Why Do Makeup Companies Sell Concealer Shades Separately and Not as a Kit?
Often, when you flip through makeup magazines or browse online beauty retailers, you might come across a striking display of a concealer palette or a makeup ‘kit’. However, these marketing displays or promotional kits are not the ones found in retail stores. Instead, customers typically purchase concealer shades individually, and there's more to this than meets the eye. Let's delve into why makeup companies sell concealer shades separately and not as a kit.
Understanding the Strategy Behind Individual Shading
One of the primary reasons makeup companies opt to sell concealer shades individually is to cater to each customer's unique skin tone and shade needs. Concealer is one of the most versatile products in a makeup kit, used to cover dark circles, blemishes, and discoloration. Skin tones vary widely, and a one-pack concealer dispenser simply cannot accommodate every shade variation.
Marketing and Consumer Behavior
Beauty companies also use individual selling as a strategy to encourage consumers to try multiple shades until they find the perfect match. This trial-and-error process builds a stronger relationship between the customer and the product, ultimately increasing brand loyalty and product sales.
The World of PR and Celebrity Gifting
Another factor that contributes to the perception of contiguous concealers is their prevalence in public relations (PR) and celebrity product gifting. Makeup brands often send out press samples or promotional kits to beauty influencers and celebrities in advance of a new product release. These samples are typically not sold in retail but are used for promotional purposes. For example, a concealer range might be packaged in a beautiful box, with an artisanal design, to make it look striking in photos and to pique interest in the product.
Distinguishing Between PR Samples and Retail Products
It's important to note that the press or PR packages you see are not the same as retail consumer packages. PR packages are often hand-picked and packaged with care, featuring premium materials and luxe designs suited for photography and promotional events. Retail packaging, on the other hand, is designed with practicality and affordability in mind. For instance, a PR concealer palette may include multiple shades, while the retail version might offer just one or two for a more compact and cost-effective option.
Why Separate Concealer Shakes Make Sense
One or two shades might suffice for daily use, but many individuals need an entire range of concealer shades to perfectly match their skin tone. Plus, purchasing individual shades allows for flexibility and future-proofing. If you outgrow or prefer a particular shade, you can simply reorder it rather than have to purchase a new whole palette. Additionally, individual shades are more budget-friendly when compared to buying a full kit, making them a smart choice for both beginners and seasoned makeup users.
Conclusion
In conclusion, while PR and marketing materials often sensationalize the idea of a multi-shade concealer palette, the reality is that makeup companies sell concealer shades separately for both practical and strategic reasons. This approach allows for greater customization, trial, and long-term cost-effectiveness. Understanding the difference between PR samples and retail products can help dispel misconceptions and lead to a more informed and satisfying beauty shopping experience. So, the next time you see a striking concealers palette, remember that it's just often a marketing tool, and you might just need to mix and match your shades to find the perfect match for your skin.