How to Find a Target Market When Selling Cosmetics


Makeup is an essential part of most women’s look--from a dab of blush to luscious, shiny lip shades, women luxuriate in using make-up to enhance their natural beauty. There are cosmetic choices for the career woman, the mom-on-the-go and even the pre-teen who receives her first make-up kit from mom. Each has her own makeup needs, and cosmetic companies work to target their brands accordingly.

Things You'll Need

  • Cosmetics
  • Camera
  • Pictures of products
  • Invitations
  • A group of women from diverse backgrounds
  • Spacious venue
  • Sample makeup products
  • Cosmetics experts/assistants
  • Gift bags

Host a cosmetics showcase. Pre-select the products you’d like to present to the group for testing. Invite a diverse group of women to come and sample your products. You’ll want to invite 35 to 50 women in hopes that at least 25 attend. You should invite women of different ages, races and interests. Create invitations with a picture of your products on the front and mail them to your guests.

Make a plan for how the showcase will run and how it will be staffed. Select five people who can assist with applying makeup. These people should be well-versed on your products so they can ask and answer questions. Plan to set up different testing stations--for example, one for face products, one for eye products, one for hand and nail product and one for lip products.

Create a survey packet you can distribute during your showcase. Each packet should include a decorative cover page, a page that collects demographic and psychographic information such as age, marital status, ethnicity, salary and interests. It should also ask for how often participants use makeup, which brands they prefer, how much they spend a month on cosmetics, their staple cosmetics items and where they usually purchase their cosmetics. Participants should also get a survey at each station they visit so they can provide feedback on the products. Inform the participants that their surveys will remain anonymous and they don’t need to put their names on them.

After the testing session, hold a question-and-answer session with your participants to get their feedback after experiencing your cosmetics. You’ll want to ask them their favorite products and colors. Since this portion won’t be anonymous, you may not want to ask questions like “which products did you hate?” Allow space in their survey package for such evaluations.

Offer each woman a gift bag of sample items to take home. Include a note inside the gift bag that thanks your participants for attending and lets them know you’ll be in touch. After the event, call each woman personally to get some additional feedback.

Compile the information and figure out your ideal target audience.

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