esthe wam beauty spa's armpit marketing lesson

there is a marketing lesson in that esthe wam armpit tv spot - it's called segmentation. we know that very well in marketing. we do it once in awhile, maybe every 3 years or when you're panicking that you can no longer get the desired increase in volume and share from the previous year.


in other disciplines (like war and politics), it's called "divide and conquer". but marketing people like single words, so we call it "segmentation". and that is what esthe wam did - they did a mapping (this can be literal, by the way) of the woman's body and developed services and products for each one.


there is a another "s" word for that, it is called specialization - each product or service specifically invented and developed for a particular body part ( never mind that the active ingredient and formula is exactly the same except maybe for the perfume and the packaging design. oh well).


doing as many and as little segmentation can be good business. it increases desire, there is specializati0n, encourages multiple purchases and builds loyalty. the cosmetic and beauty industry has exhausted all the body parts that we normally see and now they're going after all the body parts that are normally hidden from us.


segmentation and specialization - two, not just one lesson brought to you by the armpit. (please check the color of yours after reading this.)

Esthe WAM Beauty Spa - did you check the color of yours recently?

a brand with an ad like this one - do you take it seriously?

women do take the color of their armpits seriously, well actually anything on their body that is not of the right color, they will take seriously, but this is taking the concern of women on the color of their armpit just a little too much, don't you think? or is it?

you get the message. and you also get laughter. and the all important intent of the ad - never, ever, look at your armpit the same way again.

did you check yours recently?