Report 025, general, cosmetics - living - food - sustainable
2020 - 08 - 18
When we sell our products online, we advertise them as new. This seems rather obvious and has been this way forever. However, a consumer can’t own a ‘new’ product. As soon as they make the move to purchase something, it becomes ‘used’. The entire future life of the product is marked as ‘used’ no matter how good the quality holds up over the years.
We can use this to market our products in a more realistic way, and make them stand out far beyond the rest. Everyone is automatically marketing their products as new and showing them in this way, but why not show the product as it actually will be once the consumer owns it?
Selling anything is about marketing the product in the most beautiful way. We should want our consumers to purchase products based on their beauty when in use. The way consumers recognize their product is when it is in use, or looks used. The way we envision things in our minds is the way we see it as it is in our homes every day. A half-squeezed tube of toothpaste on the bathroom sink, or a jar of peanut butter that has been dug into every day.
It would be extremely beautiful to market our products as used, showing images of the product as something that’s lived in, yet is still beautiful. Show that products are still beautiful once they wear and tear. Even food, while in the process of being eaten, shows us beauty. In a new way of marketing wabi-sabi we can show a realistic and beautiful image of our product.
A product stops being ‘New’ when ownership starts, so we should adjust our marketing strategies accordingly.