Mass-market - what is it? Main brands and rules of interaction

Many people are negative about the mass market. But in fact, budget brands can please a wide choice and stylish design. Some are suitable for inexpensive cosmetics, and luxury products cause allergies. Mass-market, in addition, is represented by clothing lines and accessories.

What is the mass market and whether it is worth communicating with it

In the glossy publications, the notion of "masses-markets" began to slip more and more often. What it is? Budget brands are often mentioned in negative tones, comparing with second-hand, but in reality these are completely different concepts. The mass market is called an extensive segment of the goods market , which is aimed at meeting the demand of the most numerous category of the population - the so-called middle class. The concept is often applied to clothing or cosmetics, but mass-market in general terms are other consumer goods.

Main brands: clothes

Stores (mass-market) are numerous and build a marketing strategy on the principle of increasing brand awareness. The price policy of producers is similar to each other: in the budget category there is no wide amplitude of prices for the same goods. The quality of clothes from different manufacturers in the mass market segment (which is the brands below) is also generally the same.

Market leaders are represented by clothing lines:

• Widely known Zara and Mango;
• Esprit (a Japanese company, whose products are poorly represented in the domestic market);
• American Uniglo (the only state-owned company in the list);
• Hennes & Mauritz (the brand is better known as H & M).
• Linen Calvin Klein.

In addition, many mass-market stores are also represented on the World Wide Web, so you can get acquainted with the full range, order and pay for the thing you like online without leaving your home.

On the photo for comparison, models from luxury stores (on the left) and similar budget solutions (on the right) are shown. The difference in the cost of things is hundreds of dollars.

On this photo 2000 $ from Dior vs. $ 100 from TopShop.

On this photo, $ 950 from Valentino vs. $ 90 from Zara. Of course, there is a difference in quality, but in general the dress looks quite good.

Leading manufacturers of cosmetics

The level of mass-market cosmetics is represented by a wide range of manufacturers. Many of them are divisions of luxury. Among representatives of mass-market cosmetics, you can list such well-known brands:

• NYX (decorative cosmetics of bright shades);
• Garnier (skin care products and foundation creams);
• Sleek Make UP (cosmetics of soft shades for everyday make-up);
• Essence (the brand has won the love of the girls with cute decoration and juicy shades);
• L'Oréal (cosmetics of decent quality, you can find both decorative, and cream mass market, and facial skin care products);
• Max Factor (somewhat similar to the previous brand, but it has its own flavor);
• NoUBA (an undisclosed brand whose cosmetics must necessarily be purchased at least because of its stylish design, large selection of shades and good quality).

How good is this cosmetics?

Means of the mass market (what kind of cosmetics brands are indicated above) are unlikely to help solve serious cosmetic problems: acne, acne, pimples, high fat content or excessive dryness of the skin, sensitivity. Also, it is beyond the power of such creams to slow down the aging process. Such cosmetics are intended, as a rule, for healthy skin and middle age category (from 20 to 35 years). Even if the manufacturer assures the "unique properties" of the cosmetic line and the "natural ingredients" used in the manufacture, it is not worthwhile to believe such promises.

It is important to clearly realize that the low price of creams, balms and decorative cosmetics from the mass market is determined not by the generosity of the producer, but by the low cost of production. And this means that the components in the tool are far from natural. In addition, each manufacturer seeks to systematically increase sales, which is directly promoted by an active advertising campaign.

In what mass-market wins at luxury cosmetics

Mass-market is a big competition and struggle literally for every buyer from the most numerous category of consumers of goods and services. That's why even relatively cheap cosmetics has its advantages and often compares well with luxury brands.

A wide range of shades, stylish packaging and ease of use is distinguished by a cosmetic mass market. What is this cosmetics for quality? Most of the products fit perfectly on the skin and last long, but lovers of luxury cosmetics do not miss the opportunity to point out the shortcomings of cheap brands. At the same time testing of lipsticks "blindly", for example, showed unexpected results: absolutely all girls named luxury lipsticks from budget brands.

This photo shows the funds from luxury manufacturers.

Dior and Armani look somewhat dry and cover the surface of the lips unevenly. Lipsticks "break" when applied and dry on the lips. The participants in the experiment called lipsticks "budget employees."

And here - budget brands. Strangely enough, but these options attracted girls much more than expensive lipsticks.

Oriflame differs natural colors, uniform structure and softness. Lipstick is practically not felt on the lips. Participants in the testing agreed that before them expensive cosmetics from well-known manufacturers.

Shopping rules

With all the pluses of the mass market is a threat to get really bad makeup, but punctures happen in expensive brands. It is important to determine the upper limit of value for yourself and to seek funds specifically in this segment, because it is very easy to be tempted by expensive (and therefore qualitative, as common sense dictates) cosmetics. It is advisable to study before buying a testimonial about a particular remedy and, if possible, use a probe.

Do not rush to apply makeup on your face. No matter how beautiful the new lipstick is and no matter how perfect a tonal cream fits, you should test the skin for an allergic reaction. For this, a small amount of the drug is applied to the cheek or near the ear.