The, The Keys And Brand Success Are Self Definition, Transparency, Authenticity, And Accountability

1074 Words Sep 28th, 2014 5 Pages
Simon Mainwaring advised “The keys to brand success are self-definition, transparency, authenticity, and accountability.” (Mainwaring, n.d.). What causes a consumer to be loyal to a product? The reasons are as varied as the people one would ask. However, using Almay Cosmetics as an example on how the company brands and packages its products will be reviewed. Then, discussing how effective the branding and packaging of Almay’s products is. Lastly, a comparison to similar products will be made
About Almay Cosmetics Almay was founded and named after Alfred and Fanny May in 1931 with the intent of providing gentler cosmetics to women (History of Almay, n.d.). Almay provides hypoallergenic and sensitive skin, skin care products and makeup. The makeup is offered in flattering colors and both the makeup and skin care products are offered to those with sensitive, dry, and fragrance free needs. Almay is sold at all major drug stores, Wal-Marts, and Targets at reasonable prices. Also, Almay is a subsidiary of Revlon, Inc. a holding company.
Branding
Since Almay’s inception, it has been different from the rest. It started with a chemist husband trying to produce makeup that his sensitive skinned wife could wear (History of Almay, nd.). Today Almay is still set apart from other cosmetic makers by offering a wide range of products for women of all ages. It doesn’t matter if a lady needs fragrance free, something for sensitive skin, or something for the extremely dry skin, Almay has…

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