Brand Loyalty why must you mock me?
I grew up in the 60’s and 70’s – so I “get” Brand Loyalty. I mean we had a choice. Coke OR Pepsi – not both. We had corporations coming at us from all directions cramming their brands down our throats and demanding loyalty. And we gave them our all. But were they laughing in our faces?
So many brands spent millions, even billions, of dollars to ensure our loyalty – and then, so often, they would change the very things that sucked us in in the first place. The most rampant emotional consumer abuse is unquestionably within the cosmetic and fragrance industry. They lure you in with the promise of making you glamorous and alluring. You fall in love with the products that work best with your coloring and personal scent. You get hooked. You’re able to rationalize any increase in cost because you’re jones’in for the “stuff” that makes you feel so good. And then – discontinued.
Leaving you to feel naked and abandoned.
What woman hasn’t cried out in abject agony at the fragrance counter of Nordstrom’s as she learns, from a perfectly poised and coifed cosmetic salesperson, that the product which enables her to stand tall and meet the day, is no longer. Yes, Borghese I’m talking to you. How could you leave me to fumble through one sickeningly sweet scent after another in search of the illusive spicy sophistication of Di Borghese on which I’d grown so utterly dependent. Brand, my bearded Aunt Nellie – you have nothing to replace it in your line!
And while we’re talking about the cosmetics industry. Have you noticed that the notion of “trial” is completely lost with them? They want to make you happy, so frequently, with a purchase of over “x” amount they bestow upon you a free gift. Always exciting. Usually within those gifts there are one or two lipsticks. Now here’s the catch. If you try the lipstick and hate it, well, they meant well – they did give you a free gift. But the problem arises when you try the lipstick and love it. Because then you use it and go back for a refill. And that’s when they get you – discontinued! About the fifth time that happened to me (yeah, I’m a slow learner) I asked “poised and coifed” “What gives. Aren’t they giving me these free gifts so that I’ll try the shade, fall in love, and buy more?” “No”, she responded, “they’re just getting rid of the discontinued shades that are sitting around in the warehouse.” Give me strength.
What do you think – do we need a support group here? But all kidding aside, here’s my message to you brands: If you expect Brand Loyalty from me – you owe me something. And I get that you can’t build a whole brand around me – but I’m sick of getting left out in the cold. Because if you want me to be loyal to you – start thinking about being loyal to me!
This post was written by: Robin Donovan