Pov #5

POV #5

Chosugah Ver.22 is a Korean cosmetic brand founded by Cho Sug Ah, who is one of the first major professional makeup artists. As a brand that just entered the mass cosmetics industry, the company is struggling with being obscure and unknown. Even though Cho Sug Ah had around 25 years working in the field of makeup and beauty, her cosmetic brand was new to the industry. With tons of famous cosmetics brand like Maybelline and L’Oreal, it is extremely hard for a new brand like Chosugah Ver.22 to create its own market capacity. I made a checklist based on Seth Godin’s trends that Cho Sug Ah should think about and keep in mind while continuing her business in the future.

1.Direct communication between producers and consumers: make the customer felt importance. Did the company record the customer information that the repeat customers do not have to re-enter their information? Did the customer service center answer the questions or solve the problems correctly and effectively? Did the company send follow-up emails to the customer to thank and remind their purchasing?

2.Amplification of the voice of the consumer and independent authorities: 1% people would like to share their experiences, but what they shared would influence how other people think about the brand. Did the company encourage customer to write reviews? Did the company pay attention to existing reviews and take correct actions toward them? Is there a place for people to discuss about the brand? How to make famous bloggers do reviews for the product? What should the company do if the customer leaves negative reviews of the product?

3.Direct communication between consumers and consumers: creating positive word of mouth could also help the company create good publicity. How to try the best to ensure the customers have good things to say? Did we treat every customer well so that they could be the advertisement for future customers?

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