They put a whole lot of text on the front of a package
Bullet points. Numbers. Run-on sentences. You'll find all of this front and center on your favorite beauty products. Is it put there so that we'll read it? Nope. All that text is there to get us to believe that the product really works.
"A lot of text on the front of a product gives the impression that it's a very serious formula from a credible company," says Bennett. "It makes us feel like there's a lot of research behind the product -- and that makes us think that it will work."
The bottom line: Go ahead and read the fine print. See if it makes any sense. But know that you'll have to do a bit more sleuthing if you really want to know if the product will work the miracles promised on the front.
Ever wonder why you walk into Sephora on a mission -- say, to find a new signature scent -- and walk out $127 poorer because you couldn't resist also picking up a skin-clearing face serum and lash-boosting mascara? You probably chalk your unexpected purchases up to the fact that you're a bona fide beauty junkie. That's what we do.
At least, that's what we did until we met Ben Bennett, founder and creative director of Hatch Beauty, a Los Angeles-based branding, packaging, and product development company. Bennett has spent years in the beauty biz as the creative mastermind behind top cosmetics, skin care, and fragrance companies, so he knows a thing or two about the tactics manufacturers use to lure us in to buy beauty products we don't really need.
"Companies spend a lot of time and money researching the right words and colors that will subconsciously attract consumers to buy their products," says Bennett. And those tactics work, says Lars Perner, PhD, assistant professor of clinical marketing at the University of Southern California. "Our subconscious mind is quite powerful. Well thought-out word choices, fonts, package colors, and where products are placed on a shelf make a bigger difference than you might think in how drawn to a product you are," says Perner.
Because we're not ones to get duped -- especially when it comes to our beauty stash -- we asked Bennett to tag along on our next trip to Sephora. We pointed out the products that called to us like long-lost lovers and let Bennett fill us in on exactly what tricks those companies used to hook us hard enough to head to the cash register.
Turns out they've got some nifty tricks up their sleeves. Will it stop us from our monthly (OK, weekly) beauty counter buys? Probably not. But hey, knowledge is power, right?
Here, the 9 insider secrets beauty companies use to get us to buy their products.
