Lip care forever...

Lip care seems to be a very contemporary concept. It involves applying products like lip scrub, lip balm, lip gloss and lip moisturiser to mention few. With time the cosmetic industry has realised that there is a niche that should be encashed up on.

Think harder, not really !

Few decades back as a teenager I use to apply Vaseline lip gloss. As a young girl, my innocent lips would shine every time I applied it. It would look red and moisturised.

Lip balm segment

Did I realise I was catching eye balls by applying that? Not at all.

Why was I using it and carrying it everywhere I went? My lips would dry and itch.

Oh! Completely utility centric.

Did I know about the existence of the lip care industry and want to explore more products?

Well in the pre- social media era, the only promotional platform we had was the retail uncle. Of course, television ads but lip care was too alien a concept to invest tonnes of money in advertising.

This experience has an interesting insight that not all products need huge ad spends. In fact, some can survive just by word of mouth.

I don’t recall seeing any ads of Oriflame back then, but the company bloomed by the referral marketing model. The retail uncle was replaced by cosmetic expert aunts who looked and spoke beautifully.

Every product with a stringent budget problem has only one solution - innovation. Innovation in distribution and sales model.

Direct marketing is often looked down upon. Direct marketing with a tinge of glamour, tech or class might just be a bulls eye solution for some product in some part of the world.

Food for thought!

Image courtesy: www.pexels.com