Colorlab has picked up on a recent trend in the cosmetics industry which allows women the opportunity to have lipsticks,blushers and other cosmetics manufactured in custom-blended colours designed to match a dress or simply to provide a perfect blend with skin tone or hair colour.When Colorlab produces a lipstick to match a swatch of fabric provided by the customer,the company is engaging in ________.
A)mass customisation
B)micromarketing
C)local marketing
D)tight targeting
E)behavioural segmentation

Question

Quizplus · Accepted Answer

Mass customisation refers to the production of goods and services that are customized to meet the specific needs and preferences of individual customers. In this case, Colorlab is manufacturing cosmetics in custom-blended colors to match the customer's preferences or requirements. Therefore, manufacturing a lipstick to match a swatch of fabric provided by the customer is an example of mass customisation. Micromarketing, local marketing, tight targeting, and behavioural segmentation are not relevant to this scenario.

Colorlab Has Picked Up on a Recent Trend in the Cosmetics