Health & beauty
Are You a Sucker at Sephora?
9 insider secrets cosmetics companies use to get us to buy stuff we don't really need
Skip to see the 9 insider secrets now.
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.
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