A brief history of cosmetics Essay

Through the ages, cosmetics have been in used to transform appearances. It started with the Ancient Egyptians, Romans and Greeks (Avoncosmeticsnug 2007). In Ancient Egypt, exterior appearance is closely attached to spirituality (Mellor 2008). Looking good is not for vanity but for the gods. During those times, Ancient Egyptians used black kohl to color their eyes. It is a concoction made up of burnt almonds, oxidized copper, a couple of different-colored copper ores, lead, ash, and ochre. Kohl is applied using a stick and Ancient Egyptians applied it in an almond shape onto their eyes (Mellor 2008). For the lips and cheeks, a blend of red clay and water were applied, while henna was used on the fingernails (Narada 2008). This tradition behind cosmetics started to fade when the Greeks arrived and used cosmetics for aesthetic purposes (Mellor 2008). The use of cosmetics was widely accepted and it was a thriving commerce around the Mediterranean at that time (Narada 2008). Later on during the time of the Romans, perfumes were widely used in baths, fountains and also weapons (Boyd 2008). Romans also apply kohl just as Egyptians did (Narada 2008). As the nineteenth century ushered in, whitening mixture was applied on the face to be able to achieve a fairer complexion. During those times, whiter skin meant a good social status since darker skin is associated with the working class (Mellor 2008). This cosmetic was composed of carbonate, hydroxide, and lead oxide. But due to lead poisoning that caused muscle paralysis or death, lead oxide was replaced by zinc oxide which is still being used until today (Boyd 2008). Eventually by the 20th century, safer cosmetics were made available as doctors started to work with cosmetics companies to avoid problems like lead poisoning (Modes in Makeup 2008). The industry got a boost when cinema became popular and the masses tried to imitate actresses on the big screen. Helena Rubinstein and Max Factor both made their mark during this time as they developed an assortment of cosmetic products like mascara, colored powder, and pancake make-up (Boyd 2008). The new century also brought in a new trend – the tan complexion. Tan was now the symbol of affluent individuals who did not need to work but instead simply went outside and engaged in recreation. The bronze look was the look to go for (Modes in Makeup 2008). The industry continued to grow during the 50’s and the 60’s. Cosmetics companies advertise a great deal in televisions where the focus was on the lips and eyes. Natural products as well have grown in popularity. These are products with botanical components. By the 70’s, the concern for the environment was widespread and harmful ingredients were then banned for manufacturing (Boyd 2008). Many players now are part of this booming business. The industry will continue to grow as cosmetics continue to be an integral part especially of women lives. 2. 3 Branding Kotler (2003) defines a brand as any mark or label that is attached to a product that means something for people or something that people can be associated with. For example, coffee is a product and Starbucks is a brand that means high quality coffee and is usually associated with yuppies. In other words, a brand produces a certain image, feeling, emotion, personality, or even a set of values in a person’s mind by just hearing or seeing the brand’s name. For example, Coca-Cola connotes enjoying the moment of having a cool drink with friends or family, FedEx implies fast and safe delivery service, Porsche is expensive but luxurious cars, New York City is the city that never sleeps, and The Body Shop promotes the beauty of each individual while protecting the planet (Kotler 2003). Kotler (2003) further explains that building a brand involves an intricate and interdependent system of devices such as advertisements, public and media networking, financial support for events or issues, and many more. But the most important device is the customer service provided by the brand’s employees. Friendly and helpful shop employees may determine whether clients will come back or not. Everything about the company, its plans, processes, services, and final merchandise must revolve around the brand it is promoting. This is how valuable a brand should be for a company. On the other hand, to be able to say that a company truly has an effective brand depends on the level of loyalty and influence the brand has on consumers in general and on its clientele in particular (Kotler 2003). Specifically, branding is a marketing strategy of a business to make its product stand out among competitors. It uses tools like distinctive product names, symbols, slogans and other images (Principles of Marketing 2008). It not only helps in distinguishing a product but also safeguards the consumer from other products that seem to be the same (Hislop 2001). An example of a product with good branding is Nike’s sports apparels and shoes. The brand is strongly associated with sports and the checkmark sign and the slogan just do it sets it apart from other sports brands. Aside from familiarity branding also invokes emotional responses – Lexus with the feeling of luxury – or cultural responses – Pepsi with the youth (Hislop 2001). It was about 15 years ago when the concept of branding entered the business world. However, until now, the word is still being confused with marketing and advertising. The process of branding should be the first step followed by advertising under the big umbrella of marketing. Research shows that companies that do not establish a brand identity first before advertising only see themselves lose money (Klein 2008). Branding is not all about raising awareness to the product. It is about getting the consumers perceive the product as the sole answer to their troubles or needs (Lake 2003). The logo or slogan is not the brand of the company instead it is the character of the company. The brand is what the company symbolizes in the customer’s mind (Klein 2008). It is a summation of all the opinions and encounters of the customer with the product or service (Lake 2003). It is imperative for a company to establish a lasting brand if it intends to survive in the very competitive world of business.