Consumer Behavior and Marketing Psychology Report: Aveeno Body Lotion

This report provides a comprehensive analysis of consumer behavior and marketing strategies related to Aveeno body lotion. The report begins with an executive summary, followed by an overview of the product, detailing its ingredients and target market. It then examines Aveeno's communication mix, including advertising, sales promotion, events, public relations, and direct marketing, providing a critical analysis of these strategies in the context of previous studies. The report also includes a survey analysis to understand consumer purchasing decisions, preferences, and brand loyalty. Based on these findings, the report offers several recommendations for Aveeno to improve its marketing efforts and enhance its product's appeal. Finally, the report concludes with a summary of the key insights and findings, emphasizing the importance of understanding consumer behavior in marketing.

Running Head: MARKETING
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Consumer Behavior and Marketing
Psychology
October 6
2019

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Executive Summary
While making a purchasing decision, consumer focuses on various factors like need, price of
the product, quality, services, and the company. Therefore, to attract and provide value to the
customer, various companies conduct a research over the decision process of the customers
so that companies can satisfy the needs and wants of the customers by analysing them. In this
report, a critical analysis of Aveeno brand “Aveeno body lotion” has been conducted are
offering a various products related to Skin, Hair and Baby care. The main purpose of the
report is to perceived insights about consumers who are willing to pay higher prices to look
healthy and beautiful. Various communicational strategies of the company have analysed so
that further amendments can be done to gain a competitive advantage over the company. In
the assignment, the emphasis has been placed over the previous studies so that the perception
of the customers can be evaluated. In the studies a research survey has been conducted with,
it can be estimated that 67% of the respondents prefer to buy the product where the rest are
not interested in the product. At the end of the report, certain recommendations have been
provided.

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Contents
Introduction................................................................................................................................3
Overview of Product..............................................................................................................3
Communication Mix of Aveeno.................................................................................................4
1. Advertising:.....................................................................................................................4
2. Sales Promotion:.............................................................................................................5
3. Events and Experiences...................................................................................................5
4. Public Relations and Publicity........................................................................................5
5. Direct Marketing and Personal Selling...........................................................................6
Critical Analysis of the Aveeno in the context of previous studies...........................................6
Recommendations......................................................................................................................8
Conclusion................................................................................................................................10
Bibliography.............................................................................................................................11

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Introduction
Understanding the behaviour of the customer is very essential for the business before
introducing or launching a product or adopting a strategy. If the business fails in analysing
the way the customer can react to a specific product, the business can deal with the losses.
Consumer behaviour is complex since every customer has a diverse mind-set and attitude
towards the consumption, disposal, and purchase of the product. The purpose of this report is
to discuss the marketing communication mix strategies of the brand as well as Aveeno body
lotion by considering how it targets personal buying decision-making processes. Based on
this, the report is highlighting the alignment between the communication mix and the findings
of the previous studies. In the end, it is providing strategic recommendations for the company
and its products.
Overview of Product
Aveeno is one of the most trusted brands for its use of the natural ingredients which was
launched in the market in 1945 by Albert and Sidney Musher in Canada. In 2001 it was a
takeover by the famous consumer products and pharmaceutical company Johnson & Johnson
It makes use of Oat which is one of the natural ingredients that is mostly advised by the
dermatologists. Being the active ingredient for the protection of the skin, oatmeal can support
in restoring the normal pH of the skin and aid in the preservation of the moisture of the skin
and also prevent dry skin (Aveeno, 2019). However, in 2017 the company has created a
piece of negative news when it was identified that, Averno has been using microbeads which
are solid materials made up of polythene in its products. Along with the skincare products,
Averno offers various other personal care products related to the body, hairs, face, and baby.

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A famous actress like Jennifer Aniston is the face of the brand and has been using this
product since a teenager (I Spot TV, 2019).
To keep the skin more hydrated and beautiful, the company has launched Averno Body
lotion. With the natural elements like triple oat complex and Shea butter, Averno is
regenerating the skins of women by making more flawless, smooth and natural. Aveeno Body
Lotion is the clinically tested product that is used to improve the health of dry skin within a
day with the significant in 2 weeks. The product is created with the Active Naturals Colloidal
Oatmeal and rich emollients (Stewart, 2013). It also helps in protecting the dry skin for 24
hours. After applying this lotion, the user gets smooth, soft, and healthy skin. This product is
fragrance-free, noncomedogenic, and no greasy. In the new collection of its body lotion, the
company is providing the perfect blend of science and nature by resolving the body care
issues of different skin types. Now women get rid of various skin issues like Eczema, Dry as
well as Sensitive skin. Moreover, in the body lotion category, the company has introduced 3
types of lotions which will keep the women energetic throughout a day (Tamakuwala &
Stagni, 2016,).
Communication Mix of Aveeno
The target customers of Averno are the young and confident women and a few years back
the company started a new category of products for Babies. Therefore, the customer of the
brand are the women of the society who are willing to pay a higher price for maintaining a
healthy and beautiful life lifestyle.
1. Advertising:
To connect the audience on the global level, Aveeno has been promoting its products
through television commercials where the versatile actor Jennifer Aniston has been sharing

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her experience with the Aveeno products. Moreover, on online platforms like YouTube and
Facebook, the company advertises the product featuring the actor. On the paid mediums,
Aveeno conducts regular advertisements to maintain its position in the market and creates
awareness about the brand by launching new products regularly. Through various
advertisements, the company promotes equality and eliminates discrimination based on color
and gender by launching personal care products for every skin type (O’Sullivan, 2019).
2. Sales Promotion:
On various occasions like on Women day and Christmas, Aveeno offers a discount on
various products so that higher sales can be generated. In the most trending and popular
magazine Marie Claire, Aveeno the company uses mobile devices as a promotional tool to
promote the tool. Moreover, in the end, page of the advertisement, the write-up has been
written to encourage the consumers to send the message one of the given numbers to receive
and claim the free samples of the shampoo and lotion sashes. It is the most innovative
promotional tactic adopted by the company to endorse its new products in the market
(Johnson, 2019).
3. Events and Experiences
In the collaboration brand Evoke, Aveeno has sponsored the health-related event “Get Skin
Happy”. It was done to inspire and create awareness about the healthy lifestyle and the
importance of fitness. It was a chat show where along with the discussion over a healthy diet,
yoga sessions have been conducted. It was free of cost session, which was open for the
women of the society. To attract and encourage the women of the society The promotional of
the event was conducted over various social media platforms (Hutch, 2019).

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4. Public Relations and Publicity
On the platform of e-commerce company Amazon, Aveeno had launched “Aveeno Baby
Quiz” competition in which the winner baby will get the gift up to Rs.2 lakh. For the entries,
the company set the eligibility standards and even provided the chance for parents to enroll
for the competition (O’Sullivan, 2019). In 2015, to publicize the product in the market
Aveeno introduced new product Dermexa to the selected audience of women and mothers. In
the event, the product was demonstrated to the adults so that they can apply it. To decide the
results of the experiment as the panel settled down so that a decision can be made over the
launch of the product in the overall market.
5. Direct Marketing and Personal Selling
The company manufactures the products in the factory outlets and distributes the products
through intermediaries to the retail outlets like supermarkets. To endorse the product in the
market, the marketing team of the company put the products in the exhibition, where several
testers are presented so that people can utilize it and experiences the natural beautification of
their skin. Even its products are available on various e-commerce websites.
Critical Analysis of the Aveeno in the context of previous studies
It can be analysed that Aveeno is one of the popular personal care and lifestyle brand, which
uses strong and influential communication tactics to encourage women to adopt a natural and
healthy lifestyle. According to the previous studies, it can be evaluated that the company’s
Body Lotion is determined to have great market value in comparison to its other products.
Aveeno body lotions are comprised of various natural ingredients, which are available in the
market for every skin type. Thus through its products, the company promotes equality. The

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target markets for the lotion are teenagers as well as adults. (Soap Perfumery & Cosmetics,
2018)
As an employee of the Aveeno marketing department, it was asked to understand the
consumers purchasing decision while evaluating the market, therefore the previous studies
related to the product were examined. The purpose of evaluating the previous studies is to
understand the mind-set of the consumers and their response towards the products (Shonagh,
2015). As it has been already mentioned about Aveeno body product, therefore one of the
studies was conducted over the product and another study was the survey, which was done to
determine the response and demand of the brand (Your Gov, 2019).
In the initial study, the purchasing decision of the customers on the bases of their needs and
wants are evaluated. The behaviour of consumers varies while making a decision and can be
based on different factors quality, price, design, elements of the products, a status that
influences the buying decision. In all the segments. Aveeno lotion has emerged as perfect
body care as it is developed with natural pharmaceutical and Shea butter, which enhances the
dry skin and cure the painful allergy-like Eczema. It is available at different prices and sizes
so that, consumers purchase it according to their budget (Johnson, 2019).
In the research, a survey was conducted to analyze the demand for Aveeno body lotion. In
the research, a survey about 10 questions has been prepared which delivered to the
respondent through the online process that is from social media and mailing system. Form the
study it was discovered that, more than 73% of the respondents are using and have used
Aveeno body lotion whereas about 27 % of the people use lotions of different
brands. .Majority of the consumers answered that the purpose of using the products is its
loyalty and premiums customers’ services, which has, enriching experience while only 13%
of the people are attracted towards the product of the company due to its advertisement,

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which is very low as compared to the other factors of the product. About 53% has displayed
a positive outlook towards its body care products. However, 7% of the respondents have
criticized and boycotted the products because of its utilization of microbeads in its
manufacturing process. Moreover it cam observed that affordable rates of the lotion has
played vital role in generation of demand and sales of the product as it can be seen that 53%
of the client is making their decision on the basis of the prices and value they are receiving
from the product (Tamakuwala & Stagni, 2016,). Hence it can be said that the majority of the
consumers are likely to purchase this product form the company and they are achieving utility
from it.
Recommendations
From all the studies, an opinion can be made that Aveeno is of the premium and innovative
personal and health care brand that is satisfying the emerging needs of the customers by
serving the high-quality products and affordable prices. However, some of the customers
were not very much interested to buy the lotion because of the quality and loyalty of
products. Therefore, there are certain recommendations for the Brand as well as product:
1) Productive Marketing: In the previous, it was identified that very few people are
encouraged to buy the products and about 27% of the people are less interested the
buy Aveeno Body lotion. Therefore, the company should focus on different trending
methods like digital marketing. Through this technique, the company can reach and
connect with the majority of females and empower them to become confident
(Moncrieff et al., 2018).
2) Avoid the usage of Plastic: a Few years back, the company was accused due to its
excessive use of plastic and chemical in the products which has not only created a

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negative impact on society but that incident also jeopardizes the reputation of the
company. Therefore, Aveeno must implement earth-friendly techniques in the
production process (Driving Growth , 2011).
3) Moreover, to avoid the usage of plastic in the packaging, the brand must use stylish
and trendy paper packaging, which will reduce the disposition of plastic in the
landfills and will provide a competitive edge to the company (Chain Drug Review,
2014).
4) Quality and customer loyalty: The quality of the products can become better by
using fewer chemicals in its production and employing natural elements other than
butter so that, it can help the customers generation of their skin. Moreover, it must
follow CSR responsibilities to build customer confidence over the products (Cenage
Learning. Inc, 2016).

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Conclusion
It can be concluded that Aveeno is a Canadian brand of personal as well as a health care
product, which is owned, Johnson & Johnson. Since its establishment, the company striving
hard to enrich the experience of potential customers provide flawless and confident skin, and
hairs by rejuvenating them through natural elements like oatmeal. One o the most demanded
product of the brand is its body lotion which is clinically recommended lotion to revive the
dry, sensitive as well as allergy skin Eczema. In the assignment, a critical analysis of the
attitude and behavior of the consumers while making the purchasing decisions has been
made. In the assignment, the communication mix of the brand as well as of the product has
been evaluated so that consumer behavior can be evaluated. Moreover, the evaluation of
previous studies in the context of its promotional tactics has been conducted All the research
has provided the base for the recommendation. Hence, through its report, a current estimation
of the brands as wells product can be evaluated.

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Bibliography
Aveeno, 2019. FEELING YOUR BEST STARTS WITH BEAUTIFUL SKIN. [Online]
Available at: https://www.aveeno.com/body [Accessed 5 October 2019].
Cenage Learning. Inc, 2016. Parenting app Mush seals deal with Aveeno Baby.(Brief article).
Campaign, p.8.
Chain Drug Review, 2014. Consumers always look for value.(BEAUTY CARE REPORT:
Skin Care). Chain Drug Review, 36(5), p.46.
Driving Growth , 2011. AVEENO & Recyclebank: Sustainable Marketing That Works.
[Online] Available at: https://www.ana.net/webinars/show/id/COMWW-0622 [Accessed 6
October 2019].
Hutch, E., 2019. AVEENO® and EVOKE.ie launch amazing wellness event ‘Get Skin Happy’
and you’re invited. [Online] Available at: https://evoke.ie/2019/09/02/extra/aveeno-and-
evoke-ie-event-get-skin-happy [Accessed 6 October 2019].
I Spot TV, 2019. Aveeno Daily Moisturizing Lotion TV Commercial, 'Healthy' Feat. Jennifer
Aniston. [Online] Available at: https://www.ispot.tv/ad/73WW/aveeno-daily-moisturizing-
lotion-healthy-feat-jennifer-aniston [Accessed 5 October 2019].
Johnson, L., 2019. Aveeno raises product awareness via mobile-enabled print ads. [Online]
Available at: https://www.retaildive.com/ex/mobilecommercedaily/aveeno-dishes-out-
product-samples-to-raise-product-awareness [Accessed 6 October 2019].
Moncrieff, et al., 2018. Cost and effectiveness of prescribing emollient therapy for atopic
eczema in UK primary care in children and adults: a large retrospective analysis of the
Clinical Practice Research Datalink. BMC Dermatology , 18(9), pp.1-11.
O’Sullivan, , 2019. How Aveeno, Marc Jacobs Daisy, Kiehl’s, & More Celebrate with
Beautiful Branded Events & Interactive Installations. [Online] Available at:
https://www.partyslate.com/best-of/beauty-skincare-brands-events-brand-activations-
installations/ [Accessed 6 October 2019].
Shonagh, , 2015. Body matters: Skin hygiene: Think you know all about skin.think again.
[Online] Available at: ISSN: [Accessed 5 October 2019].
Soap Perfumery & Cosmetics, 2018. 2. Aveeno caters to very dry skins with Dermexa.(news:
product). Soap Perfumery & Cosmetics, 91(6), p.20.
Stewart, J., 2013. What's the best remedy for dry skin? Men's Health, 28(2), p.22.
Tamakuwala, & Stagni, , 2016. Fingolimod Hydrochloride Gel for Dermatological
Applications: Optimization of Formulation Strength and Effect of Colloidal Oatmeal