Cosmetics manufacturer, Colorlab have picked up on a recent technological development which allows the company to offer female customers the opportunity to have lipsticks, blushers, eye- shadows and other cosmetics manufactured in custom- blended shades that perfectly match any sample of fabric. When Colorlab produces an eye- shadow for a young prospective bride in the same shade as her bridesmaids gowns, the company is engaging in which of the following?
A) combination segmentation
B) behavioural segmentation
C) hyper segmentation
D) micromarketing
E) mass customization

Question

Quizplus · Accepted Answer

Colorlab's ability to manufacture custom-blended cosmetics that perfectly match any sample of fabric is an example of mass customization, which is the creation of products tailored to the specific needs/wants of individual customers.

Cosmetics Manufacturer, Colorlab Have Picked Up on a Recent Technological