Mastering NOON NOPI: The Art & Science of Marketing in Asia by DAE RYUN CHANG

Author:DAE RYUN CHANG [CHANG, DAE RYUN]
Language: eng
Format: azw3
Publisher: Yonsei University Press
Published: 2016-01-28T05:00:00+00:00

Simplicity is important in cosmetics because women are often busy and cannot go through the complicated regimen of putting on different kinds of toner, foundation, powder and makeup. In Malaysia for Muslim users, the need to go to prayer without makeup makes simplicity even more of an issue.

Sometimes simplicity is not emphasized since it reduces the number of products a cosmetics company wants to persuade a user to buy in the system. But here it will resonate with women who are pressed for time. Bayu therefore should frame simplicity using that kind of target consumer-oriented narrative. In a related vein, a brand personality that encourages women to save time in order to enjoy time can be a refreshing appeal in an age where “success no matter what” is the usual theme. Given that Asians have been in a rush to succeed, encouraging consumers to “relax” may appeal to many who accept that tired skin results from tired souls.

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