midterm paper1

7/27/2019 Midterm Paper1

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1. Background of sponsor

a. Ad. #1 is from PUREDERM , a sub-brand of ADWIN KOREA CORP. founded by CEO Park Han Wook, which manufactures and distributes high quality Beauty

& Healthcare products for various international markets.

PUREDERM is the flagship brand widely recognized by worldwide consumers in morethan 60 countries which the selected Ad. is from PUREDERM Philippines .


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b. Ad. #2 is from Este Lauder , f ounded in 1946, thecompany has gained a worldwide reputation for elegance,luxury and superior quality in skincare, makeup andfragrance products that are both gentle and highly effective.

Este Lauder products are sold in more than 135 countriesand territories. This Ad. is from ESTEE LAUDER Malaysia .

2. Background of product

The product that was selected to analyze is BB cream or Blemish balm. It is acosmetic item sold mainly in East and Southeast Asia, although larger beauty brands areincreasingly introducing BB creams to Western markets.

The origin is from Christine Schrammek, German dermatologist, in the 1960s and wasdeveloped further in the 1980s by Korean cosmetics companies.

BB cream is promoted as an all-in-one facial cosmetic product to replace serum,moisturizer, primer, foundation and sunblock. It can be worn alone as a tintedmoisturizer, over serum and moisturizer as a regular foundation, and under powder,

depending on the desired amount of coverage.

BB creams make up 13 percent of the cosmetics market in South Korea. Westerncosmetics companies began to launch BB creams in the Western market in 2012, thoughsome of these creams have been criticized for lacking the skin-caring functions that BBcreams normally have, and for being no morethan tinted moisturizer. Early arrivals includedBoscia, Clinique, Dior, Este Lauder, Garnier,Marcelle, Maybelline, Omorovicza, Natura Bisse,

Revlon and Smashbox.


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3. Background of adverts

Sponsor is identified

Persuade: consumersto purchase the product

Paid form of communication

M ass media reaching a large audience of potential consumers

Nonpersonal

Sponsor is identified

Persuade: consumersto purchase the product

Paid form of communication

M ass media reaching a large audience of potential consumers

Nonpersonal


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3.1 Types of Advertising

Both adverts are considered as Brand Advertising which show thedevelopment of a long-term brand identity and image and also develop a distinctive

brand image for a product.

4. Reason for selected adverts

Both adverts represent the same product, BB Cream , but in different brand anddifferent region as Ad. #1 represents the product in Asia market and Ad. #2 represents the

product in Western market which makes it interesting in the language elements and other features.

5. Target audience / demographic groups / overlap groups

Ad. #1

Target audience : Women who concerned about their

skin problem.

Women who love use cosmetics withnatural ingredients

Make-up Artists

Demographic groups : Age: 25-35 considered from the

model, the benefit of product which prevent wrinkles

Gender: Women/Female consideredfrom the product and the model

Ad. #2

Target audience : Women who concerned about their

skin problem.

Make-up Artists

Demographic groups : Age: 30-40 considered from the

model, and the benefit of productwhich minimize the appearance of imperfections

Gender: Women/Female consideredfrom the product and the model

Women

Student andProfessionals

25-35 Asia

Middle class

Women

Professionals

30-40 Asia

Uppermiddle class


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Income level: Middle class, Studentand Professionals considered fromOnly available at Watsons which itis a well-known retail store that sell in

medium-priced and cut your beautyregimen in half the time whichsuitable for college students andworking women.

Ethnicity: Asia considered from thisad. is from PUREDE RM Philippine ,the model, and colour of the productKorean -mode which suitable for Asian skin tone.

Overlap groups : aged 25-35 and studentsand professionals are in the same group andmight considered in middle class as the agestill can be in the education or just start acareer.

Income level: Upper middle class,Professionals considered from the

brand which is a high-end counter brand that sell in high-priced and

Immediate brightening effects,Create a flawless base whichsuitable for working women

Ethnicity: Asia considered from thisad. is from ESTEE LAUDER Malaysia.

Overlap groups : aged 30-40 and professionals are in the same group andmight considered in middle upper class asfrom the age can assume that has comfortableincomes.

6. Attention-seeking devices

Ad. #1

IMAGE - As the slogan bare -skinned theimage of the model is showing a

perfect natural beautiful skin.- The background is shining andsparkling as the slogan beauty like

magic! and give yourself a healthyglow which also make the modelsface outstanding to grab consumersattention.- The product image is clear and thecolour of the package is outstandingfrom the ad. which easy to identifyand memorable.- The sample of the colour of BBcream was added near the productimage which makes it easy to identify

Ad. #2

IMAGE - The models skin looks glow, brightand perfect which suitable for thename of the product lineCyberWhite Brilliant Cells and the

benefits of the product as Immediate

Brightening Effects, Creates AFlawless Base, and Leaves Skinwith a Fresh and Natural Look. - Use clean tone in Light Blue andWhite in the ad. which suite the

product package and to make theimage of the product and the modellook outstanding and grab the targetaudience attention.- The product image is clear and thecolour of the package is mix well


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and also affect consumers decision.- The model use paralanguage as sheuse her hand to touch her face whichalso grab consumers attention; like

she wants to say Look at me! VERBAL TEXT - The sponsor is easy to identifywhich use a white colour in the text tomake it outstanding of the modelshair as a background.- The slogan Get effortless, bare -skinned, beauty like magic! is bigger than other text. bare -skinned is

bigger and bolder in the slogan whichis the intention of advertiser to grabthe target audience attention.- The use of exclamation mark inbeauty like magic! is to emphasizethe consumers that this product canwork like magic on their skin and theword magic also convey to the nameof the product Magic BB cream. - Colour of texts in slogan is easy to

read. I ts not blend in the background but the text in information about the product is too small which might losethe consumers attention. - The use of phonological in theslogan bare and beauty. - Use the possessive fo rm your toaddress the reader Nourish your skin, Give yourself a healthy

glow, make Purederm Magic BBCream your all-in-one skin treatmentsystem, and cut your beautyregimen in half the time which

persuade the consumers attitude. LAYOUT

- The sponsor at the top left of thecorner, which separate by a spacefrom other text, make it easy toidentify.- Read from left to right which the

with the background.- The slogan One multi -action crmefor multi-faceted perfecti on is shownin the models image which is the

light effect and shadow as the perfectface dimensions. VERBAL TEXT

- The use of phonological in theslogan multi- action and multi-faceted. - The sponsor is easy to identifywhich bigger, bold and dark colour text. - Colour of texts is easy to read. Itsnot blend in the background.- The slogan is easy to spot and grabthe target audience attention. - The name of the product line is bigenough to make it easy to spot andremember. - Extra Intensive BB CrmeSPF35/PA+++ is in light blue colour which suitable for the theme tone andalso make the text stand out soconsumers will notice ExtraIntensive

LAYOUT - The sponsor is at the center left of the ad. next to the product whichmake both of them easy to identify.- From the top, consumers will spotthe model next to slogan and movedown to the center which the sponsor is next to the product and then thename of the product, productsinformation.- The use of space in this ad. make thecompositions in it very clear. eg. The

background colour is used as aseparate space which at the top, the

background colour is light blue with

white sparkling to make an imagesand text stand out and also a clear


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consumers spot the brand first andthen the slogan, move down the pagethrough information about the productand finally the product at the bottom.

space around the product which makeit easy to identify and at the bottom,the background is white blended withlight blue which in this separate area

is the name of the product, productsinformation and the promotion.

7. Functions of Advertising

Ad. #1 Ad. #2

8. Consumer/Advertiser Objectives

Provide theinformation andbenefits of product.

Provide the web siteto get moreinformation aboutthe product.

Provide the locationto buy a product.

Information

Give the reasons forbuying by provide thebenefits of product.

Convenience to buyat 'Watsons' and SMDepartment store

Incentives/promotional

The product is easy

to identify. The name of thebrand is easy toidentify at the topleft, inthe informationand at the product .

Remind theconsumer aboutits benefits in slogan,information.

Reminder/reinforcement

Provide the information

and benefits of product. Provide the web site toget more informationabout the product.

Provide informationabout the promotion.

Information

Give the reasons forbuying by provide thebenefits of product.

Inform about the freetrial promotion.

Provide acomplimentary servicewith a 2 minute touch-up.

Incentives/promotional

The product is easy toidentify.

The name of the brandis easy to identifyat the center left and atthe product.

The name of theproduct is also easy toidentify.

Remind the consumerabout its benefitsin slogan, information.

Reminder/reinforcement


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Ad. #1

Advertising Objectives

Attention/Awareness : by using a model with perfect skin , the slogan "Geteffortless, bare-skined,

beauty like magic!", andcolorful package.

Interest : by giving enough informationabout product.

Knowledge : by giving enough informationabout product.

Attitude Change :make the consumers have agood attitude about the

product and believe it canmake them look better.

Behavioral Change/Trial :make the consumers want totry the product from the last

phrase "cut your beautyregimen in half the time".

Repurchase/Commitment/ Reminder :make the consumers want

purchase it after saw thecolour of product and benefits

Consumer's Objectives

Satisfy Curiosity/Memory :from the slogan andinformation in the ad. madethe consumers remember the

product as it can provide a beautiful skin.

Identify Personal Needs :recieve information about the

benefits of the product whichcan solve the skin problems.

Gather Relevant Information :the consumers have enoughinformation to try the

product.


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Ad. #2

Advertising Objectives

Attention/Awareness : by using a model with perfectskin , the slogan "One multi-action creme for multi-facedted perfection"

Interest : by giving enough informationabout product.

Knowledge : by giving enough informationabout product.

Attitude Change :make the consumers have agood attitude about the

product and believe it canmake them look better.

Behavioral Change/Trial :make the consumers want totry the product by provide afree sample of the product.

Repurchase/Commitment/ Reminder :make the consumers want

repurchase after trial

Consumer's Objectives

Satisfy Curiosity/Memory :

from the slogan andinformation in the ad. madethe consumers remember the

product as it can provide a beautiful skin.

Identify Personal Needs :recieve information about the

benefits of the product whichcan solve the skin problems.

Gather Relevant Information :the consumers have enoughinformation to try the product.


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9. Message Strategy

9.1 Message Strategy: Ad. #1

Action :consumers purchase the product to try to see theresult as it promises.

Desire :change the consumers attitude to try and buy a

product by convey them that "you can have a beautiful bare-skinned by using our all-in-one BBcream which also help saving time of your beautyregimen" which built a must-have effect and also addan optional product 'Purederm Pearl BB Cream' for added shimmer next to an actual product to providemore choices for consumers.

I nterest : provide the benefits of the product as a messagedirect to a certain audience; using the keyword like'bare-skinned', 'nourish your skin', 'healthy glow' and'cut your beauty regimen in half the time'.

Attention :Grab consumers attention by the image of the modelwith perfect skin and the slogan " Get effortless,bare-skinned, beauty like magic! " which meet the

personal needs 'Every women want to be beautiful'


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9.2 Message Strategy: Ad. #2

Action :consumers get the product sample to try to seethe result as it promises and also stisfied witha 2 minute touch-up service which can lead to

purchasing behavior and stick to the brand inthe future.

Desire :the benefits which build a must-have effect to

persuade the consumers to try the productwhich they can get a free sample at the brandcouters.

I nterest : provide the benefits of the product as amessage direct to a certain audience from theline "1 Multi-action B.B Creme, 7 Skin-Perfecting Benefits" The message is "you onr of our product but get 7 benefits from it"which the ad also provide a promotion of freesample and 2 minute touch-up as well.

Attention :

Grab consumers attention by the image of themodel with perfect and glow skin and theslogan " One multi-action creme for multi-

faceted perfection " which meet the personalneeds 'Every women want to be beautiful'


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10. Message Reception

10.1 Message Reception: Ad. #1

Perception Exposure- Fashion magazine

Attention- Image of the model with perfect skin.- The slogan Get effortless, bare -skinned, beauty likemagic! - Colour of the package is stand out.- Background is sparkling like an aura and it suit to theword magic.

Stopping Power - By using the model with perfect skin which meets the

personal needs of the consumers Every woman wantsto be beautiful and the colour of packaging that cangrab the consumers attention.

Awareness Attention- Colour of BB cream is influence to the consumersdecision to buy the product.

Relevance to needs- provide an information that relevance to consumers

personal concern such as coverage without clogging pores and controls oil and prevent wrinkles

Interest- Because every woman want to have a beautiful skinwhich the models perfe ct skin and the benefits of

product can convince the consumers that they can get

the same result. Involvement- This ad. can consider as a high-involvement becauseit provides a lot of information about the productwhich relevant to personal needs.

Understanding Informational advertising- provide information about benefits of the product andcontact information (web site)


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Learning- Consumers learn about benefits of the product.

Persuasion Appeals- This product is all-in-one skin treatment BB Creamwhich it claims cut your beauty regimen in half thetime so it will be convenience for the consumers.

Attitudes/Opinions- Consumers receive a positive message from the ad. asit changes an existing opinion that This BB Cream isnot just a multi-function foundation but it also contains15 natural extracts and notorious ingredients.

Conviction leads to trial- Build the belief base on the models skin and colour of BB Cream which convinces the consumers that thisis the result you will get from using the product. - Promote an optional product Purederm Pearl BBCream next to the actual product with someinformation about the product that for added shimmerwhich provide more choices for consumers.

Retention/M emorabil ity Repetition- Repeat the brand name in the ad and on the product.- Repeat the name of the product Purederm Magic BBCream in the product information and also on the

product.

10.2 Message Reception: Ad. #2

Perception Exposure- Fashion Magazine

Attention- Image of the model with perfectly glow skin.- The slogan One multi -action crme for multi-faceted

perfection. - Clean light blue background which suitable with

colour of the product made the model and the productstand out.


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- The name of the product is easy to notice.- Background was separated clearly between theimages, slogan, brand name part and the informationabout product part.

- The product and brand name are easy to identify.

Stopping Power - By using the model with perfect skin which meets the

personal needs of the consumers Every woman wantsto be beautiful. - The composition of the ad. is bright and shine withlight colour which grab the attention.

Awareness Attention- The slogan One multi -action crme for multi-faceted

perfection. make the consumers feel This is the product that can give the perfection to my skin in onetube. - The image of the models skin convinces consumersthat they can get the same result.

Relevance to needs- provide an information that relevance to consumer s

personal concern such as create a flawless base andminimize the appearance of imperfections

Interest- Because every woman want to have a beautiful skinwhich the models perfect skin and the benefits of the

product can convince the consumers that they can getthe same result.

Involvement- This ad. can consider as a high-involvement becauseit provides a lot of information about the productwhich relevant to personal needs.

Understanding Information advertising- provide information about benefits of the product andcontact information (web site)

Learning- Consumers learn about benefits of the product.

Persuasion Appeals


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- This product is multi-action BB Cream which itclaims multi -faceted perfection and 7 skin -

perfecting benefits so it will give the consumers asensory pleasure with their skin and appearance.

Attitudes/Opinions- Consumers receive a positive message from the ad. asit changes an existing opinion that This BB Cream isnot only a multi-action crme but also give you amulti-faceted perfection which it is Extra Intensive and

provide you a 7 skin-perfecting benefits . Conviction leads to trial

- Build the belief base on the models skin which

convinces the consumers that this is the result you willget from using the product. - Give away a free sample when visit the brandcounters and complimentary service with 2-minutetouch-up by the beauty consultant for a fresh new look which will make the consumers satisfied about the

product and services.

Retention/M emorabil ity Repetition

- Repeat the brand name in the ad and on the product.- Repeat the name of the product line CyberWhiteBrilliant Cells in the product information and also onthe product. - Repeat the word perfect as Perfection,Perfecting.


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11. Selling Premises Ad. #1

The product from "PUREDERM" is "Magic BB Cream" which combinedmulti function foundation with skincare benefits.

The consumers can have a perfect 'bare-skinned' without any complextitywhich was convey by the slogan "Get effortless , bare-skinned, beauty likemagic!" The phrase 'bare-skinned' is in BOLD and BIGGER than other words in the slogan which leads to the persuation that the consumers canhave a beautiful skin like the model.

"Get effortless, bare-skinned" is relate to the last line in productinformation "cut your beauty regimen in half the time"

Selling message in the features:

" Nourish your skin", " light on the skin", "skincare benefits ",

" Moisturizers skin", provides excellent coverage ", " without clogging pores", " brightens and evens-out skin tone", " mattifies skin", " controlsoil", " preven t wirnkles", protects you from UV", " nurtures with 15natural extracts", " give yourself a healthy glow ", and " cut your beautyregimen in half the time".

Product and Prospect Stratgies

Moistures skin = Nourish the skin with moisturizer

provide excellent coverage but light and not clogging pores = provide aflawless skin with acne-free

added skincare benefits with 15 natural extracts = Safe and provide a

natural beauty for skin

brightens and evens-out skin tone = give a healthy glow

controls oil to mattifies skin = provide smooth skin

prevent wrinkles

protects the skin from UV = can also use as a sunscreen

save time in beauty regimen

Benefits

This product will give you a healthy glow like bare-skinned which cutyour beauty regimen in half the time.

Promises

It will nourish your skin

Give yourself a healthy glow

Cut your beauty regimen in half the time

Reason Why

Multi-function foundation that comes with 15 matural extracts andnutritious ingredients.

Cut your beauty regimen in half the time.

Promote an optional product 'Purederm Pearl BB cream' next to andoptional product to provide more choices for the consumers.

Unique Selling Proposition


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Ad. #2

The product from "ESTEE LAUDER" is "CyberWhite Brilliant Cells"which is one multi-action BB Cream combine with 7 skin benefits.

The consumers will have a bautiful skin in every angle which wasconvey by the slogan "One multi-action creme for multi-faceted

perfection." The slogan was put next to the model face and the productseparately from other texts which make it easy to identify.

"multi-faceted perfection" is relate to the product name "Brilliant Cells" which send the message that "You can have a beautiful skin in everyangle not just on the surface but deep to your cells".

Selling message in the features:

"7 skin-perfecting benefits ", " prowerful protection ", " inhibits surfaceoil and shine", " immediate brightening effects ", " even skin tone ","create a flawless base", " minimize the appearance of imperfections ","leave skin with a fresh and natural look"

Product and Prospect Stratgies

Multi-faceted perfection of your skin by creates a flawless base = provide flawless skin

Powerful Protection with SPF35/PA+++ = can also use as sunscreen

Inhibits surface oil and shine which leaves your skin with a fresh andnatural look = provide a smooth skin

Immediate brightening effects to even your skin tone = provide a healthyglow skin

Minimize the apperance of imperfections = provide a clear skin

Benefits

This product will give you a multi-faceted perfection for your skin.

Promises

It will give you a multi-faceted perfection.

You will recieve 7 skin-perfecting benefits from the product.

Reason Why

Recieve a free sample when visit the brand counters.

Recieve a complimentary service with a 2 minute touch-up by the beautyconsultant for a fresh new look.

Unique Selling Proposition


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12. Strategy decisions

12.1 Product positioning

Ad. #1 BB Cream that combine a multi-

function foundation and skincare benefits of 15 natural extractstogether which will provide a healthyglow bare -skinned.

Ad. #2 Multi-action BB Cream with 7 skin-

perfecting benefits that will provide amulti-faceted perfection.

12.2 Brand Image

Ad. #1 As Asia has a reputation in herb, the

ingredients in PURESERM productsare focusing on natural ingredients torepresents the brand as natural beautywhich safe for your skin.

Ad. #2 ESTEE LAUDER represents

elegance, clean and beauty andalways put the brand name on top of the name of their product on the

package which will be easy for the

consumers to notice the brand.


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13. Competitive Advantage

Feature Importance toProspect

Product Performance

BenefitAvailabilityPackagePromotion

1234

Ad. #1+++-

Ad. #2---+

In the line of cosmetic products, benefit of the product is the most concernment for consumers because they want to receive the most satisfaction from the product that reallydirect to their personal needs. As the most concernment, advertising about cosmetics shouldcontains information about benefit of the product as the same as these two ads; Ad. #1

provided more benefits than Ad. #2 which leads to persuasion and made the consumers givemore attention to the product (the more information, the more it can cover all of theconsumers concernment) .

Secondary is the availability of product which will help reach to the target audienceeasier which Ad. #1 is more available than Ad. #2. The product in Ad. #1 is available atWatsons, which was considered as the largest health care and beauty care chain store in Asia,has more than 300 stores in Philippines and also available at SM Department store, the topretail centers in the Philippines, has more than 30 branches located at cities and provinces inthe Philippines. On the contrary, the product in Ad. #2 just available at the brand counter inthe department store which mostly will be restrict in a big department store.

Next is package of the product which will grab the consumers attention at the f irstglance; included shape, colour and information on the package. Ad. #1 covers all the

packaging elements than Ad. #2 which the package of Ad. #1 has an outstanding shocking - pink colour that has a stopping power , the shape of the product make it does not messy andeasy to use, and provide enough information about the product on the package 3 in 1BEAUTY which convey to SPF PA++, Wrinkle, Skin Conditioning , clear name of the

product MAGIC BB CREAM, sum up the benefits Soft & Gentle to Skin, Contains Natural Extracts & Nutritious Ingredients, clear brand name PUREDERM and quantity of the product 50ml.

Ad. #2 has a clean blue & white colour which add the perception of pure, clean and

bright to the consumers, the shape of the product make it does not messy and easy to use, and provide information about the product but not as much as Ad. #1 by provide a clear brand

Feature Analysis


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name at the top of the package which make it easy to notice ESTEE LAUDAER, provide aclear products line name CyberWhite Brilliant Cells, provide a clear na me of productExtra Intensive BB Crme and sum up the benefits Multi Action Formula, SPF35/PA+++ .

The last feature which available in Ad. #2 is the promotion that will grab theconsumers interest but the promotion free sample and complimentary service is limited justat the brand counter at Metrojaya, a popular retail company in Malaysia which offers items ata medium-to-high rate, which support the brand image.


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Perceptual Map

(Low/Hard) (Low/Easy)

(High/Hard) (High/Easy)

The perceptual map shown that the current position of product in Ad. #1 is also ina desired position; as it provides benefit of the product with a strength of the product NaturalExtracts & Nutritious Ingredients which it is a selling point that will convince theconsumers decision to try and buy the product and also available at Watsons and SMdepartment store which made it can reach the target audience. That is, the product in Ad. #1has to reinforce a current position which will help to get the consumers to stick with their

product.

Ad. #2 provides less benefit of the product in the ad than Ad. #1 which even thoughthe brand is a high-end brand and sells worldwide but the consumers will always compare the

benefit with other brand to make a decision to purchase a product and the product savailability was limited at the brand counter in a big department store. That is, it has to moveto the desired position by provide more information about the benefit of product witha strength benefit of the product that different from the product in the same type and alsofocus on an availability in order to reach for more customers.

Low

Benefit

High

Hard to find AvailabilityEasy to find

Current Position

Desired Position

Current Position

Desired Position

Ad. #1

Ad. #2


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14. Strengths and Weakness of overall strategy

In conclusion, these two adverts have strengths and weaknesses as follows:

Ad. #1Strengths

Clear and used different size of typography in the slogan which helpgrab consumers attention.

Provide a lot of information about the product which direct to consumers personal needs to persuade their

decision that leads to trial. The colour of product package is

outstanding from the ad. and easy tonotice which has a stopping poweras the colour contrast with other elements in ad. so it can attract viewer attention.

Promote an optional productPurederm Pearl BB cream next to

the actual product which providesmore choices for consumers.

Provide the image of colour andtexture of the product which makeconsumers aware about the product.

The product can be purchase atWatsons and SM Department storewhich convenience for consumers.

Send a positive message to consumersas the product convinces to provide a

beautiful skin and save time for make-up.

Shown a distinctive benefit Contains Natural Extracts & NutritiousIngredients with other brand.

Weaknesses

Texts that used in information about product section are too small andmight lose consumers attention.

The colour of text in contact websiteis blend with the background and toosmall which makes consumers cannot

see it clearly. Even though the product name was

repeated in the information about product but it use the same size andcolour with other text in this sectionwhich make it does not stand out andmemorable.


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Ad. #2Strengths

The space in ad. was used effectively

as it separate slogan, images,information about the product and

promotion clearly. Provide a promotion as free product

sample and complementary servicesto customers to reinforce trial whichlead to repurchase or brand royalty inthe future.

Repetition of brand name leads to

memorability. Colour of text in ad. is clear and easyto read.

Send a positive message to consumersas the product convinces to provide amulti-faceted perfection for consumers.

Use adjective as a selling messagewhich makes the benefit of product bemore persuasive as Powerful andImmediate.

The name of the product line and the product are big enough to make iteasy to spot and remember.

Weaknesses

Not provide enough information

about the benefit of product. The promotion was limited just at

Metrojaya counters which notconvenience for consumers.

Although both have strengths and weaknesses but they still wereconsidered as great ads because they contain the features that satisfy theconsumers objectives and achieve the sponsors objectives at the same time by

gain consumers attention and awareness with persuasive slogan, images andconvincing benefits of the product which satisfy their curiosity and relate totheir personal needs with enough relevant information to convince them that the

product can make them beautiful and have a perfect skin. Then these featureswill lead to change their purchasing behavior and try the product and stick withthe product.

midterm paper1

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