BECCA

BECCA cosmetics in Australia

BECCA cosmetics in Australia

Introduction

BECCA is one of the most featured and renowned cosmetic brands in fashion magazines that are very influential and are praised by the editors of beauty worldwide. The brand of BECCA was started in October 2001 in London after research and development of six years, and BECCA's flagship store is located in Chelsea, London. The top beauty PR firm, Behrman Communication in USA is engaged by BECCA and the domestic PR is used by the brand that represents its name in the other important markets. The top international make-up artists, celebrities use this trendy, and cult favorite cosmetic of their choice. Rebecca Morrice Williams formed and recognized a commercialized range of cosmetic products that filled up the gap in marketplace in March 2000, and incorporated Cosmetic Development Limited (CDL) that was based and owned by Australian market. Steven Schapera being a business partner, worked together with her efforts to commence with the expansion of cosmetic products that are made for different target markets. The core markets of BECCA are UK, USA and Australia that have significantly made the ways to markets of niche group of people in these countries. Rebecca Morrice Williams, the founder of BECCA said that the philosophy of BECCA on whole is about emerging a flawless and a natural look of women and it is about the skin that looks amazing and every other thing is secondary (BECCA. 2013).

Discussion

Target Market for BECCA in Australia

BECCA has found to be the prestigious brand for the women in Australia who are modern and look for the products of cosmetic that are highly wearable. BECCA delivers their products on innovation, aesthetic and quality. The perceptions of BECCA consumers in Australia for the brand image is a result of the high quality of their cosmetics, the packaging of their products, their exclusive distribution, premium pricing, their exemplary service for customers, and striking brand communication. The target customers for BECCA in Australia are defined specifically by the mindsets, and not their age profiles that are fixed. The women who use BECCA products are characterized by the following uniqueness's: their desire to look for a natural appearance than being flawless, they are cosmopolitan and urban, they usually have high disposable incomes, they are aware of fashion readers and fashion magazines. They are also the passionate readers of beauty that are very prominent and have stylish, polished and groom appearances. The BECCA customers are intelligent with a great knowledge of their cosmetic product and with avid demands for the quality that is worth and innovative products. The best sellers of BECCA product in Australian market are Compact Concealer and Beach Tint. Delta's turn that was really stunning in the July issue of Vogue Australia gives one of the favorite Aussie songstresses a glorious and a gothic edge. She was one of the greatest fans of BECCA cosmetic in Australia and the BECCA target market for celebrities' makeup had risen with the creation of their multi-use products (BECCA, ...