Creating a brand aura

摘要

Although numerous natural cosmetic products have successfully established themselves in the market over recent decades, branding itself has taken a subsidiary role. Why do so few natural cosmetics ranges develop a real brand aura?Every brand is coded to reach specific targets in the desired consumer group. The bigger the consumer target group and the more precisely that the coded mental and tactile concepts meet the implicit desires of the consumer, the more successful the product will be. Unconscious decision processes that take just a fraction of a second, are the re-sult of a life-long, largely unconscious, learning process.