Lifestyle marketing is having marketing communications centered on consumer’s activities, interests and opinions (AIOs). These communications have promotional appeals centered on values and “way of life” consumers. Harley-Davidson is a strong example of a brand that was built on lifestyle marketing. Companies try to connect with consumers by developing effective marketing strategies that fit their way of living. The benefits are customer’s who are more likely to be enthusiastic about the company’s products. This provides the company a competitive advantage.
Products that improve one’s self-concept are also big business. For example, according to a study form the American Society for Aesthetic Plastic Surgery (ASAPS), plastic surgery procedures went up 9% in 2010 compared to 2009. There were about 9.5 million cosmetic surgical and nonsurgical procedures performed in the U.S. during 2010. During that time, Americans spent almost $10.7 billion on cosmetic procedures.
The top five surgical procedures were:
1. Breast augmentation: 318,123
2. Liposuction: 289,016
3. Eyelid surgery: 152,123
4. Abdominoplasty (tummy tucks): 144,929
5. Breast reduction: 138,152
The report states that women had nearly 8.6 million cosmetic procedures (92% of the total). Men had more than 750,000 cosmetic procedures performed (8% of total).
The top five surgical procedures for men were:
2. Rhinoplasty (nose surgery)
3. Eyelid surgery
4. Breast reduction
5. Cosmetic ear surgery
According to Felmont Eaves III, MD, president of the ASAPS, growth in demand is likely to increase as we come out of the recession and baby boomers and their children are turning more to plastic surgery.
[Source: Hendrick, Bill (2011). “Cosmetic Surgery on the Rise in the U.S.” WebMD website obtained at http://www.webmd.com/healthy-beauty/news/20110405/cosmetic-surgery-is-on-the-rise-in-the-us].