BOBBI BROWN
"Making woman’s beautiful dream come true"
According to what I learned in advertising class recently, there is saying that “truth of brand meets truth of consumers’ life”. It was impressive phrase to me as I’m taking customer insight class, and I really agree to it. Brands can find consumers’ insights by truly building up their brand, concerning about customer’s satisfaction, experience, service and usage of products. I also as a customer had a meaningful experience in purchasing and usage moments, and I feel like I have closer relationship with BOBBI BROWN than other brands.
To briefly explain about the brand BOBBI BROWN, it was named after
make-up artist called Bobbi Brown herself, and she became one of the most successful make-up business woman worldwide. She majored in theatre make-up in college, and took charge in famous stars’ make-up for her career. She was always dissatisfied with artificial lipstick colors and finally she invented her own lipstick products and jumped into cosmetic market. She came up with 10 colors of lipsticks which were really natural color almost same as our actual lip colors. And she sold 100 lipsticks just at the first day of launching, and since then, her cosmetic business expanded dramatically. CUSTOMER EXPERIENCE (Moment of purchase)
The ‘experience of BOBBI BROWN’ starts at the moment you enter the bobbi brown stores. Make-up artists working in those stores are all professional make-up artists who are trained specially with BOBBI BROWN customer service programs. A point of contact with salesperson in a store is very important because it is the moment that customer forms the image and makes an impression about the brand. And bobbi brown is managing those moments of contact successfully by training artists with good service mind, and also showing their professionalism to market their products.
When you enter the store, one of artists will be contacting you right away to begin your cosmetic shopping together with professional assistance. What I really like about this brand is that those professional artists try their best to make your shopping efficient and meaningful as possible by helping you choose cosmetics that will fit you better, giving you information about products and testing all the cosmetics you want.
It’s one-to-one service, caring only about you as one customer individually. That kind of carful service that makes you feel like you are cared by the brand as an important customer and it is what makes the customer experience special. Expert make-up artists listen and discuss about your skin condition and cosmetic preferences sincerely, and try their best to satisfy your beauty desires and at the same time marketing their products. They recommend cosmetics that woman customer really needs, and test those products on your face so that you can actually feel about the products. When I got make-up test by professional make-up artists, I felt like as if I was getting a full make-up service at beauty salon like famous star, and this experience made me feel good about this brand. Also, I bought more cosmetics than I was actually thinking about buying after trying them on my face, because I could actually see how it looks on me, and it motivated me to wanting to buy more cosmetics.
Also, what made me impressive was regarding the sanitary matter seriously in the stores. Hundreds of customers visit cosmetic stores and they try on every test samples. It could be unsanitary to share cosmetics with strangers and woman are really sensitive about cleanness especially things that they put on their face. Bobbie brown therefore use clean tools for every customers and take out little portion of cosmetic that will be used for once. It’s just little care, but it makes customer experience more favorable and positive which ultimately get to positive recognition about brand.
After purchase(Experience continued]
After the moment of purchase, their effort to maximize the satisfaction of customer experience still continues. Cosmetic is sensitive to trend and fashion, and so do women customers, so constant contact with customers and sharing information is very important. To do that, BOBBI BROWN uses the most basic marketing tool which is sending letters about new products information. This could be the most useless tool for marketing products, but it includes tickets that can be exchanged for samples of new products and those samples worth a lot. At first, this sample marketing was regarded waste of marketing budget, and said that it would not efficient. But this strategy is still a successful tool to keep in touch with customers. This way, it motivates woman to actually visit the stores and get the free samples, and it is naturally continued to buying the products. Women customers can get information about latest cosmetic products, and at the same time they get to get free samples just because they are registered as a customer to this brand. It’s customer care service that generate more purchase, and it’s extension of bobbi brown experience. Customers feel like they are in close relationship with bobbi brown, and it gets stronger as they become more loyal to the brand. I also look carefully about the information that they send to me, and I also bought many products just by getting information about new products and sample coupons.
Marketing that cares about consumer experience
From what we’ve learned in class, BOBBI BROWN is well achieving the ‘sense’ and ‘feel’ part of actualizing consumer experience. Since their target market is women, they know that women customers are more sensitive and sharp about products and choices. To satisfy those target customers and to market their products at the same time, they are trying to understand better about how women sense and feel about experience that they get from bobbi brown. Cosmetic is about dream and fantasy, that help woman to fulfill their desires and bobbi brown products are meeting with sensibility of women in fundamental level. They stimulate woman with their desires, and not only the product itself, but the service that woman experience from bobbi brown make them feel like beautiful woman and more confident about herself.
Also, we’ve learned that ‘customers being loyal to the brand’ is also one of the important factors that make the brand successful. Cosmetics is special in the sense that women look for products that fit well with their skin type, and usually women customers prefer to stick with one brand. To build strong base of loyal customers, generating positive experience and building close relationship with them is very important. In this sense, bobbi brown’s sincere care about customers and giving them with special experience is showing successful marketing effects.
