Argument Essay: Sun-Beem Facial Cleanser

The regional brand manager sent the following memo to the national brand manager for Sun-Beem Facial Cleanser.
“We need to institute a huge publicity campaign for the launch of Sun-Beem’s improved formula. Without an enormous media blitz, including television, radio, internet, and magazine ads, potential new customers will not be aware of our product. And previous customers will not be aware that Sun-Beem’s new, non-carcinogenic formula is on the shelves. The best way to combat the negative publicity Sun-Beem’s old formula received is to fight fire with fire, by using the media’s insatiable interest in any new news about Sun-Beem to sell the new formula. This will erase the negative connotations in the minds of former customers, and will ensure that Sun-Beem is once again the best-selling facial cleanser on the market.”
Write a response in which you discuss what specific evidence is needed to evaluate the argument and explain how the evidence would weaken or strengthen the argument

The given argument is from the Regional brand manager to the national brand manager about promoting the new Sun Beam Facial Cleanser. The manager suggests that the company should have a huge media coverage for the release of this product as this is the most convenient way to build up a good reputation about the brand, as they faced a few criticisms about their previous products before. However, the argument does not seem to be cohesive and lucid and the points provided by the author to bolster his claim do not seem to be satiable or fully strengthen his points. Hence the argument has multiple flaws and the following points give a more pellucid picture of the same. 

Firstly, the regional manager feels that instituting a huge publicity campaign for the new product by involving media like magazine, television, radio etc, would make the product famous and attract potential customers towards it. However, the manager fails to consider the point that the quality and history of the product and the brand name also matter to some extent. The customers who already know about the previous impressions about the past products would be skeptical about trying the new ones and the one's that are new to the brand would buy it only if the product is affordable and of good quality. Therefore, the brand should focus on these intricacies rather than throwing an enormously exaggerated product release in the media. 

Secondly, the author mentions that the new formula is non-carcenogenic and wants to make the customers aware of it. However the author does not provide any evidence for the same, such as some test results or some guarantee stating that the product is safe to use. This makes things bewildering and unsure for the customers as the product that does not claim to be safe, cannot be used by the public, no matter how luxurious the branding is. The author, therefore, should have provided some strong supporting background data to make his point more cohesive and convincing. 

The author also mentions that the branding of the product through a huge media coverage would be like fighting fire with fire and would help remove the previous impression of people about the product and would also give media a chance to publicize the new product in a better way. However, there have been multiple other sources through which peple would get reviews about the product and would also know about previous impressions of the same. And as the famous quotation goes, first impression lasts long, hence this would make it difficult for the product to make a clean entry into the cosmetic and skin care market. Had the author presented the article with some good reviews or evidences proving that the new product is improved and the customers must try it once before judging it on pre-conceived notions, would the point have made a better meaning. 

In conclusion, it can be said that, had the Regional manager kept the above points in mind, his argument would have been much more coherent and convincing. However, since the author fails to consider the above points, the argument remains incoherent and doesn't provide satiating reasons for the customers to buy the new product from Sun-beem facial cleanser.