Module seven discussion
When I first saw the Good Chemistry line in Target, I immediately connected to the name and the visuals. The brand name "Good Chemistry" implies just what I look for in a brand: cruelty-free, natural, and affordable. The visual impact of this brand's product line also captivates my artistic curiosities.
Their value statement is "clean, personality-driven fragrance that brings out the best of you." This value is communicated in their diverse line of fragrances that are divided into 'personality types' which creates an opportunity for customers to see themselves in the product. In-store marketing displays and online marketing create a grid of personality customers will be tempted to browse, using taglines such as 'good + grounded' and 'cool + collected' (Fig 1.1). The Good Chemistry diverse line is organized in a way that matches scents with personality traits. Marketing fragrance as something to epitomize one's personality is an effective way to give weight to a buying decision that isn't considered essential.
Figure 1.1 Good Chemistry personality-coded collections, from https://www.good-chemistry.com/collections/all
Figure 1.2 Sugar Berry perfume from the 'good + grounded' collection
This personality-based marketing creates the visual anchor on Good Chemistry's online marketing platform. I was pleased to find my favorite scent. I began browsing the 'good + grounded' collection which led me to my favorite scent 'Sugar Berry.' it was so affirming to make
that connection to Good Chemistry's personality-based design, the tagline I most identified with yielded my favorite scent!
I find I had to search for potential unethical marketing threats for Good Chemistry. Overall, the brand claims are realistic and don't make any grand promises. Good Chemistry has strength in the brand's simplicity However, I identified a potential avenue for unethical marketing. Their brand is vegan, cruelty-free, and paraben-free. However, there can be loopholes for companies to claim cruelty-free. For example, they may not test on animals, but they may do business with a firm that does. This is the sort of unethical marketing snag that could impact customer loyalty if something were to be unearthed. But overall, I find their product and marketing campaigns ethical and high-quality