Example Of Competitive Shopping Analysis Essay

Depending on where you shop, the same brand can be presented in quite different ways. This is especially true of cosmetics. Elizabeth Arden’s Ceramide Plump Perfect Ultra Lift and Firm Eye Cream with SPF 15 is one such product. It is available at the Elizabeth Arden Red Door Spas, on line, at Macy’s and at other fine retail outlets for the introductory price of only $49.50. This price is consistent no matter where you shop.
When you go into a store such as Macy’s, the cosmetics section occupies the best retail “real estate” in the store.It is the first large section you walk through when you enter from the main level of an indoor mall. At the front center are a few enthusiastic young ladies touting the very latest breakthrough in cosmetics. That varies from week to week, and sometimes from day to day. To their right and left are small booths, table and placards announcing events and specials such as free facials, special offers or other new innovative cosmetic products. Elizabeth Arden products have their own counter, identical in size and shape to the other cosmetic manufacturers, about mid-way through and a little off to the right. This is one of the highest trafficked areas in the store. As a new product, there is a separate display announcing it and the product itself is neatly lined up under the clear glass counter. If you ask one of the knowledgeable sales clerks, usually a young lady, will gladly show you the product, help you apply it correctly and explain why it is exactly what you should be using for the delicate skin around your eyes.
If you go to an Elizabeth Arden Red Door Spa, it is part of the Rejuvenating Spring Facial group of products. If you have that facial done, a skilled cosmetician will apply it as part of a facial massage. As she or he gently strokes your eyes, the cosmetician will explain in detail what the product is doing for you. Soon, your thirsty skin will have drunk in this restorative and you will be offered a small mirror to see the great improvement it made to eradicate the fine lines and wrinkles around your eyes. After your facial is complete you will be offered the opportunity to buy this cosmetic miracle either alone or as part of a complete solution for your problem skin. If you also use the spa facilities, you will find a few small samples in tiny silver dishes over by the makeup mirrors. These samples are available upon request from the cosmeticians who give facials and the sales clerks at Macy’s as well.
It should be noted that the products marketed in this manner last spring are now available at one-half their original prices on the shelves at T J Maxx. The cosmetic section is off to the right about mid way through the store, in front of the ladies dressing room, after handbags and jewelry, before shoes and house wares.

Works Cited

Elizabeth Arden. “Elizabeth Arden Skin Care.” 2012. Elizabeth Arden. 7 4 2012.
Macys. “Macy’s Skin Care.” 2012. Macy’s. 7 4 2012.