Alamar Cosmetics 1
Alamar Cosmetics and its Value Offering Strategies
Isis Sanchez
School of Business, Liberty University
Author Note
Isis Sanchez
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to Isis Sanchez. Email:
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Abstract
Alamar Cosmetics is a cosmetics brand that focuses on the creation and sale of makeup. The
brand was created in Healeah, Florida by makeup artist Gabriela Trujillo. She named the brand
after her town of origin in Cuba, Alamar. In this paper, I analyze Alamar Cosmetics from a
marketing management perspective in terms of their promotional mix, and strategy.
Keywords:
Alamar Cosmetics, promotional mix, pull promotional strategy, digital, mobile, or social media
marketing, advertising execution, sales promotion.
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Alamar Cosmetics and its Value Offering Strategies
Q1. Explain the elements of the firm’s promotional mix. (Ch. 13)
The most prominent element of the promotion mix Alamar Cosmetics employs is digital and
social media marketing. The company relies heavily on social media accounts to promote their
daily business operations, exciting new launches; and to inform existing and potential customers
how their products are intended to be used. This approach facilitates a two-way conversation
with consumers to address questions and concerns, as well as to receive feedback.
“Contemporary marketers cannot ignore the phenomenon of social media because it has rapidly
become the de facto modus operandi for consumers who are disseminating information on
products and services” (Mangold & Faulds). Considering the reach that social media has, along
with its gained popularity; having a strong presence in sites such as Instagram, Facebook, Tik
Tok and Youtube is an essential marketing strategy nowadays. Alamar cosmetics promotes its
products and educates consumers by making live events on Instagram and Facebook. The
company also makes frequent posts on Tik Tok and Youtube, increasing its brand exposure and
customer satisfaction.
The second element of the promotional mix they utilize is public relations (PR). Alamar
Cosmetics occasionally hosts promotional events where they have social media influencers be in
attendance. The company also sends said influencers public relations mail with new launches and
existing products to encourage them to talk about the products with their followers. These social
media influencers range anywhere from makeup artists to cosmetics aficionados that tend to have
a considerable exposure in their social sites. Having thousands, and sometimes millions of
followers, these influencers can have an extensive outreach. Granted that they recommend
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Alamar Cosmetics products, and feature them in their social media posts, the company can gain a
significant amount of exposure at low or no cost to them.
Q2. Explain whether a push or pull promotional strategy will be used, or a combination of both.
(Ch.13)
“Nowadays, with the advent of online advertising, e-mail marketing, social media, and some
other promotion tools on the basis of customers’ needs, wants, and demands, we see a switch
towards something. This is called the pull strategy of marketing” (Thakuri). After assessing push
versus pull strategies, it is undeniable that Alamar Cosmetics employs a pull strategy. The
brand’s promotional efforts are directly focused on its consumers without using any middlemen.
Gabriela Trujillo, Alamar Cosmetics’ founder and CEO, conducts watch parties herself on
various social media sites, where she would apply makeup and explain the process and the
products to viewers. In addition, the company interact with consumers and offers sale
promotions directly through social media posts and their official website. Alamar Cosmetics
creates demand out of these interactions with consumers, where they receive direct feedback.
Q3. Discuss the firm’s use of digital, mobile, or social media marketing. (Ch.13)
The brand engages in digital and social media marketing, primarily by utilizing owned media.
The company’s website, alamarcosmetics.com, is the focal source of their digital media efforts.
Alamar Cosmetics also advertises their products by sending e-mail to subscribed users, as well as
their social media account, as discussed in previous questions. Earned media is another way they
gain exposure. This is done through user reviews of products, whether on their website or by
influencers. In addition, they have been mentioned by news articles, and cosmetics vlogs. Mobile
marketing is also an effective way the company advertises. With smartphones being so widely
used, and convenient to access social media sites; they are an instantaneous medium that
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consumers use to interact with the brand. Through smartphones, existing and potential customers
can have conversations and give Alamar Cosmetics opinions, as well as requests.
Q4. Explain the selected approach to advertising execution. (Ch. 14)
Whether it is through social media influencers, or Alamar Cosmetics’ owner herself, the selected
approach to advertising execution is demonstration. Trujillo is a makeup artist in addition to an
entrepreneur. She regularly posts videos on Youtube and Instagram demonstrating how to use
her brand’s products. Moreover, many influences the company sends products to end up
reviewing and demonstrating the product on camera as well.
Q5. Explain the organization’s use of sales promotion, public relations, live events, publicity, or
personal selling. (Ch. 14)
Alamar Cosmetics uses several sales promotion approaches, among which is coupons. The
company occasionally offers a price reduction on their items through their website at the point of
sale. In addition, the brand uses contests and sweepstakes. They promote giveaways on their
social media sites such as Instagram and Youtube. Another approach they employ is premiums.
From time to time, the brand offers a free product with the purchase of a certain dollar amount or
a specific product.
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References
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion
mix.EBusiness Horizons.,E52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
Thakuri, B. H. (2020, June). How A Small Firm Survived Loss of Main Customers: In the
Reflection of Pull Strategy. Journal of Marketing Vistas.
http://redmine.osdd.net/sites/default/files/pdf/JMV_Compressed.pdf#page=52
