As the awareness and usage of cosmetics and skincare products is increasing all over the world, the cosmetics industry is finding new ways to overprice their products. In the year 2018, leading cosmetics brand Estee Lauder had a gross margin of 79.39%. The science and technology behind these products, while extremely good for skin, is being used as a blanket to justify high priced products that are mainly based on fresh fruits and natural ingredients. By leveraging on the emotional connection with consumers, brands are able to instill trust in us by exaggerating the value addition.
The ‘Oh! Real’ challenges the cosmetics industry along with its exorbitant pricing strategy by unveiling the benefits of the key ingredients i.e. fruits and natural ingredients.This luxurious display of the most used fruits in the cosmetics industry is a true indication of how the industry is using marketing to portray the products in a spotlight by underscoring the value of natural ingredients.
This installation aims to encourage people to question the true ‘worth’ of these products and as a result the companies’ values. It's a reflection of a complex relationship between consumerist desires and the marketing efforts that feed into these desires.
So, how long before you peel back the layers of illusion of overpriced cosmetic products and appreciate the simplicity of these natural ingredients?
