Cosmetics Industry Gets DM Makeover

By Teather, David | Marketing, March 23, 1995 | Go to article overview

Cosmetics Industry Gets DM Makeover


Teather, David, Marketing


Cosmetics house Helena Rubinstein this week confirmed its appointment of below-the-line agency Triangle for its first foray into database marketing - a move as obvious as the Heinz move into direct marketing was shocking.

A database of users has been built up through a detailed questionnaire asking customers for specifics, including purchasing patterns and motivation.

The database will be linked to all Helena Rubinstein outlets, allowing customer files to be updated every week. Purchases made, products sampled and consultants' advice will all be recorded and used for a relationship marketing programme.

The cosmetics industry fulfils all the right criteria for direct marketing - individual products are often expensive enough to justify the costs, cosmetics are not seen as commodity items and users fall into comfortable niches. The buyers of a certain range of perfume are far more easily identified than buyers of baked beans. The only question is why the industry took so long to realise it.

Manufacturers have continued to rely on the tried and trusted methods of above-the-line advertising, sampling off-the-page and sales promotion "gift-with-purchase" offers. The past year's spend on advertising alone was [pounds]134m (Register-MEAL).

Anton Mercier, managing partner of Mercier Gray, which recently developed a loyalty club for the Rimmel-owned Sensiq brand, says Heinz has largely been responsible for the late acceptance of direct marketing.

"Cosmetics houses are looking at Heinz and saying if something as mass market as that can get involved, so can we," he says. "Added to that, things are getting more competitive in-store and retailers are limiting what can be done promotionally. For example, Boots has a raft of promotions you can buy into, but they may not fit into your brand's objectives."

The Sensiq Privilege Club is being launched on the back of a 40,000-strong database built by the cosmetics firm over the past few months. Names have been profiled against the lifestyle of a typical Sensiq user by CACI and are based around larger Boots stores throughout the UK. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Cosmetics Industry Gets DM Makeover
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Author Advanced search

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.