Friday, October 24, 2008

What We've Learned from Cosmetics

It used to intrigue me - back in the cosmetic's factory, we'd take this $0.75 piece of wax - lipstick, actually - and place it inside an expensive, $5.00 lipstick tube. Made no sense - a package more expensive than the actual product. Totally outrageous.

Until I was promoted to the sales floor. There, I was introduced to the marketing concept of "Sell the Sizzle, not the Steak". You see, customers have a much easier time of evaluating quality from the tube than the lipstick. And in reality, more so than the color, moisturizing qualities or staying power of the lipstick, the tube - the sizzle - sold the steak.

How does this relate to jewelry? Most people like me can't distinguish a $500 ring from a $5,000 ring. However, we can distinguish between a $1 and a $5 box. So when you take that $2000 ring and place it in a $1 box, what are you communicating, actually?

Think about this the next time you're out shopping - consider how the package affects the quality and value perception of the actual product. Perhaps it's time to rethink that $1 box.

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