I believe that conventional marketing techniques are increasingly ineffective. Customers are hyped out. They have been overmarketed. They are becoming more cynical about the whole advertising and marketing process.
The growth of The Body Shop is testimony to the fact that you don't need to waste money on costly advertising campaigns to be successful. Instead, we've always relied on word of mouth and stories.
Advertising beauty products is easy. All you have to do is revile your customers by creating a disease called getting older, and then provide a remedy which does not work.
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