The Lipstick Effect

During the depression, there was an increase in cosmetic sales, especially lipstick. It’s a relatively small and inexpensive purchase that cheers you up. A great way to lift a mood. In this economy stress levels are high and people are looking for instant gratification.

In the lipstick department, consumers are NOW interested in the ingredients in the product. When they learn that there’s little difference between an expensive department store item and a drugstore splurge, it makes them feel smart and picks up their spirits. They think, “I don’t have to spend $40 for Estee Lauder, I can get products just as good for half!” They feel rewarded for trading down. You’ll notice an increase in cosmetic kiosks due to this “effect”. It gives consumers a department store feel, but allowing them to pay a lower price.

Do large cosmetic companies still have something to offer? Well, that depends. Some consumers still want the satisfaction of showcasing their Chanel lipstick, but for other products such as nailpolish, they won’t splurge if no one will see what brand it is, or care. Do people actually care about what nailpolish brand you wear anymore. Not so much.

Consumers are getting a new pleasure out of price transparency and begin to think along the lines of: “I’m not going to let BIG BRAND X take advantage of me anymore, I’m going to get the best bang for my buck with this new cool brand.”

How can we relate this to our industry of dance? When you think about your spending or the amount of money that you pay for a full page 4 color ad in any of the industry publications, how much is it? Go ahead. Say it out loud. Now, think about what you get for that full page. What has it done for you…? Do people still read those things? I mean, really read them? They may skim them, but their value has dropped.

The gendance difference is the new way of thinking of online marketing. It lifts your mood and it can get you saying, “YES! I love this product. It costs so much less, gives me the same exposure and it’s just as good, maybe even better.” Think about how you can use gendance. You save time because we come up with your ad concept for you. We design the ad for you. (how much time and $ have you saved already?) One customer recently told me that “Time is the enemy.” I thought to myself, and THAT is the reason why gendance will continue to grow.

We’re giving clients back their time, energizing them with our 'showcasing of their brands in a new light' and designing their ads. Our readers buy, react, love and learn about gd advertised brands. Plus, with each ad having its very own link you can send it out to your lists, use it for press, and you can also re-use and promote our icon ads. (that look so good. No joke.) Plus, when your icon ads are located in articles that are forwarded to lists of 30,000 or more, their buyers will be clicking on your ad and reading your brand story every time. No useless banner clicking on and off to your website, it’s time to educate. (google analytics show that readers are READING each ad and article and spending about 4-6 minutes each with them)

So, my dear prospects… I guess that gendance is the NEW SHADE of gorgeous lipstick. Try it on and you’ll wear it all year; especially at the elite events.

EB