Purchase Motivators in Private Label Cosmetics

When a retail store sells cosmetics through a private label channel, they need to understand the most important purchase motivators for these type of products. The ideal mix depends on the geographical and social target market. Consumers can be divided into various personas such as salaried professionals, self-employed entrepreneurs, students and home makers.

Private label products can provide viable market entry into maturing industries, as a new generation of shoppers likes to explore new brands. Product category has a decisive role that affects private label sales. Here are the essential psychographic motivations associated with why consumers decide to buy private label products.

Quality

People will compare the quality of private label brands with well known brands. They may be willing to cut corners on quality for budgetary reasons. But for the people that care about performance, only certain products are suited for private label marketing. Cosmetics is an industry in which private label branding is successful and widespread because the products are based on proven formulas made by private label lab scientists.

Price Consciousness

Consumers will look at pricing for private label products versus the national brand equivalents. In weighing the price, the consumer wants to make sure they are getting the same or more value as a national brand, based on volume, enjoyment and other factors that add up to customer expectations. Economic conditions are always shifting, so attitudes about price are also subject to change.

Pack Size

The convenience of the pack size can be a deciding factor for both private label and national brands. Several types of beauty products come in compact containers, which goes along with the theme of big gifts wrapped in small packages. Women like to carry certain cosmetics in their purses, while leaving others at home in the bathroom cabinet. The pack size should be appropriate for the product size, as many consumers now are conscious of sustainability and waste reduction.

Variety

The more variety that a private label makes available, the more it can compete with national brands as a suite of choices. People like the idea of multiple choices, because it gives them a greater sense of freedom. If consumers like one product of a brand, they may want to explore another. The more the retailer can cover a broad range of beauty products, the more chance it has to expand its market.

Packaging

If the packaging is attractive enough, it can sway people's purchasing decisions. Cosmetics products convey the obvious theme of beauty, so the packaging cannot afford to be plain. Packaging communicates emotions through colors, fonts, shapes and texture. If there's one industry in which packaging design is crucial, it's cosmetics.

Ability to Satisfy Needs

No matter how affordable or convenient the product is, it still must satisfy a consumer need. Whether it's a private label or advertised brand, people will only keep buying it if it brings them satisfaction. If not, there are many other cosmetic choices on the market. Beauty products have a very personal appeal, so it comes down to developing trust with the consumer that the product does what it's supposed to do.

Discount/Promotion

Private label products often stand out because of flexible deals compared with national brands. One way to get the public's attention is to offer exclusive deals that they cannot find elsewhere. A big reason why the smartphone has become so prominent as a shopping tool is that it helps shoppers find quick deals. Offering specials is a good way to get new customers to try products. Private label products in general have an advantage of less expenses involved, allowing for competitive pricing.

Pre-Sales Counselling

As a merchant provides a customer with product information in the pre-sales stage, he or she can drive the buyer to a tipping point of deciding to buy the product. A customer may feel ready to buy as soon as certain questions have been answered for them by the sales agent. Discussion of quality and offers may be what customers are interested in the most. The more sales agents communicates with the customer, the more they learn about the concerns that shape purchasing decisions.

After Sales Support

In order to retain the customer's loyalty, it's still important for the retailer to deal with them after the sale. They may want to exchange or return the product because of a defect, misunderstanding or a new understanding. The retailer of the private label brand can develop a respected reputation by providing a level of support that resolves customer issues.

Name Credibility

A private label brand depends on the credibility of the associated retail store that markets the brand. It must compete with nationally known brands, many of which are household names. Over time the brand can develop a familiar identity by delivering useful and credible products at competitive prices.

Topics: Cosmetic Packaging, Private Label Cosmetics