If you were to survey teenage girls and their mothers on their favourite makeup brands, chances are they would differ drastically. And understandably so: the two segments differ greatly in terms of preferences, incomes and needs.

However, although different companies all have different target markets, they often sell products which are eerily similar.

Source: thesundaygirl.com

Revlon’s “Just Bitten Kissable Balm Stain” and Clinique’s “Chubby Stick” are two such products. Multiple customer reviews of both products reveal that they are identical in virtually every aspect, even down to the packaging. So why is Clinique’s product significantly more expensive than Revlon’s equivalent? Ultimately, it comes down to each brand’s positioning in the market, and the associated promotions of the respective products.

Take a look at Revlon’s print ad for their product:
The ad makes use of colour,  and it’s also interesting to note Emma Stone’s partnership with Revlon; Stone is an actress well-known by most adolescents, and she herself is only 24 years old. The colourful ad, combined with the endorsement from a young, popular actress, suggest Revlon positions itself as a relatively youthful brand targeted to adolescent girls.

Clinique’s print ad is similar, yet slightly different:

While Clinique’s ad also uses vibrant colours, it’s less cluttered overall. Clinique positions itself in the market as a “higher quality” brand, as its cosmetic products are associated with skincare benefits and are “Allergy Tested. 100% Fragrance Free”. The clean and simple print ads Clinique uses as promotion reflect and reinforce the brand’s position in the market.

It’s intriguing to see how slight, intangible differences in promotions and positioning can allow certain brands to sell the same product for a higher price, based solely on how consumers perceive the brand and the product. Either that, or the Clinique product has some magical power worth the extra $10.