Women trends & brands: pt 2

January 29, 2007 by Mary Wynne-Wynter 

I recently posted, from both the consumer and consultant point of view, what I thought about cosmetics being hawked to women when they’re at the doctor. Enough of my rant against that heinous trend.

This further supports my idea that a better direction for a brand like Clinique is to WOW the woman shopper when and where she leasts expects it…i.e. Costco. Surprise matters.

Spending: 24 Rolls of Toilet Paper, a Tub of Salsa and a Plasma TV: “It’s more than impulse buying. It is a calculated part of the company’s business plan. Call it the Costco effect.”

Recently, Ms. Schneider and her college-age daughter were excited to find Ugg boots, Smashbox makeup in leather cases and Seven jeans at their Costco in Nashville. “Costco seems to go for the upper crust in taste,” she said.

“We’ll always have the same staples — the cereal, the detergent — and then we add in the ‘wow’ items.”

(Via NYT > Most E-mailed Articles.)

Filed under: Consciousness, career, going solo
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