Competitive analyses

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The more people work with a brand, the more those people will use as well as feel loyal to that brand. (chapter 1 pg 120).  There are a number of competitors in the cosmetic world.  They all have their own long wearing lip colors.  Keeping our customers loyal to Lancome products is the goal.  Target competitors include Mac Pro long wear lipstick($18.00), Estee Lauder Pure Lip Shine($25.00) , Rouge Allure ($34.00), Yves Saint Laurent Rouge Volupte Shine lip color ($34.00) just to name a few in the market. Since Lancome sells a wide range of products, to get the customer to use Rouge in Love all you need to do is to get them to use any other product from Lancome. Figure out the one product they need that has a use to them first then bring them towards Lip color.

The brand idea is based on an insight into the audience that makes the brand relevant to them. It must exemplify something—tangible or intangible—that people find compellingly relevant to their lives. (ch 4 pg 53)

All competition lip colors have similar qualities and benefits. They are all from the line of long wear. They all have the same length of staying, eight hours. All lip colorsr include to have shine and hydration. They come with a different scale of prices ranging from $18.00 with Mac to $34.00 with YSL and Chanel. The price is not a problem with the competition. If the customer is buying higher end department store cosmetics in the first place then that is not a problem for competition.

The competition to Lancome has promotions throughout the year. They have different promotions with a gift with purchase about twice a year in different stores.  When Lancome is not in a gift with purchase we will be promoting free consultation and makeovers. To get Rouge in Love out in the market for people to try we will offer to try it for free.  The customer may come in for something totally different than lip color but we will suggest different products for them to try while they are there.  After trying Rouge in Love they can decide if they fall in love with it after seeing the benefits from the product. We would like to get the product on as many people as we can before they walk out the door. The more people we can get the product on the more customers we can get to come back to purchase Rouge in Love.