Multimodality and Language Role in Cosmetics Marketing

In the 21st century, there’s a limited number of printed commercials on certain products. Companies are no longer focusing on printed promotion. Instead, they tend to promote their products through advertising campaigns on the social media platform. Nowadays, the main media platform that is used to publish the company content is Instagram, YouTube, TikTok, and Snapchat.

Different strategies can affect brand marketing, language is one of the strategies that might have an impact on promoting a product. Understanding the target consumers is required while promoting a product so that we can decide what language that needed to be used in order to persuade the customers. 

For example; using simple, strong, and understandable words in mentioning the benefits of a particular product would be helpful to attract new client. Besides, word choice is an important role in persuading the buyer since language has many word synonyms, we need to find a suitable and strong word to be used in marketing.

However, If the promotion goes overseas, the language used is needed to be simple, clear, and understandable by the majority of people. but have you ever wondered, what might happen if the language used in the advertising was ambiguous??

 Here comes the importance of multimodal digital marketing. This strategy would allow the brands' company to communicate effectively and develop their online marketing.

As it has been mentioned, language would not be enough to increase the growth of a business, but it also needs the opportunity to engage in visual attachment to boost a business. This engagement could be in many ways, it could be as a graph or visual photograph, or even create videos that can impress the consumer. 

Aron Levin (2020) has mentioned that people spend billions of dollars on advertising to catch the client's attention which forms a great deal to success in the company market. However, a study from Kantar Millward Browns (2017) found that both Generation Z and Millenials are having a positive attitude toward any advertisement that engages the interesting story, humor, and great music.

 Therefore, Creativity is needed when it comes to product promotion; which is a phase where a person creates a new or unique concept to promote his product. 

Perhaps, each creativity strategy has a different set of benefits based on the target. This creativity could be a tutorial, unboxing videos, memes, or even visual photographs posts. All of these might be helpful to spread the product campaign.

As shown in the previous photograph, it has been edited by adding some products' name used by the model to complete her natural look. what makes this interesting? well, this could help in persuading the consumer to get that glow full look from the same promoted company. 

Also, the model has a medium skin tone which indicates the majority color of Indonesian's skin tone. This exactly explains Jef Richard's (as cited in Aron Levin, 2020) quote, he has claimed that " creative without strategy is called "art". 

Creative with strategy is called "advertisement". This shows how a language and a creative visual engagement would be a great marketing strategy when they get combined.

Figure 2 video engagement of "Huda Beauty" cosmetic (Dok. Huda Beauty)

Another example of the visual engagement used by an international company “ Huda Beauty” to attract the consumer with any type of skin tone no matter what their gender is. 

As shown in figure 2, you can see that the company included males and females of different races and beliefs to persuade the buyer that their product is suitable for everyone.

To sum up, you can tell from the previous description that every company has marketing strategies that involve language and visual engagement as an important role. So, a great and successful business would absolutely have a well-managed strategies with a quite amount of creativity to promote their products.