Mass market - what is it? Key brands and interaction rules

Many people in advance have a negative attitude towards the mass market. But in fact, budget brands can please with a wide selection and stylish design. In some cases, inexpensive cosmetics are suitable, and luxury products cause allergies. The mass market, in addition, is represented by clothing lines and accessories.

What is a mass market and is it worth it to contact

In glossy publications, the concept of "mass market" has begun to slip more and more often. What it is? Budget brands are often mentioned in negative tones, comparing with second-hand, but in reality they are completely different concepts. Mass market is an extensive segment of the goods market , which is aimed at meeting the demand of the largest population category - the so-called middle class. The concept is more often applied to clothes or cosmetics, but other consumer goods are generally a mass market.

mass market what is it

Main brands: clothing

Shops (mass market) are numerous and build a marketing strategy on the principle of increasing brand awareness. The pricing policy of producers is similar to each other: in the budget category there is no wide amplitude of prices for the same goods. The quality of clothes from different manufacturers in the mass market segment (what kind of brands are below) is also generally the same.

Market leaders are represented by clothing lines:

  • the well-known Zara and Mango;
  • Esprit (Japanese company whose products are not well represented on the domestic market);
  • American Uniglo (the only state-owned company from the list);
  • Hennes & Mauritz (the brand is better known as H & M).
  • Calvin Klein underwear.

In addition, many mass-market stores are also represented on the World Wide Web, so you can familiarize yourself with the full range, order and pay for your favorite item online without leaving your home.

The comparison photo shows models from luxury stores (left) and similar budget solutions (right). The difference in the value of things amounts to hundreds of dollars.

In this photo, $ 2,000 from Dior versus $ 100 from TopShop.

mass market what is it

In this photo, $ 950 from Valentino versus $ 90 from Zara. Of course, the difference in quality is visible, but in general the dress looks quite good.

mass market stores

Leading cosmetics manufacturers

The level of mass-market cosmetics is represented by a wide range of manufacturers. Many of them are luxury units. Among the representatives of mass-market cosmetics, one can list such well-known brands:

  • NYX (decorative cosmetics in bright colors);
  • Garnier (skincare and foundation)
  • Sleek Make UP (soft makeup cosmetics for everyday makeup);
  • Essence (the brand won the love of girls with cute design and juicy shades);
  • L'Oréal (cosmetics of decent quality, you can find decorative, and mass-market cream, and facial skin care products);
  • Max Factor (somewhat reminiscent of the previous brand, but has its own zest);
  • NoUBA (a non-common brand whose cosmetics must be purchased at least because of the stylish design, a large selection of colors and good quality).

How good is such cosmetics

The mass-market products (what kind of cosmetics brands are mentioned above) are unlikely to help solve serious cosmetic problems: acne, acne, acne, increased fat content or excessive dryness of the skin, and sensitivity. Also, such creams cannot slow down the aging process. Such cosmetics are intended, as a rule, for healthy skin and the middle age category (from 20 to 35 years). Even if the manufacturer assures of the “unique properties” of the cosmetic line and the “natural components” that were used in the manufacture, one should not be willing to believe such promises.

It is important to clearly realize that the low price of creams, balms and makeup from the mass market is determined not by the generosity of the manufacturer, but by the low cost of production. And this means that the components in the composition of the product are far from natural. In addition, each manufacturer seeks to systematically increase sales, which is directly facilitated by an active advertising campaign.

What mass market outperforms luxury cosmetics

Mass market is a lot of competition and struggle literally for every buyer from the largest category of consumers of goods and services. That is why even relatively cheap cosmetics has its advantages and often compares well even with luxury brands.

A wide selection of shades, stylish packaging and ease of use is characterized by a cosmetic mass market. What are these quality cosmetics? Most products fit perfectly on the skin and hold on for a long time, but lovers of luxury cosmetics do not miss the opportunity to point out the shortcomings of cheap brands. At the same time, testing the lipsticks “blindly”, for example, showed unexpected results: absolutely all the girls called luxury lipsticks from budget brands.

This photo shows funds from luxury manufacturers.

mass market cosmetics

Dior and Armani look somewhat dry and do not evenly coat the surface of the lips. Lipsticks break when applied and dry on the lips. Participants in the experiment called lipstick "state employees."

mass market cream

And here are the budget brands. Oddly enough, the girls liked these options much more than expensive lipsticks.

mass market funds

Oriflame is characterized by natural colors, uniform structure and softness. Lipstick is almost not felt on the lips. Test participants agreed that they are facing expensive cosmetics from well-known manufacturers.

mass market

Shopping Rules

With all the advantages, the mass market poses a threat to get really bad cosmetics, but expensive brands also have punctures. It is important to determine for yourself the upper limit of the cost and look for funds specifically in this segment, because it is very easy to be seduced by expensive (and therefore high-quality, as common sense suggests) cosmetics. It is advisable to study reviews about a specific tool before buying and use a probe if possible.

Do not rush to apply makeup on the face. No matter how beautiful the new lipstick is and no matter how perfect the foundation is, you should test your skin for an allergic reaction. To do this, a small amount of the product is applied to the cheek or near the ear.


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