cosmetics and care segment, the main consumers are still women, aged around thirty years, but the boundary is lowering due to better awareness amongst younger people.

Younger people today take preventive care of themselves and want to slow down the ageing process early. They are aware that it is better to slow down the visible ageing process than to later correct visible signs. The marketing strategy of prestige brands is based on loyalty and trust.

The education of those surveyed was mostly secondary and higher, whilst the consumers themselves are probably highly educated, because from an economic point of view, people with average incomes cannot afford these products. Wishes are one thing, but the actual financial situation is another, where priorities must be set for needs. The influence of the brand on the purchase decision amongst those surveyed is low.

I believe that the main reason for this result is the large supply of generic products that promise fast and visible results. This is also the main difference. Sisley products do not create a quickly visible effect on the skin, but teach the skin to renew itself, and the process is lengthy, but the final results are better and long-lasting.

Most customers become acquainted with the brand at points of sale. The results are very balanced and visibility in the media is also very important for recognition. The vast majority of those surveyed understand the brand as a guarantee of quality.

Almost all those surveyed allow themselves to be advised at points of sale, and the advice itself has a great influence on the purchase decision, as does added value in the form of gifts. Few people in our country know the Sisley cosmetics brand. Amongst those surveyed, the percentage was higher, namely just over half, mainly due to good locations for conducting the survey.

Target consumer groups are built through life values and lifestyle. A brand is a kind of guarantee certificate for a product. The use of sales promotion tools is of key importance, which should be directed at promoting sales to final consumers and traders.

The research results showed the great importance of sales staff in the promotion and sale of cosmetic products. Promoters at the point of sale establish contact with the consumer and build a base of loyal consumers, which is very important for the company, namely for informing about new products. Advertising also has a great influence on the purchase of prestige cosmetic products.

Without advertising and a good public relations service, we cannot achieve the desired results. Only a very small number of people decide to purchase prestige products on the basis of a product they have seen. Because of this, other sales promotion tools are also very important, from distributing free samples, training, to stimulative techniques for sales promoters, advisers and sales staff.

Sisley cosmetics products belong to the prestige class of brands. Such brands need history, quality and visibility – marketing communication. Products require exclusive distribution.

Customers decide to purchase prestige brands because they know that they will thereby obtain a quality product. However, quality is not the only reason why customers decide to purchase prestige cosmetic brands. One of the reasons is also the prestige or reputation thus acquired.

Today, human health is also increasingly important. With quality products, we can prevent skin damage or we can maintain a youthful appearance. Due to increasing competition in the market for prestige cosmetic products, continuous adaptation to changes in the market, changed consumer preferences and monitoring of competition is essential for the existence of the brand and its recognition, and even more so for increasing its market share.

The distribution strategy has great importance in positioning the brand as highly prestigious. I suggest that the company reduce the number of points of sale and offer its products only in nicely arranged and selectively chosen perfumeries, where competing brands will also be present. The current financial crisis, which is reflected in all segments of life, will have a great influence on the sale of prestige products, as the consumer can most easily give up things that do not belong to basic human needs.

There is also a large supply of cheap generic cosmetic products on the market. Success in sales is a process that must be carefully and thoughtfully built and renewed. Whoever falls asleep on success is forgotten and no longer dreamt about.

Dreams and wishes are the driving force of consumers.