They put products at eye level, Are You a Sucker at Sephora?

Are You a Sucker at Sephora?

9 insider secrets cosmetics companies use to get us to buy stuff we don't really need

July 13, 2011 | by Meghan Rabbitt | 61 COMMENTS

They put products at eye level

We really are such simple creatures, us human beings. What marketing pros know is that the products they put at eye level on store shelves sell. As a result, "companies put their new products and best-sellers in this prime retail spot," says Bennett.

Translation: Cosmetics companies make it easy for us to buy what they want us to buy. So make sure you check out what's on the lower shelves for less expensive products and go-to staples.

SEE NEXT PAGE: They put a whole lot of text on the front of a package

9 of 10

leave a comment

View old comments

What a GREAT article! One of my degrees is in marketing, yet I find myself being taken in by these advertising ploys. The description of colors of containers was fascinating. Yes, I am a sucker at Sephora--and elsewhere!

by TheDivaRose Thursday, May 9, 2013 at 09:43PM Report as inappropriate

so true. I like sephora though.

by butterfly11 Thursday, March 28, 2013 at 02:26PM Report as inappropriate

When someone’s job/profession/career or even hobby is to have you part with your money, always question their motives and be mindful that everything said or done is a tactic that is employed to have your money end up in their bank account. Knowing what you are purchasing and why you are purchasing it goes a long way in being a savvy shopper. Unless of course, you don’t care what you put in someone else’s bank account and like unnecessarily depleting yours. I really liked selling in a major retail store when I was in college. People were and still are so easy to figure out, hence all the “tactics” employed by Sephora or any other retailer. Even though I was a part-time employee, I was the top seller in every department I worked in. I can spot weaknesses(back then I called them pulse points) almost immediately and I still get a kick out of how easy it is to ‘sell’ people on just about anything.

by Hackett Sunday, February 17, 2013 at 12:39PM Report as inappropriate

that was very informative

by LittleBunny Sunday, February 3, 2013 at 05:55PM Report as inappropriate

They make everything look so important, like it's a must have. I do tend to go for the pretty packaging myself.

by EricaF123 Saturday, January 5, 2013 at 12:28PM Report as inappropriate

extremely true. i totally agree. very informative. you can spend so much money at sephora even though many people may not need that extra stuff

by Nicole2814 Saturday, January 5, 2013 at 11:06AM Report as inappropriate

oh so very helpful! I have fallen prey to these tactics, at more places than just Sephora.

by tulipsarebetter Wednesday, January 2, 2013 at 09:07PM Report as inappropriate

True story. Only thing is a lot of the products they pictured in this story aren't even sold at Sephora.

by Nicole1021 Sunday, July 22, 2012 at 07:34PM Report as inappropriate

Very informative and true. I like to research & make a list of what I want to purchase, but always walk out with something extra :(

by DTalksAll Tuesday, April 24, 2012 at 03:07PM Report as inappropriate

Sephora is my biggest weakness. If I set foot in there, my bank account is about to be liquidated! I could spend hours (and $$) there...it is my happy place :)

by glamgirlseven Friday, April 6, 2012 at 07:52PM Report as inappropriate

New colors always pull me in.

by beautybody Wednesday, April 4, 2012 at 08:35PM Report as inappropriate

Colors and packaging definitely get me!

by Brandi27 Monday, April 2, 2012 at 03:06PM Report as inappropriate

I am guilty of falling for a few of these tactics! I think it is unfair to include the Purity Made Simple in its category. Most women, know that all Philosophy products come with an inspirational saying. They in no way lead me to believe that those words on the front made this product any better or worse.

by powerwoman033 Monday, March 12, 2012 at 01:21PM Report as inappropriate

The aesthetics of beauty packaging is very important to me, maybe because I am an artist. I am a sucker for Clinique packaging and I also love their magazine ads. Fortunately, their skincare products are exceptional as well. As for all the other tricks, they don't phase me or influence me at all.

by poisonberry Tuesday, March 6, 2012 at 09:45PM Report as inappropriate

haha this is ALL SO TRUE

by kitten94 Sunday, January 1, 2012 at 07:42PM Report as inappropriate

This article was super interesting! These companies are so sly!

by sportimonki13 Thursday, December 29, 2011 at 02:40PM Report as inappropriate

This is really good stuff.

by Victorywriter Monday, October 24, 2011 at 04:42PM Report as inappropriate

Yikes! I am a sucker for all of this. (hanging head in shame)

by Agrimony Friday, September 9, 2011 at 01:52PM Report as inappropriate

Now let's talk about the effects of retro or throwback packaging on the consumer. That would be interesting.

by kate_gallagher Thursday, September 8, 2011 at 02:14PM Report as inappropriate

I love studying this stuff. Yay for marketing and honestly packaging is one of the hardest things to get right who remembers the BIG Fatty mascara controversy?

by kate_gallagher Thursday, September 8, 2011 at 02:08PM Report as inappropriate

me too!

by gisellemarie Thursday, September 8, 2011 at 09:41AM Report as inappropriate

glad to know i haven't fallen for a lot of these "tricks"!

by jenstar313 Wednesday, September 7, 2011 at 10:11AM Report as inappropriate

I really like this article because it is so true. But great packaging is very very effective. It's up to the person ultimately to be duped or not

by janellelora Monday, September 5, 2011 at 08:59PM Report as inappropriate

I am a true sucker for sephora. I love to shop there. Some of these tricks were interesting. I will try not to fall for them again, but who am I kidding im a sucker for shiny new products with alot of wording on them. ; )

by stephgal Sunday, September 4, 2011 at 08:38PM Report as inappropriate

Sephora isn't alone in using these tactics - we just need to do the research and try not to impulse buy!

by Breton Sunday, September 4, 2011 at 08:34AM Report as inappropriate

My favorite part of this article- "A lot of text on the front of a product gives the impression that it's a very serious formula from a credible company," says Bennett. "It makes us feel like there's a lot of research behind the product -- and that makes us think that it will work." SOOO true.

by prettyvisage Friday, September 2, 2011 at 01:56PM Report as inappropriate

Oh my gosh I'm so dumb hahaha :) This made me laugh because I fall for almost all of these tricks!

by vfalkow Friday, September 2, 2011 at 01:44PM Report as inappropriate

I'm a sucker! I usually only use what I buy there 1, or 2 times. my hubby always holds on to my wallet when i go there, lol.

by MissPurple Friday, September 2, 2011 at 01:38PM Report as inappropriate

I am such a sucker. I fall for it every time.

by taryn.romero Tuesday, August 23, 2011 at 10:53AM Report as inappropriate

I'm suchhhh a sucker! I LOVE sephora and I fall for all of these all the time!!

by ladyboarder9669 Monday, August 8, 2011 at 02:41PM Report as inappropriate

I guess I am an idiot. I didn't even know what Sephora was until I looked it up online. Ladies c'mon...don't let them suck you into their packaging world...I've never stepped foot in a "Sephora" and I wear nice makeup and I have stylish haircut and I don't spend $200 on any of it. Packing and advertising sell (this is what I always told my sister whom would buy every new product on the market). The cheap stuff works just as well.

by patricia_young Thursday, July 28, 2011 at 07:31AM Report as inappropriate

Oh wow, I always wondered why I keep get lured into buying products. Sephora is also so neat and well light!

by MissXu Tuesday, July 26, 2011 at 11:12PM Report as inappropriate

I hardly ever let advertisments get to me. I always read reviews before I buy.

by shell1375 Tuesday, July 26, 2011 at 01:17PM Report as inappropriate

You know what else they do? They train their salespeople to play on something you may be self-conscious about. I went to Sephora one day for a bottle of cologne for my husband, and the salesperson cornered me and said I should be getting something for my undereye circles. I said "I am sorry but I have circles because I'm sick and was up all night," and I left. If I asked for their recommendations, I could say ok. But when I'm looking for cologne, don't start telling me I need something to cover my imperfections, as if I didn't know about them already!

by lisa_ladonski Tuesday, July 26, 2011 at 12:19PM Report as inappropriate

I totally do this. I guess advertisment does get to me.

by aguifra14 Sunday, July 17, 2011 at 04:40PM Report as inappropriate

I'll admit these things do seem to sell a lotta product. But my downfall is the cutesy, retro, girly packaging like Benefit has. Just slap a cartoon of a chick with a Bettie Page hairdo on a bottled water and you could convince me it'll make me cute.

by MiraBlackSnape Sunday, July 17, 2011 at 01:08AM Report as inappropriate

This isn't fair. I'm not denying the clever ploy company's use to marketmarket new items but it all comes down to the buyer. Its all about self control

by addkg777 Saturday, July 16, 2011 at 10:12PM Report as inappropriate

Packaging unfortunately is equivalent to what you are wearing or the pocketbook you are carrying. It does not matter at first what is inside. We pay for the name and the fancy package...I recently had a "no name" eye pencil & had my daughter try it, she insisted it was "s...x", just by the look of the product. I told her it was not. She used it, and insisted that it applied just like"s..x"(which was a compliment), and the next day she could not believe how it did not smudge even though she was rubbing her eyes. When I told her that it cost e $4.00 her jaw dropped. Normally most of us (me included) would have just walked past this item & not think of trying it,,,,why?? No Name No Package.... Think about it, now much money we could be saving!!

by Dakotah Saturday, July 16, 2011 at 12:25PM Report as inappropriate

The packaging does draw me, I get a high from a basket full of stuff I don't need.....lololol!!

by odie Friday, July 15, 2011 at 06:44PM Report as inappropriate

I admit to buying things just for the packaging. it's just too much of a pull!

by katiespeaking Friday, July 15, 2011 at 03:43PM Report as inappropriate

I'm a sucker for color changes that match the seasons. Like in Summer, I have crazy tropical (etc).

by MissPurple Friday, July 15, 2011 at 12:26PM Report as inappropriate

I'm a sucker for: They put a whole lot of text on the front of a package, not too much for what's in season though. I have a warm weathr look and a cold weather look with colors that look good on me. Warm weather colors are more "fun" and bright while the cold weather is more on the darker shades.

by Only1KimmieD Friday, July 15, 2011 at 08:41AM Report as inappropriate

Im a total packaging person... not to say that I will buy a product specifically for it, but it really does make a difference to me. Surprised that wasn't mentioned...

by sunkissedx0 Friday, July 15, 2011 at 06:50AM Report as inappropriate

Sneaky!

by selma Friday, July 15, 2011 at 06:14AM Report as inappropriate

Of course I am a sucker at Sephora. I live in Australia where we have zero access to anything like Sephora, including many of the brands they stock. It is horrible I tell you!!!

by KimmiTheEditor Thursday, July 14, 2011 at 09:41PM Report as inappropriate

Wow. Just about every product that I see uses at LEAST one of those strategies... I will totally admit that I am a huge sucker for packaging (hence my love of MAC's Wonder Woman collection). Yeah, a lot of the products ARE great, but we're enticed into thinking we MUST HAVE them. And we know that some of these things are used to get us to buy them, and I try to think I'm immune to them, but it's pretty powerful marketing!

by LipglossandSpandex Thursday, July 14, 2011 at 08:53PM Report as inappropriate

This used to be the story of my beauty life, until I realized whether drug store or beauty mecca I don't need every new product that hit the market. I stick to old staples and keep it moving. I know my beauty budget and stick to it now.

by darkcocoa Thursday, July 14, 2011 at 03:13AM Report as inappropriate

The "clinical testing" usually turns me off-gotta be peer reviewed. But pretty make-up colors at eye-level are hard to pass by without at least testing.....

by skinpro Thursday, July 14, 2011 at 12:45AM Report as inappropriate

Packaging def sells a product, my mom's been i that business over 20 years, doesn't matter how crappy the formula is, just how pretty the bottle is. Find something that works and stick to it!

by luxylexi Wednesday, July 13, 2011 at 10:44PM Report as inappropriate

it's weird how they don't say anything about how attractive packaging can make you want to buy it

by vanillasummer Wednesday, July 13, 2011 at 08:04PM Report as inappropriate

Stamp my forehead...I am a total SUCKA!!!

by SunBunnyxxxooo Wednesday, July 13, 2011 at 07:18PM Report as inappropriate

this is really interesting!

by Rawrrr Wednesday, July 13, 2011 at 06:57PM Report as inappropriate

This article is right on the money! AND these tactics work because make-up / beauty products still sell when the economy tanks. I work at not being a sucker for these stunts.

by alictasia Wednesday, July 13, 2011 at 06:51PM Report as inappropriate