Beauty Companies - How They Control Their Consumers ?

Ever look at a beauty product, especially one that is overpriced and think why am I even considering buying this ? Beauty products today can range between the price of $2.00 - $100 and probably more but still quite a big range, do we think that the ones priced $100 are worth the hype?

I have often caught myself in Sephora looking at many products saying well I heard such good reviews about it, everyone loves it, I have to have it. But do I ? The companies have gotten so good at making sure their is a huge hype about their product, they have social media, bloggers and youtubers and all the in between talking about their new products that it makes almost a club around their products, and of course everyone wants to be part of the club. Including me. For these companies the club makes the brand, it translates the brand to the consumer and then makes a need for it.

Then you have other beauty companies that still use social media, and try and create a fan base but also want to have a sense of trust and connection between the consumer and the brand. These companies do this by talking with their consumers, conducting test panels, even sending out free samples. When doing this you get the sense of WOW, they actually care about me, my opinion and want me to trust this brand, to buy this brand.

Now the question becomes is there a difference, because they have different marketing strategies do they want different things ? What strategy would impact your decision to buy their product, are you more willing to buy a product where the company treats you like a club member, or a company that provides a connection between its consumers?