Marketing Myopia, Theodore Levitt

Marketing Myopia, Theodore Levitt The rapid increase in technology, economic downturn and globalization has led the businesses to reflect about their organizational goals and policies. It is of imperative importance that an organization knows where it is heading. Businesses may have cutting-edge technology, large customer base and skillful employees which are an asset for any organization but it would all fall behind if that organization does not have a clear and concrete understanding of what it is trying to achieve in the long-run. It is the vision and goals of the company that direct its people to work for a purpose and is fundamental to the success of a company. Visions help to define the working practices, relationships, procedures and strategies for production which is turn determines the magnitude of progress of the organization. Theodore Levitt, in his article Marketing Myopia, compels the readers to understand the importance of effectively set visions which are a catalyst for the companys success. Most of the industries focus largely on their refined product and become victims of downfall in the long-run. They do not realize the cause of their diminishing growth because to them their strategies in product development and product enhancement are top-notch. They tend to blame external factors which might have contributed to their downfall but they fail to see the bigger picture underneath: their goals and visions did not focus on consumer preferences and needs. Theodore Levitt explains this phenomenon by the carefully penned term Marketing Myopia which refers to the short-sighted visions by the top-management that is focused on enhancing products rather than assessing customer needs. Levitt explains the downfall of railroads stating that the industry was defined incorrectly. The management should have seen railroads as a transportation means rather than just railroad industry. The stagnation of this industry thus was because of incorrectly defined vision. According to Theodore Levitt, there are no growth industries. He believes that in todays times there could be many substitutes for any number of products and the companys which focus on capitalizing their growth opportunities fall into a shadow of obsolescence. They fail to see the prospects of substitute industries which could wipe-out their businesses. For example, the silk industry in Europe has been thoroughly diminished because of introduction of viscose rayon as it costs less and has the ability to replace silk. In short, Levitt tells us that the companies are doomed to fail if their visions and purpose is obscure. In order to succeed, organizations should have crystal-clear goals that focus on the customer needs and preferences rather than on the product. This paper will discuss some of the pros of the article Marketing Myopia and some criticisms about the same along with examples. HIGHLIGHTING THE STRONG POINTS: Theodore Levitt emphasized that the organizations which are working on the belief that their products are unique; are growth opportunities for them and would continue to give them success, do not realize that their dependence on such belief could be their downfall. He describes this view in these lines: Industries that assume themselves to be riding some automatic growth escalator invariably descend into stagnation. The history of every dead and dying growth industry shows a self-deceiving cycle of bountiful expansion and undetected decay. He further gives four strong points arguing why these industries slow down in their growth conquest. 1. The belief that growth is assured by an expanding and more affluent population. 2. The belief that there is no competitive substitution for the industrys major product. 3. Too much faith in mass production and in the advantages of rapidly declining unit costs as output rises. 4. Preoccupation with a product that lends itself to carefully controlled scientific experimentation, improvement, and manufacturing cost reduction. I would be discussing these strong points here with the help of examples. 1. Population Myth: Theodore Levitt rightly argues that when the market for the product is growing the management tends to stop thinking about the future assuming that the growing market is the indication of future success. The management then focuses on expanding its production rather than thinking about marketing. The main focus of their concerns becomes selling which stems from the needs of the seller instead off the needs of the consumer. The management tends to ignore the changing trends and needs of the customer which leads the company to their doom. Iridium, which once was a high-flying organization on Wall Street, got the biggest failure in the market. Iridium introduced satellite phones in late 1990s that could work anywhere in the world. It was a brilliant idea which was flopped within a year pushing the company towards bankruptcy and leading the CEO to resign. The company invested billions of dollars in this project which backfired because the focus of their initiative was not the consumer. They assumed that the growing advancement in information technology and the larger customer base for mobile phones would be enough to build an expensive project on. They did not take marketing efforts seriously and failed to realize ahead of time that the consumers were not willing to pay high prices for their product and they did not take note of the fact that the cellular phones could become popular during that same time period. The market for satellite phones was not tested before launching the phones which did not get the success hope d by the management. 2. No Competitive Substitution Myth: The second argument by Theodore Levitt, the belief that there is no competitive substitution for the industrys major product, could easily bring about the downfall for the organization. When the management tends to have faith in the fact that their offerings are indispensable, they stop thinking about the future. They focus on producing that indispensable product and do not take into consideration the changing environment and the threats of possible entrants or substitute products. This belief takes the organization into stagnation. In this age, mobile phones have more or less replaced the fixed connections. The competition is between the landline services and the mobile phone companies. Now multiple wireless access technologies are also in the fast race with the GSM technologies. 3. Faith in Mass Production: Declining unit costs as production rises is a very attractive incentive for producers. They tend to focus on the production and costs rather than focusing on the marketing and consumer preferences. Once they have mass produced their products, they are inclined towards selling it instead of marketing it which becomes the reason for their downfall. As time changes, the consumer preferences change as well. . It is a known phenomenon that people and their behaviors have to change with the changing environment they live in. With todays changing milieu, an individual must be willing to abandon old techniques and learn new ones. Henry Ford, developer of assembly-line technique for mass production, introduced Model T automobile and revolutionized the transportation business. He started producing Model in large quantities. It was a success initially and was hailed as the everywhere. As time changed, the consumers started thinking in terms of benefits and value they get from the Model T car. They demanded more features especially color options. Ford replied saying, Any customer can have a car painted any color that he wants so long as it is black; it was because black color used to take less time in drying. After some time, the production of Model T stopped as consumer wants changed and the industry got competitive. It is important for the organizations to take in view the changing trends and consumer wants. The industries in todays age are highly competitive and uncertain. Thus to avoid stagnation, marketing should be given specific importance. 4. Preoccupation with Scientific Research and Development Techniques: Theodore Levitt says in the article, The greatest danger which faces the glamorous new companies in this field is not that they do not pay enough attention to research and development, but that they pay too much attention to it. It is true that most technological firms tend to focus their efforts towards scientific implementations and research and development which raises their cost and increases their chances of failure if the innovations are not receptive to the consumers. Nokia, a world-leading organization in cell-phone industry, is fighting a battle with Apple Inc. for the market share of smartphones. The recent milestone in the cell-phone industry is the application feature. Apple has the largest market share in smartphone segments while Nokia is spending millions of dollars for R and D in this area yet its sales are diminishing. The software Nokia uses is failing which is the reason for continuous scientific research in this regard. According to Bloomberg.com, Nokias share of worldwide smartphone sales fell to 41.2 percent in the first quarter of 2009 from 45.1 percent in the year- earlier period, while Apples doubled to 10.8 percent. EXAMPLE OF MARKETING MYOPIA: Marketing Myopia does exist in almost all the industries where the top management fails to see the bigger picture. When the organizations take profit-making approach or mass production techniques, they tend to lose sight of the customers who can change the fate of any organization. Theodore Levitt gave us illustrations about myopic industries though most of his discussion was based on the railroad dilemma or the oil industry. Marketing Myopia, however, could be found in any organization. An example taken from Ivey Business Journal is presented here which discusses the downfall of PG owned coffee roasting company, Splendid, and the rise of Starbucks. For several decades Procter Gamble owned Splendid, an Italian coffee roasting company and a leading brand in the Italian take-home coffee market. Through Splendid, PG had access to a powerful reservoir of knowledge about the production, distribution and marketing of authentic, Italian espresso coffee, and to powerful insights on the consumer experience of enjoying an espresso or a cappuccino in an Italian coffee bar. But it viewed the potential of this knowledge narrowly: as a way to adapt the famous PG brand building and product management skills to the Italian market a peculiar place where people drank thick, dark coffee in preference to the traditional American brew. PGs myopic view of competition both in Italy and, back home, in the U.S.- and its failure to engage with the world as a source of innovation, left the way open for Starbucks, a minute coffee roasting company from Seattle. In the mid-eighties, Starbucks CEO spent some time in Italy and studied the technology and consumer behavior in the Italian coffee market knowledge that PG had already in-house at Splendid for ages. He then combined what he learnt in Italy with world-class retailing and fast-food management techniques perfected in the United States. To the recipe, he added his understanding of American consumers and New York financial market to craft Starbucks strategy. The results are now legendary. What made the success of Starbucks was not an innovative coffee blend but rather an innovative knowledge blend. The amazing thing is that PG had privileged access to all the components of the recipe, though some components were in other countries (Italy, for starters) or in other industries (for example, fast-food). But myopia was surely limiting and hurting PG, as it couldnt see much beyond its existing markets across the street. Eventually, in 1992, PG sold Splendid to Philip Morris Kraft General Foods. HIGHLIGHTING THE PROBLEMS OF MARKETING MYOPIA: Considering the fact that what Theodore Levitt said in his article Marketing Myopia was completely flawless would be ambiguous. Like every theory, Marketing Myopia also has its negative points. Railroad and Movie Industry: Theodore Levitt has explained the concept of marketing myopia with the help of the examples of railroads and Hollywood industry. He has pointed out that the failure of railroads was not due to the introduction of other transportation facilities availability rather the incapability of the management in defining the purpose of railroad industry as just railroad-oriented instead of a transportation-oriented. If they had identified themselves as transportation-oriented, they would have been able to see the market conditions more clearly and hence be prepared for any threats coming their way. Levitt has also explained about the Hollywood business in the same context: that they failed to define their purpose as entertainment-oriented and stuck with their myopic view of Hollywood as movie-making business which led to its near collapse because they did not treat TV as an opportunity. This led to their self-deceiving belief and TV became their threat and a much bigger industry. In 1990, David J. Morris Jr. of University of New Haven, published an article in the Journal of the Academy of Marketing Services. He explained that the reason railroads came to their demise and the fiscal purgatory of Hollywood industry was not because they were myopic. He explained that their failure was due to the Government regulations that did not give them the chance for expansion even though they tried. In his article, he has stated that the US Government Regulatory body shifted to trucks, auto and air after World War II because of which the railroads got left behind. In his view, the railroads tried to expand into related transportation areas but the railroads suffered because of 70 years of government destruction. Morris has also explained that the Hollywood industry took steps to acquire television stations but the Federal Communications Commission denied this request to Paramount Pictures Inc. The movie industry also became a supplier to the television industry as the motion pictures were in colored and the television was still in black and white. Some motion picture producers also rented out studio space to television. The problems in movie industry thus were not because they were myopic rather because of antitrust policies and Government regulations. It is true that most managements fail to see the bigger picture while trying to focus on their product and define their purpose obscurely and finally getting caught up in myopia but the history of railroads and Hollywood industry show that they were not myopic rather victims of Government regulations. Stakeholders: Theodore Levitt stresses upon the need to focus on the customers and their preferences. In his article, he has emphasized the role of marketing repeatedly saying that the success of the firm in inevitable if the market has been thoroughly researched and the visions and goals of the company are defined on the basis of the marketing efforts. But he does not explain about the role and need of the stakeholders of the organization who also play a big part in the future of the organization. An organization may have an excellent product, well-defined market segment and a considerable market share and yet it could all fail if there are any problems in the workforce, distributors or suppliers. The focus should be the customer but the stakeholders should also be taken into consideration while defining the vision of any organization. Likewise, the marketers should also focus on the current environmental situations, environmentalists and legal regulations instead of just focusing on the customer. Leadership Issues: An organization could also fail if the leadership has no purpose for the organization. It is important to define the purpose in terms of market conditions but an organization should also have a purpose and a reason to exist; when it is lost the organization would fail even if their product and customer base is strong. Theodore Levitt has stated that in order to succeed in future an organization must have customer-oriented goals but the management should also have a vision to lead so that it could fulfill the purpose of those customer-oriented goals. For example, before 1984, ATT had a purpose and a reason to survive. The organization had talented employees and excellent services. The company started failing due to changing technologies and shifting regulations. Michael Armstrong was hired as the CEO with the hope that he would prevent ATT from failing. That unfortunately did not happen because the vision of the CEO to lead was hazy. He started laying-off employees and losing acquisitions and cost-cutting strategies which backfired. The reason was simple: Michael Armstrong did not have a clear understanding of how to lead and could not therefore manage the customer-oriented visions. CONCLUSION: Information in todays time has become more liquid and accessible. The organizations which want to grow in this world need to recognize the need for knowledge about the changing trends, technologies and customer preferences. Marketing Myopia as defined by Theodore Levitt could teach a lot of organizations the importance of clearly defined purposes and customer value. The organizations need to look around them to the changing environment-not only local changes rather a birds-eye view of the world around them. If the top management fails to see the local and global implications of the changing trends and decides to just focus their attention to their product then they are bound to get caught in myopia. This age is not one for an isolated entity. It is also of great significance that the top management analyzes the over-all impact of their strategies with the view to the market and start to think imaginatively. In the recent years, the understanding of marketplace trends and its competitive implications has led the organizations to change their strategies and policies. The competitive pressures influence the businesses to act speedily and innovate productively. The only profit-making approach towards busine ss does not hold true in these times because a single idea, a new product or even a new use of an existing idea can change the marketplace rapidly. The organizations have to continuously evolve and innovate in order to stay in this cut-throat competitive environment. If the management fails to do this, them the organization is bound to be caught up in the self-deceiving cycle of bountiful expansion and undetected decay.

My Hardest English Teacher Essay -- narrative, descriptive

I always thought that I was a talented writer. By writing, I mean conveying my thoughts or ideas in ways that people found interesting and fun. Writing came easy to me, and I could write pages of original ideas and thoughts in a matter of minutes. It was fun and easy - not something I had to work hard at. That was until I entered into the tenth grade. That year in Honors AP English, my whole writing style was turned upside down. We were no longer writing the "In my opinion." or "I think." papers. We were writing critical and analytical essays. We actually had to prove and support our ideas - something totally new to me. Of course, with my writing "expertise," I thought this would be no problem at all. That year, everything changed, and six years later, I still use the techniques that I learned in that class. In classes prior to this, teachers had always stressed the ideas of pre-writing, drafts, and editing. But because writing always came so easy to me and I excelled at it, these were just practices I completed to humor the teacher. I had no use for them. They didn't seem to have any effect on my writing at all. However, that changed when I entered the tenth grade class. The teacher of the class was the department head, Mrs. K. We called her "the K'ster." She was a fairly short, roly-poly woman - the kind that are supposed to be so nice and call you "sweetie" and "dear." But she didn't. She wasn't mean, but she didn't take excuses, and that was made very clear to us early on. If we didn't work in her Honors AP class, we could kiss our seat goodbye. According to her, there was a list of people just waiting to get into the class. The K'ster always carried around a water bottle. Every time she spoke, she would get two words ou... ...writing assignment." This feeling has stuck with me for years. However, now I can whip off a theoretical paper in no time flat! In fact, I have fine-tuned my system so well that, depending on the assignment, I can sometimes skip writing down my brainstorming, and just think about the ideas for a couple of days until they blossom. As much as I didn't like the K'ster, she forced me to deal with a new type of writing with which I had a very difficult time. Because of her, I now have a system of writing that works for me, and can be applied to almost any type of analytical assignment that can be given. However, I have the opposite problem now. I can write analytical and theoretical essays very easily, but writing creatively is difficult. I'm out of practice. I don't know where to start.I don't feel good about the ideas.The same excuses I had when I started tenth grade.

Brand Philosophy Essay

The brand NEWE was created and nowadays follows the aim to show women’s beauty and sharm. Main goal of the brand is to make all possible efforts to find a solution of women skin troubles. Another strategy of the company is to make female skin more shiny, bright and beautiful. Mission The new formulation and one of high-priority goals of the company is to deactivate skin energy and make it looks full of life and shine through new innovations technologies developing. NEWE is making everything possible to product advanced cosmetics using delicate CGMP construction process. This process not only provides skin with natural ingredients but also based on only natural ingredients taken from clean environment. Science from nature NEWE is trying to bring skin technologies closer to life science and step by step taking the direction to ideal skin. Based on human efforts, natural ingredients and innovative technologies NEWE is heading to beautiful future. With outstanding progressive ideas and innovative strategies NEWE provides the skin’s beauty all women dream about. 6. NEWE’s procedures and effects Lightening Snow whitening (basic) Whitening (BB) Ultraviolet rays block Time lock (BB) Time lock (Basic) Golden label deluxe Gold therapy Wrinkles removal & anti-wrinkles therapy 7. NEWE’s procedures description & special features Name of the procedure | Skin type| Product formation | Skin problems available for care | Functions| The special features of the procedure | Gold label deluxe| All skin types| Toner, emulsion,essense,cream| Lack of elasticity,fine wrinkles, laugh lines| Wrinkle therapy| 1. Contains of 99% pure gold 2. Moisture& anti-ageing effects 3. Soft texture, high consistence of nutritions| Snow white| Oily ,combine skin| Serum, cream, spa-solution, BB cream| Lack of moisture, freckles, blemish, dark skin| Lightening, BB (2 phases)| 1. effect of 7 red moisture & whitening effect 2. Light texture, easy using 3. Purslane, white birch active extracts therapy | Time lock| Dry skin| Serum, cream, eye cream, BB cream| Lack of elasticity,fine wrinkles, laugh lines, deep wrinkles, skin troubles | Wrinkle therapy, BB (3 phases)| 1. Contains of pea ’s protein (stem cell culture medium) 2. Contains of bean’s fermentation extracts 3. Texture full of nutritions, moist using| Gold therapy | All skin types| Serum, cream| Dark skin, lack of elasticity, fading skin| Wrinkle therapy & lightening (double effect)| 1. Contain 99% gold components2. contains of caviar extracts 3. providing a moisture from chell | 8. Skin care & solutions for different age groups Age group 25-30 1. After the age 25, skin begins to decline energy and ageing process slowly starts (especially in the case of marriage, pregnancy and birth of children life style on the whole changes a lot, what influences on skin condition). 2. Fine wrinkles, laugh lines appear. 3. A tendency of decrease skin energy and elasticity. 4. Skin becomes tighter, and wrinkles near mouth zone become more visible. 5. Although consistence of oil/moist in skin almost the same with 20-25 age group, it’s a time when skin can change its type unexpectedly. Problem & skin care Problem: 1. Although there’s no big difference with 20-25 skin condition, due to cases of pregnancy & birth of children a state of skin begins to change. Care: 1. Choosing cosmetics which suits the skin type, protecting skin and keep the necessary moisture balance. 2. Paying attention on protection skin from ultraviolet rays and other outside impulses. 3. Taking care of skin using lightening cosmetics in case of fine wrinkles, laugh lines appearance. 4. Amount of serum secretion at eye, mouth, cheek zone begins to decrease, so face expression wrinkles should be taken care especially. ADVICE NEWE SNOW WHITE LINE! 9. Skin care& solutions for different age groups Age group 30 Skin condition 1. The state when stability of the skin is fold most. 2. In comparison with 20-s ageing process visible more, but due to continuous hormone secretion and stable life style most balanced skin condition 3. Decrease of skin elasticity, skin becomes pigmented easily, fine wrinkles, laugh lines appear. 4. Metabolism and all skin reactions become slower; as a result sebum secretion declines also. 5. Skin looses shine and gloss, becomes coarser, the moisture level decrease. Problem & skin care Problem: 1. Skin becomes dryer, and oily skin troubles decrease. 2. Increase of fine wrinkles, laugh lines and other troubles connected with ageing process (time, when people pay more attention on ageing process). Care: 1. 0 age is the time when metabolism retards, so to expedite circulation of the blood everyday massage and packs (should be used 1-2 times a week) are necessary measures. These procedures activate an energy stream in the skin, making it vitalized. 2. The people, who feel their skin more tight and dry than before, should include essence using in their everyday life and keep the moisture level balanced all the time. 3. To prevent skin vaporization nutrition cream should be used conti nuously both with eye cream against eye wrinkles& laugh lines. ADVICE NEWE TIME LOCK LINE NEWE GOLDEN THERAPY LINE 10. Skin care& solutions for different age groups Age group 40-50 Skin condition 1. Ageing process becomes more and more visible and fast, wrinkles appear not only at eye-mouth zone but at other parts of face 2. Time when skin becomes dry and the dryness is visible also. 3. Skin blemish swells, skin looks tight and coarse. Problem & skin care Problem: 1. Ageing of the skin becomes clearly visible, sebaceous glands’ function becomes worse, dermis structure and connections go off, skin elasticity decreases rapidly. Care: 1. Paying a lot of attention on prevention of skin dryness & and the loss made by ageing process, choice of high-nutrition cosmetics. 2. Use of preventing ageing process products, providing special care except of the used every day. 3. Use of packs bringing new energy to the skin; regular massage. 4. Use of plowshare cream and anti-wrinkle cream together. ADVICE! NEWE GOLDEN LABEL DELUXE LINE NEWE TIME LOCK LINE 11. Golden Label – anti-ageing Providing skin with 99% gold – happiness for skin! Providing of 99% gold peptide Adenosine – tested by Korea Food & Drug Administration Anti-wrinkle components & ingredients 12. Golden Label – anti-ageing Pure Gold 99 % * Pure gold used since Middle Age Era to prevent ageing-processes, it congenial with the body, there is no corrosion, doesn’t cause allergy; it’s expedite cell revival effects and famous all over the world by detoxification the poison, a wispy beard, sterilization and lightening effects. * Adenosine- the effect of wrinkle-removal tested and proved by Korea Food ;amp; Drug Administration. Due to ingredients effective both at preventing wrinkle and their removing at the same time. * Peptide – gets fast absorbed by skin fast; due to outstanding anti-wrinkles effect fully moisturize dry ;amp; dark skin, providing it with necessary nutritions. 13. Golden Label – anti-ageing NEWE GOLDEN LABEL DELUXE TONER 150 ml From the very moment of touching the skin, toner provides it with gold extracts and leaves the feeling of moisture due to synergy of nutritions and collagen. Toner keeps skin elastic, clean and full of energy, preventing wrinkles at the same time. NEWE GOLDEN LABEL DELUXE EMULSION 150 ml Due to the synergy of ingredients (gold, peptide and collagen mixed in optimum proportions) mild emulsion keeps skin clean, elastic and fresh. NEWE GOLD LABEL DELUXE ESSENSE 150 ml Luxurious enrich essence consists of 99% gold extract and collagen remove all skin and turn it back to the young age times. NEWE GOLD LABEL DELUXE CREAM 50 g Luxurious cream deeply provides skin with necessary nutritions, bringing loose skin to life, and return dry skin into energetic, full of elasticity one. 14. Snow White _ whitening Due to the complex of arbutin and 7 – red extracts makes skin bright and shiny immaculately. Arbutin – lightening component, effect was tested by Korea Food ;amp; Drug Administration. Moisturizing factor – sap of a white birch, puslane extract * 7-RedConcentrate – tomato, rose, camellia seeds, rubus coreanus fruit, rooibos, safflower seeds, peach – complex of 7-red ingredients. 15. Snow White _ whitening Arbutin – the ingredient was tested and proved by Korea Food ;amp; Drug Administration. Due to comprised whitening components lightens pigmented skin and makes it clean immaculately. -Red components – comprising effects of 7 red plants ingredients, this complex prevent skin from oxidation, control moisture balance and brings skin to the best condition, making it healthy and bright. Sap of a white birch, puslane extract – protects skin from outside irritations, provides necessary moisture and makes skin bright, resilient and smoo th. 16. Snow White _ 7-Red Complex 1. Rooibos – lightening effect, skin troubles prevention effect Anti-oxidation effect, powerful skin protector 2. camellia seeds – makes skin soft and smooth, protects from anti-oxidants; Makes crumbly and flaky skin healthy . rose flower – powerful effect of skin regeneration, brings fresh feeling Heals skin itching, inflammation, recovery effects 4. Oil of safflower seeds – outstanding plowshare; source of vitamin E 5. rubus coreanus fruit – powerful effect of skin regeneration, brings fresh feeling; Heals skin itching, inflammation, recovery effects 6. Tomato – Anti-oxidation effect; acne sterilization effect 7. Peach – prevention of skin dryness; brings the immunity to damaged skin; activate blood circulation and improve cell structure of skin 17. Snow White _ whitening NEWE SNOW WHITE SERUM 40 ml Serum permeates into the skin fast and deep, providing lightening effect. Enrich luxurious serum makes skin clean and bright. NEWE SNOW WHITE SPOT SOLUTION 20 ml Snow white spot solution is a product created for using at parts of skin with especially intensified pigmentation; controls the amount of melanin bringing pureness and shine to skin. NEWE SNOW WHITE CREAM 50 g Cream consists of whitening ingredients, richly provides skin with nutritions and moisture. NEWE SNOW WHITE BB CREAM LIGHTENING, SPF 40 PA++ 2 PHASE COSMETICS 40 ml Due to high level of outside factors protection 2 – phase effect cream blocks ultraviolet rays 2 times more effective, prevent skin damage and keeps the tone of skin smooth and natural all day long. 18. Time Lock _ anti-ageing â€Å"Adenosine complex and proteins of pea – solution, bringing liveliness and juvenility to skin† Adenosine – wrinkles removal effect proved by Korea Food ;amp; Drug Administration. Moisturizing Factor – bean’s fermentation ingredients; sodium hyaluronate. HYDROLYZED PEA PROTEIN – pea’s proteins 19. Time Lock _ anti-ageing Adenosine Wrinkle removal effect proved by Korea Food ;amp; Drug Administration. Adenosine removes all kinds of wrinkles (from fine wrinkles, laugh lines till deep wrinkles) and brings energy and elasticity to fading skin, rejuvenating it. Pea’s proteins The proteins are segregated from pea and then after refining process and enzymatic treatment liposome initiate a reaction on peptides of small molecular size what improves stem cell activity. Vitamin Sodium hyaluronate Protects skin and keeps it smooth and healthy; Keeps skin moisturized all day; controls the moisture level richly. 20. NEWE TIME LOCK SERUM 40 ml Fast absorbing serum, which deeply fills skin with elasticity, removes different types of wrinkles and makes skin resilient and fresh. NEWE TIME LOCK CREAM 50 g Cream consist of enrich various nutritions which get absorbed by skin fast and prevent dryness. Product also protects skin from outside damages and makes it look healthy and calm. NEWE TIME LOCK CREAM 20 ml Protects sensitive skin near eye zone gently, provides it with moist and nutritions, prevents eye wrinkles and makes skin at eye zone look resilient. NEWE TIME LOCK PREMIUM BB CREAM SPF 40PA++, WRINKLES, LIGHTENING 3 PHASE EFFECT 40 ml Due to high level of ultraviolet protection SPF 40 PA++, lightening effect and wrinkles remove effect 3 phase effect BB cream regenerates damaged skin, keeps skin moisture, healthy and beautiful for a long time. 21. Gold Therapy _whitening ;amp; anti-ageing ‘’ 99% pure gold, EGF, caviar, peptides –skin becomes a masterpiece† Gold therapy Gold – 99. 9% pure gold Arbutin Adenosine – adenosine, anti-wrinkles components, arbutin; lightening effect proved by Korea Food ;amp; Drug Administration. Caviar – caviar extract 22. Pure gold component Gold is known around the world as an absolutely harmful component makes skin bright and fresh. It removes endotoxins and skin waste products, prevents different skin troubles and rejuvenates skin deeply. Caviar Caviar is well-known as one of the top 3 world delicacies. Its extract richly brings nutritions to skin, provides it with elasticity and keeps soft and beautiful. Arbutin Adenosine Lightening effect proved by Korea Food ;amp; Drug Administration. As anti-wrinkles components Arbutin and Adenosine relieve skin pigmentation, makes skin clean and smooth, remove all types of wrinkles and provides skin with energy and elasticity. 23. Gold Therapy _ whitening ;amp; anti-ageing NEWE GOLD THERAPY SERUM 40 ml Comprising components of gold gel-type serum gets absorbed quickly even by deep parts of derma, has a lightening effect and makes skin more shiny and bright. NEWE GOLD THERAPY CREAM 50 g 2 phase fast absorbed anti-wrinkles cream, which provides skin with nutritions and moist, making it smooth, soft and beautiful.

Essay about Othello and Iago Two of a kind - 1284 Words

When reading Shakespeares â€Å"Othello the Moor of Venice†, the two main heros seem to be very different, both in character and actions. Othello seems to be an honest man who believes other people. He is respected by society for his nobility and bravery. Iago is a villain, plotting around not only against Othello. Othello demotes him to a lower status, and despite beeing a trained soldier, Iago is quite a coward when it comes to confronting an enemy with a sword. Although these two figures seem so different, they are [much more] alike, in more than one way. They both share the army way of life, and they tend to curse and use harsh language when upset. They both betray the people they are close to. Othello and Iago are suspicious towards†¦show more content†¦Iago, on the other hand, is a coward. The audience hears him talk about his battles, but when actually holding a sword, he prefers to avoid confrontation. [FOR INSTANCE , WHEN TRYING TO KILL CASIO,]quot;Iago darts from concealment behind Cassio, wounds him in the leg, and exitquot; (V, i, 27). The audience can therefore see two different characters. Othello is naà ¯ve while Iago is the villain. Othello is respected by everyone. Iago feels he disserves[DESERVES] more respect, better position, more money, and a more beautiful woman. Othello is a brave and victorious general that overshadows Iago, a coward that stabs his rivals from behind. nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;However, in spite of this difference, Othello and Iago are alike in more than one way. Othello and Iago are both soldiers. They obey orders of military fashion. Othello gets his orders from the duke and senate. Iago is doing more simple soldier chores, like when Cassio calls him quot;to the watchquot; (II, iii, 13). This shared way of life probably made them talk the way they do, in a rude fashion, especially when they are mad. quot;Ill tear her all to piecesquot; (III, iii, 431), quot;O, blood, Iago, blood!quot; (III, iii, 451), cries Othello during a conversation of theirs. When interrogating Desdemona, he degrades her by asking quot;What, not a whore?quot; (IV, ii, 86). Iago too, builds up a negative impressionShow MoreRelatedIago, By William Shakespeare1563 Words   |  7 PagesShakespeare’s malicious characters, Iago seems to be one of a kind. At the beginning of the play, Iago is described as a character who is a good liar with a silver tongued eloquence. However, he turns out be a more villain in the end, putting other characters in peril without any justifiable reason. In Act 1 Scene 1 (Shakespeare, 1997), Iago shows discontentment toward Othello for placing him as lieutenant instead of promotion. This part clearly shows why Iago is upset and feels hatred. 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