Are You a Sucker at Sephora?
9 insider secrets cosmetics companies use to get us to buy stuff we don't really need
"What we know as branding specialists is that certain colors resonate with consumers and convey certain feelings," says Bennett. So what do specific colors say to our subconscious minds? Perner and Bennett break it down:
• Black: This is the color the modern cosmetics consumer trusts. It's strong. It's definitive. It's sexy.
• Blue: This color is calming and associated with reliability and trustworthiness. Various shades of blue -- slate, teal, aqua -- are often used in skin care products because they feel clean and clinical.
• Gold: This color often speaks to a more mature customer.
• Silver: This color tends to be used when a brand wants to communicate modernity.
• Purple: This color can help a brand feel more feminine.
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