A Look at Make-Up Infomercials
You might think these look like the airwaves are dominated by beauty and make-up tutorials, but you’d be wrong. Make-up infomercials tend to be one of the most profitable types of commercials. With that in mind, it’s no wonder there are so many of them on TV! We take a deeper look into what makes these commercials so effective to help you separate the wheat from the chaff.
What’s the Goal?
All infomercials are created for one reason and one reason only: to sell you something. These aren’t “how-to” videos or DIY guides, they have only one purpose – to encourage you to part with your money. They accomplish this by employing the “4 U’s of Marketing” which are:
Urgency – You must act now because supplies are limited or there is some other limit that creates a sense of urgency around buying. The idea is that if you wait, it might be too late and you will miss out on the opportunity to get what you want.
You must act now because supplies are limited or there is some other limit that creates a sense of urgency around buying. The idea is that if you wait, it might be too late and you will miss out on the opportunity to get what you want. Uniqueness – You can only buy this one thing from this one source. Don’t waste your time looking elsewhere because there is no other option for what you want.
You can only buy this one thing from this one source. Don’t waste your time looking elsewhere because there is no other option for what you want. Urgency – These products are limited and the sooner you act, the more chance you have of getting what you want. The idea is that if you wait too long, the opportunity will be gone.
These products are limited and the sooner you act, the more chance you have of getting what you want. The idea is that if you wait too long, the opportunity will be gone. Uniqueness – These items are far from ordinary and cannot be found anywhere else. You are encouraged to buy these items now because there is no other choice out there for what they have to offer.
The Pitch
There are two basic types of infomercials: live demonstrations and pre-recorded “demonstrations.” The former is where you have a real seller interacting with their product while a camera crew records the action. This has the benefit of giving you a more realistic view of what to expect from the product. It also gives you an idea as to how useful it will be for your particular needs. The second type is when you look at a pre-recorded video that shows all of the benefits without actually showing how it is used. They are longer and usually feature some kind of host that delivers the message in an entertaining way.
A Little Bit of History
Infomercials were initially created by Shaklee, a company that sells a wide variety of health products. The idea is that they noticed how people were reluctant to buy products over the counter and wanted to show how easy it can be to use them in your home. The most popular was for their garlic supplement which was originally rejected by drug stores because people weren’t buying it. That all changed when they began infomercials which didn’t just sell their product, but also showed people how it could improve health at home. This led to numerous other companies following suit and realising that this was a great way to get new customers without spending vast amounts on advertising campaigns.
Hype vs. Statistics
The biggest challenge with infomercials is that there is a lot of hype about them, but no real research to support it. This can often lead to many people taking the idea at face value and selling their home or car in order to buy something from an infomercial. However, there are a lot of claims made over the effectiveness of these products and never really any hard statistics behind them. As with so many things, it’s all about what you think the benefits are and how good you believe they will be for you. That being said, one thing is for certain: there is always going to be a demand for these products because they are used in every day life.
Interesting Infomercials
A Look at Make-Up Infomercials
Often touted as the most popular type of infomercial, make-up infomercials are actually very similar to the term “review”. The idea is that there is a great product out there that can really contribute to your beauty regimen and improve your appearance in very particular ways. The biggest difference here is that they are usually longer and feature a fully dressed model demonstrating how she uses her products without any other people around her. They are often very entertaining and feature segments such as “what’s new in the industry” and “best of the year”. They are often very well-produced and are a lot of fun to watch.
A Look at Hair Care Infomercials
Hair care infomercials tend to follow the same format as makeup, but they tend to focus a little more on hair in general than facial make-up. They feature longer demonstrations that take you step by step through how to apply your product and also include some storytelling. You can also see some of the statistics that these companies produce regarding how popular these products are thanks to those who have tried them out. They often feature celebrities or models who help promote their own line, alongside those who seem to be endorsing the product as well. The idea is that by featuring other well-known people, it will encourage people to buy from the same company.
A Look at Weight Loss Infomercials
As with all of the above, weight loss infomercials are very similar to nutrition/dieting tips and tend to feature an expert who advises you on the best way to lose weight. They can be a little harder for some people to take seriously because there is always controversy about how effective those types of products are. It’s rare for someone to lose more than three pounds if they’re already losing weight in another way.
Conclusion
Take the claims that are made by these companies with a pinch of salt and research what they are saying. You can often find pretty quick feedback on different products, which will help you to decide if it’s good value for money or not.