It’s a Jungle Out There

I’m not a marketing guru, but speaking simply from a consumer’s perspective, I think Avon blundered by removing ingredient information from its website. My guess is that Avon is trying to move consumers’ focus away from the science behind their products. It will be interesting to see what marketing approach the company takes now and whether other companies follow.



The anti-aging marketplace has become a real competitive jungle. This is a good thing for consumers unless disreputable companies and snake oil salesmen, chip away enough market share from reputable companies like Avon to force R&D budget cuts. This would slow the development of new, more effective products to the detriment of aging consumers.



Monopoly is bad but so is a marketplace so fragmented that no one can afford the basic research which makes better products or the quality control which makes products better. The anti-aging cosmetic marketplace is being dragged down by fragmentation.



What can Age Warrior consumers do in the face of this chaos? Become more educated consumers. Demand ingredient information. Knowledge is power. Educated consumers will select better, more effective products and disreputable snake oil salesmen will be left to wither on the vine.



The cosmeceutical industry needs a shake-out. Age Warriors, fall in for duty!



Tags: anti-aging ingredients, cosmeceuticals, Avon