According to 2017 statistics, an outstanding 81.6% of TV home shopping consumers were women and 65.9% of these women were older than 40.
This group of consumers usually paid much attention to anti-aging products. We have organized the methods on how to wisely purchase home shopping cosmetics for our readers who have not yet been able to become free from the temptations of home shopping.
CARD 1. Let us not get tricked by the ‘1+1’ cosmetic sets
The biggest selling point of home shopping is the high cost-effectiveness. For cosmetics in particular, the term ‘double chance’ is used to carry out one plus one marketing, allowing consumers to buy two cosmetic sets at a price of one.
If the additional bonus that follows this deal is also considered, consumers have no time to think nor calculate but simply rush to purchase the product.
Since they say that home shopping products are the same as the products sold in the market, how can consumers be able to freely acquire an additional set?
This is made possible due to the selling strategy of reducing the original amount and dividing the products into multiple sets.
It is the strategy of ‘bundling’ in which several free samples are collected and sold as bundles.
Furthermore, although two products may be of the same brand, one product may only be produced for home shopping.
As a result, the more components a cosmetic set has, the more we should be careful. From now on, let us develop the habit of carefully checking the cosmetics at company home pages and comparing home shopping products with the original products.
CARD 2. ‘Interest Free Payment Plan’ is not free!
The biggest strong point of home shopping is the fact that expensive products can be bought with ‘interest free payment plans’ ranging from 3 to 36 months.
This is a marketing strategy which takes advantage of reducing the psychological pressure felt by consumers by lengthening payment plans.
At the end however, interest from payment plans cannot help but be included in the price of products.
This can be seen by the two purchase methods of ‘interest free payment plan’ and ‘discount when pay-in-full.’
CARD 3. Refrain from blindly trusting the studio lights
For make up products in particular, product comparisons are commonly demonstrated by the show hosts.
The consumers who watch this then become mistaken that they will experience the same effect as shown on TV if they use that product. This becomes a critical factor that increases home shopping purchases.
However, if you carefully compare the before and after pictures, there are cases when the brightness of studio lights is a little different.
For indoors, since before and after pictures can differ greatly even with small changes in light, you should not blindly trust in such pictures.
CARD 4. Let us calculate exactly how much of the ingredient is actually contained
Because most of the ingredients that help prolong skin aging are extremely costly, it is not easy to make mixtures with much of these ingredients due to high production costs.
However, in order for companies to promote themselves with functional cosmetics, they have to emphasize the expensive ingredients in order to call forth purchases, even if the ingredients are of minimal amounts.
Here, the messages that identify consumers who are not knowledgeable of chemical ingredients and cause confusion are the promotion messages which may claim, “the product contains ‘6000ppm’ of the expensive OOO ingredient.”
In order to calculate how much percentage of the whole cosmetic is composed of a specific ingredient when given ppm, divide the ppm by 10,000. Thus, if it is of 6000ppm, that ingredient makes up 0.6% of the whole cosmetic.
From now on, if there is a make-up product that boasts a high level of ppm, let us get used to converting the ppm into %.
