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Cantuarias, Arana Samantha. "La intervención del celebrity endorsement en las marcas de cosméticos y cómo pueden afectar la intención de compra en el consumidor. Caso: Kylie Cosmetics." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/654552.
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Desde la creación de la sociedad, vivir en un constante comparativo de belleza y perfección entre los habitantes se normalizó de tal forma que se heredó a todas las generaciones posteriores hasta el día de hoy, convirtiendo la belleza en un constructo social (Yaa Oduro, 2016). Quienes tendían a sobresalir o ganar eran comúnmente quienes lograban ser superiores al resto en liderazgo económico, influencia social y belleza física. Esto los llevo a una necesidad muy fuerte por la búsqueda de la perfección y empoderamiento social. Esto ha repercutido de forma no solo simbólica sino tangible en las creencias sociales y acciones ejecutadas por los jóvenes de la sociedad de hoy, llevándolos a enfocar sus recursos, herramientas y fuerza en la búsqueda, al parecer, interminable hacia el logro social y la belleza perfecta (Ma, Fang, Zhang y Nie, 2017). Frente a dicho fenómeno, ya normalizado, los stakeholders alrededor de este sistema social han optado por responder de manera efectiva e inmediata a esta necesidad creada. Se han insertado modelos a seguir para poder alcanzar esa perfección tan deseada. Las nuevas celebridades, los influenciadores han tomado ese rol de guías hacia la perfección y éxito social que tantos parecen buscar. Pero es necesario verlo más allá de un tema psicosocial, verlo desde el punto de vista del negocio. Las marcas encuentran en estos personajes el aliado perfecto para aumentar no solo sus ventas, sino ver reflejada su personalidad de marca, a través de una comunicación efectiva generando una relación real y tangible entre la marca y el usuario (Saggers y Morris, 2018).Since the creation of the society, living in a constant comparative of beauty and perfection among the inhabitants has been normalized in such a way that it was inherited to all subsequent generations until today, turning beauty into a social construct (Yaa Oduro, 2016). Those who tended to excel or win were commonly those who managed to be superior to the rest in economic leadership, social influence, and physical beauty. This led them to a very strong need for the search for perfection and social empowerment.This has reverberated not only symbolically but tangibly in the social beliefs and actions carried out by young people in today's society, leading them to focus their resources, tools and strength in the search, apparently, endless towards social achievement and beauty. perfect (Ma, Fang, Zhang and Nie, 2017). Faced with this phenomenon, already normalized, the stakeholders around this social system have chosen to respond effectively and immediately to this created need. Models have been inserted to follow in order to achieve that desired perfection. New celebrities, influencers have taken that role of guides to perfection and social success that so many seem to seek. But it is necessary to see it beyond a psychosocial issue, to see it from the business point of view. Brands find in these characters the perfect ally to increase not only their sales, but also to see their brand personality reflected, through effective communication generating a real and tangible relationship between the brand and the user (Saggers and Morris, 2018).
Trabajo de investigación
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Xavier, Giovana 1979. "Brancas de almas negras? = beleza, racialização e cosmética na imprensa negra pós-emancipação (EUA, 1890-1930)." [s.n.], 2012. http://repositorio.unicamp.br/jspui/handle/REPOSIP/280975.
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Orientador: Sidney ChalhoubTese (doutorado) - Universidade Estadual de Campinas, Instituto de Filosofia e Ciências Humanas
Made available in DSpace on 2018-08-20T04:25:17Z (GMT). No. of bitstreams: 1 Xavier_Giovana_D.pdf: 23553159 bytes, checksum: 48455bff161cd53573e3132dfabc9ddd (MD5) Previous issue date: 2012
Resumo: Esta tese investiga as representações femininas presentes em propagandas de produtos de clareamento de pele (bleachings) e crescedores capilares (hair growers) da indústria cosmética, veiculadas pela imprensa afro-americana em Boston, Chicago e Nova York, cidades que, entre os anos 1890 e 1930, passaram por uma série de transformações sociais por conta do fenômeno historicamente conhecido como Grande Migração Negra. Ao considerar o processo de urbanização vivenciado pela população de cor que chegava aos milhares no norte do país, enfatizamos a emergência de um capitalismo negro que tinha no "mercado da beleza" um de seus principais ramos comerciais. Nesse sentido, o estudo do papel de "empresárias da raça" como Annie Minerva Pope Turnbo-Malone e Madam C. J. Walker, à luz das contribuições da Business History, leva-nos a lançar mão do conceito de "cosmética negra", entendida aqui como um conjunto de pequenas, médias e grandes empresas, que conduzidas com o capital e a força de trabalho afro-americanos, tinham como um de seus principais objetivos associar lucro financeiro e defesa da "feminilidade negra", a partir da confecção e venda de manufaturados que prometiam uma "boa aparência" para suas consumidoras. Ao explorar associações ambíguas entre good look e pele clara, a pesquisa também examina a construção de uma noção racializada de beleza específica dos negros num contexto de pós-emancipação. Diferentemente do ocorrido na publicidade da cosmetologia branca, tal noção mostra que companhias afro-americanas como a Poro Hair Beauty Culture, a Overton Hygienic Company e a Madam C. J. Walker Manufacturing Company investiram severos esforços na construção de referenciais visuais que conjugassem honra, distinção e equidade social para as "mulheres da raça". Dentro de uma perspectiva que articula gênero, racialização, classe, cosmética e modernidade, observa-se que ser considerada uma "nova mulher negra", como se dizia à época, não era um feito para todas. Para gozar de tal status era necessário possuir visual discreto, comportamento recatado, alto grau de instrução, mas, sobretudo, pele clara. Assim, ao atrelar físico e comportamento, o referido protótipo marcava a preocupação da comunidade intelectual (editores, jornalistas, publicitários, colunistas, artistas, etc.) em criar representações condizentes com uma noção de "feminilidade respeitada", que, por seu turno, revelava o investimento numa "cultura da pele mulata", facilmente captada pelas inúmeras fotografias de mulheres quase brancas, predominantes nas páginas de dezenas de jornais, revistas e catálogos de beleza da "raça". Nesse sentido, a cosmetologia e a imprensa negras foram duas das maiores responsáveis pela produção de uma "beleza cívica" oriunda de um sistema "colorista" calcado na valorização das mulatas em detrimento das blacks (negras retintas). Fato ainda desconhecido pela historiografia brasileira, tais propagandas descortinam formas múltiplas pelas quais as classes alta e média negras criaram suas próprias interpretações e soluções para questões relacionadas à eugenia, ao higienismo, à miscigenação, à urbanização e à segregação racial, abrindo espaço para futuras investigações sobre uma História Social da Beleza Negra
Abstract: This dissertation examines representations of women in advertisements for skin-bleaching and hair-growing products in the cosmetics industry, which appeared in the African American press in Boston, Chicago and New York. Between the 1890s and 1930s, these cities underwent a series of social transformations as a result of the phenomenon referred to by historians as the Great African American Migration. Analyzing the process of urbanization experienced by the population of color, who arrived in their thousands in the north of the country, emphasis will be placed on the emergence of black capitalism, which one of its greatest commercial interests in the beauty industry. The study of the role of black businesswomen like Annie Minerva Pope Turnbo-Malone and Madam C. J. Walker, and their contributions to business history, leads us to the concept of "black cosmetics." This is herein understood as a group of small, medium and large businesses which, drawing on African American capital and labor, aimed to unite profit with the defense of "black femininity," via the production and sale of products that promised their consumers a "good appearance." By exploring the ambiguous associations between "looking good" and whiteness of skin, the study also examines the construction of a specifically racialized notion of beauty held by blacks in the post-emancipation United States. This notion reveals how, unlike white beauty advertisers, African American companies like Poro Hair Beauty Culture, Overton Hygienic Company and Madam C J Walker Manufacturing Company invested considerable efforts in constructing visual imagery which could confer honor, distinction and social equality on black women. Taking a perspective that brings together gender, racialization, class, beauty and modernity, the dissertation observes how being considered a "new black woman," as the phrase went at the time, was not attainable by all women. In order enjoy such a status, it was important to possess a visual image that emphasized discretion, modest behavior, a high standard of education, but, above all, light skin. Equating looks with behavior, this prototype demonstrated the desire of the intellectual community (editors, journalists, advertising companies, columnists, artists, etc) to create images that chimed with a notion of "respectable femininity." This, in turn, demonstrated a deep investment in a "mulatto culture," easily captured by innumerable photographs of nearly-white women which dominated the pages of dozens of African American newspapers, magazines and beauty catalogues. Thus, the cosmetics industry and the black press were two of the most influential entities in the creation of "civic beauty," derived from a colorist system which favored mixed-race women over black women. Brazilian historiography has yet to examine how such advertisements reveal the many ways in which the black upper and middle classes created their own interpretations and solutions for issues of eugenics, hygiene, miscegenation, urbanization and racial segregation. This, in the future, might lead us to a social history of black beauty
Doutorado
Historia Social
Doutor em História
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Chutrakul, Chayapa. "Translation Through Cosmetics." Scholarship @ Claremont, 2015. http://scholarship.claremont.edu/scripps_theses/593.
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This thesis is based on my Make-Up Photography Project inspired by the interview of Thai sex workers about their dreams. Each woman’s dream was interpreted and translated into make up design before painted on the models, five Scripps college students, who happened to share similar passion and personality. All models were photographed individually in a regular portraiture style with their make up. The images were then edited in Adobe Photoshop and Illustrator, which incorporated the interview Thai Sex worker’s translated interview and the model’s response to the collaboration together in five complete 32.75 by 22 inches photographs.
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Bertrand, Suzie, and Laure Larcher. "Communication of natural beauty products companies." Thesis, Halmstad University, School of Business and Engineering (SET), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-2659.
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Throughout this work, this study tries to understand “how organic cosmetics companies advertise through magazines?”
In the first place, the theories about green marketing will be studied and the focus will more specifically be on green marketing communication and the communication on general.
Then, we will analyze qualitatively and quantitatively the organic cosmetics’ communication in fashion and health magazines. We will try to compare the differences in communication between these two magazines’ types.
Afterwards, we link the analysis of advertising with the theory in order to underline if the organic cosmetic companies apply the theory in their communication strategy.
To conclude, we will try to answer the question: “how organic cosmetics companies advertise through magazines?”
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Ng, Yee-chung Anita. "A study of the marketing mix of leading cosmetics brands in Hong Kong and an analysis of their market positioning strategies /." [Hong Kong : University of Hong Kong], 1985. http://sunzi.lib.hku.hk/hkuto/record.jsp?B12318280.
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Mawhood, Rhonda. "Images of feminine beauty in advertisements for beauty products, English Canada, 1901-1941." Thesis, McGill University, 1991. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=60562.
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This thesis is a study of magazine advertisements for beauty products in Canada between 1901 and 1941. It looks at the use of cosmetics and the growth of advertising in the context of the development of North American consumer culture, highlighting the role of gender in that culture. The period studied is divided in two by the mid-1920s to reflect changes in advertisers' views of consumers--from rational decision-makers to irrational creatures driven by their emotions--and in ideals of feminine beauty, as the use of cosmetics became an essential part of the ideal perpetuated by advertising. The thesis attempts to show the link between business history and cultural history by demonstrating how marketing professionals co-opted cultural trends in order to create effective advertising, and how traditional relationships and values were modified by the purchase and use of mass-marketed goods.
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Nouis, Meagan. "Manufactured Authenticity: How Beauty Brands UseConsumers' Content to Communicate Branding Messages." Thesis, Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-86683.
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While beauty brands are often known to set industry trends, the consumers pave the way forbranding communications on social media. Companies have adapted their marketing strategies tobuild interactivity into their branding outreach. Therefore, this study answers the question, “Howdo beauty brands utilize consumer posts to convey branding messages?” To answer this, acontent analysis was performed using two sets of data: brand posts (n=314) from July 2019 andJanuary 2020, and consumer posts (n=100) which tagged the beauty brands. Using consumerculture theory, the study examines several themes, including branding messages, consumerengagement, and brand authenticity. Results reveal that beauty brands typically use consumerproducedcontent to convey experiential or user-centered branding messages, while companyproducedcontent most often includes informative and emotional messages. Further discussed isthe inclusion of Calls-to-Action (CTAs) which brands use to encourage user engagement. Thisstudy found a significant correlation between posts with CTAs and increased numbers in Likesand comments; however, these numbers are often misleading and represent manufacturedengagement. At the same time, users were found to engage more with the brands whenincentives or self-promotion opportunities were available.
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Chau, Kim-Hoa, and Neringa Kudevičiūtė. "Beauty Made in China : Country of Origin Effect on Consumers’ Attitudes towards Chinese Cosmetics." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-36447.
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Background: The emergence of global markets has created new hurdles for managers of international companies, yet provided with opportunities to take advantage of country of origin and transmit product information via “Made in” label. For many years China has been perceived negatively for a number of reason, though Chinese cosmetics is a new venture for the emerging economy. Purpose: The purpose of this study is to widen the current knowledge of country of origin in the cosmetics industry. The aim was to explore the underlying reasons in the attitude formation of female European millennials towards country of origin of China with regard to cosmetics industry. Method: Focus group discussions have been chosen as the most appropriate research method to fulfil the purpose of the study. Three focus groups consisted of female European millennials were conducted during which the visual aids were shown in order to contribute to answering research questions. A deductive content analysis was used to analyse the data obtained. Conclusion: The results of this study revealed that the attitudes held by female European millennials towards cosmetics made in China are more negatively due to a weak product-countryimage,withsomeexceptions. Thisisconsistentwithprevious studies that China’s country of origin is still perceived as unfavourable. However, new insights have been discovered that respondents do not perceive any country as having a superior expertise in cosmetics, except of France.
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Aske, Katherine. "'It is virtue and goodness only, that make the true beauty' : understanding female beauty in the eighteenth century." Thesis, Loughborough University, 2015. https://dspace.lboro.ac.uk/2134/17624.
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This thesis addresses how female beauty was understood in the eighteenth century and aims to build on and expand the existing scholarship from Robert Jones, Tita Chico, Tassie Gwilliam, G. J. Barker-Benfield and Naomi Baker, amongst others. Each of these scholars has discussed various areas of beauty, including taste, cosmetics, sensibility, gender and, for Baker, the opposite to beauty, ugliness. Building on these areas of study, this thesis will address the concept of beauty in both its physical and moral sense. That is, the connection of the beautiful body with the ideas or associations it has come to signify. For example, the beautiful female body usually informs readings of virtue, morality, goodness, but, in some cases, beauty can be read as wantonness, immorality and foolishness. In order to navigate these contradictory associations, the thesis has been split into category chapters and divided into two parts. The first part will examine beauty's physiognomic origins, its role in aesthetic philosophy, and its artistic expression. In the second part, with a more literary focus, the concept of beauty will be discussed in connection to its moral associations, the effects of cosmetics and health, and how concerns for reading the body are considered in the mid-century's moral novels. The evidence for the thesis will include various types of literature, including scientific and artistic treatises, fairytales, letters, advertisements, recipe books, cosmetic manuals, poetry and prose fiction. Although the scope of this thesis is wide reaching, the relationship between the body and mind, that is, the legibility of the inner qualities on the external signs of the body, remains very much at its centre. These numerous and varying examples have been chosen to demonstrate how influential this connection really was in the period, and how it informs the understanding of female beauty in the eighteenth-century.
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Orlansky, Emily. "Beauty is in the mouth of the beholder advice networks at Haverford College /." Diss., Connect to the thesis, 2009. http://hdl.handle.net/10066/3707.
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Ng, Yee-chung Anita, and 伍懿聰. "A study of the marketing mix of leading cosmetics brands in Hong Kong and an analysis of their market positioning strategies." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1985. http://hub.hku.hk/bib/B31263355.
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Spicer, Jacqueline Nicole. "'A fare bella' : the visual and material culture of cosmetics in Renaissance Italy (1450-1540)." Thesis, University of Edinburgh, 2015. http://hdl.handle.net/1842/14161.
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This thesis maps out the roles of cosmetic use in Renaissance Italy from the period c.1450-1540, using books containing cosmetic recipes as the primary source material. Their content, dissemination, and use is explored as a means of creating a new understanding of a practice central to daily life and integral to ongoing arguments about the body. Recent scholarship has seen a rise in interest in books of recipes and secrets in the Renaissance and Early Modern periods, but there has yet to be a full-length study exploring cosmetic recipes as a significant source of information, leaving a considerable gap in the understanding of how ‘high’ cultural discussions of beauty ideals related to popular culture and everyday practice. This thesis aims to fill that gap. Focusing on the formative period of 1450-1540, when both the written and artistic interests in cosmetics were developing, this thesis draws together a large body of previously unpublished primary source material from printed and manuscript recipe books relating to the making and use of cosmetics, and is the first in-depth analysis of the material and visual culture of Italian cosmetic practice during this period. A major component of this project was to establish what practices, materials and products constituted Renaissance cosmetic practice. The way in which recipes for beautification are identified within recipe books is carefully considered, and recipe ingredients and methods are examined, with comparisons made to the representation of cosmetics in non-recipe sources (written and visual). The goal was to describe cosmetics as they were defined in Renaissance terms, so recipe ingredients have been considered largely in context of Renaissance medicine rather than modern pharmacy, in contrast to most extant studies on the topic. A further major aim of this study was to create a detailed reconstruction of the social values attached to cosmetic use during the Renaissance period. This has been investigated both through an examination of how cosmetics are represented in written and visual sources, and also through a critical investigation of the people involved in the making and use of cosmetics and cosmetic recipe collections. Throughout, a range of material sources have been examined in consideration with each other—recipe books, behavioural advice, moral arguments, printed and painted image, inventories, and household objects such as mirrors and combs—demonstrating that cosmetics had a wide ranging and significant presence in daily Renaissance life. The first chapter examines the moral discourses directed at cosmetic use, establishing the place of these discourses within broader concerns about the control of women’s behaviour. Chapter 2 begins to place the ideals of beauty in a social context, examining how cosmetics are represented in recipe books, and discussing what activities and practices Renaissance ‘cosmetics’ consisted of, with particular attention given to their relationship with medicinal recipes. Chapters 3 and 4 investigate the people who made and used cosmetic recipes, broadly addressing themes of accessibility, and the connections between a beautified appearance and social status. The authors of recipe books, the books’ cost, audience literacy, markets for medicine, and cost and effectiveness of cosmetic recipes are all taken into account to illustrate a lively economy surrounding the use of makeup. Finally, Chapters 5 and 6 address cultural representations of cosmetic use in art and literature, re-examining key examples within the context of the material culture of cosmetics to demonstrate the significance of makeup use in formulations of Renaissance femininity.
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Suttner, Raymond Sharl. "An analysis of the influence exerted by the pharmacist and pharmacy assistant in the purchase decision of health and beauty aid products." Thesis, Rhodes University, 1986. http://hdl.handle.net/10962/d1004383.
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[Introduction] The 1980s have ushered in an era of extreme competitive pressure for the modern business organisation. In previous times many business organisations have succeeded simply because of the excellence of their products, with little concern or attention being paid to the wants and needs of potential customers. As the business environment has become more competitive, however, the point of focus has changed. There is ample evidence which suggests a correlation between success in business and firms which have adopted a marketing-orientated philosophy of business. The evolution of marketing as a discipline has been hastened in recent times by the need of the firm to survive in the face of increasing competition. This "increasing attention" is occurring because of the realisation that sheer product excellence alone will not necessarily mean that the firm will succeed in establishing a group of satisfied customers in the long term. It is the adoption of the so-called "marketing concept" which provides the opportunity for the firm to develop a competitive edge which will more likely eventuate in success.
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Evensson, Fanny, and Erika Jansson. ""This is my favorite beauty product… Do you like it too?” : A quantitative study on the user's interaction on beauty brands' Instagram account and how the presence of an influencer effect it." Thesis, Karlstads universitet, Institutionen för geografi, medier och kommunikation (from 2013), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-78067.
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Looking at earlier studies and previous research in influencer marketing and parasocial relations between influencers and their followers, many of them are studying influencers in other countries such as Singapore and not in Sweden. This is a research gap we want to fill, which is why this study is focusing on Swedish influencers. By investigating the effects of interaction between consumer and producer might give a better understanding of how marketing strategies can develop in the online environment by using the interactive features of the social media platform Instagram. For this study, the objects of analysis are three Swedish companies selling beauty products. One of the purposes of this study is to illustrate what effect an influencer has on a company’s interaction in terms of likes and comments on Instagram. Another one is to create new knowledge in this research field by studying a specific industry, such as the beauty market. In light of previous research that confirms that influencer marketing is reaching several markets and are quickly expanding, we want to examine how this new way of marketing takes place among Swedish brands. Based on the purposes of the study, two research questions have emerged: What effect does the participation of an influencer have on a company's Instagram account in terms of interaction? What features on Instagram can be seen as influential factors on the interaction in terms of likes and comments? The analytical framework is based on the theory of parasocial interaction, which has the purpose to give an understanding of how the relationship between influencers and followers are established in today’s social media environments. In addition, we have used relevant previous research in perceived interconnectedness, influencer marketing, and how the interaction online from the audiences have developed. The empirical material that was examined in the study was content in forms of posts on the social media platform Instagram. The objects of analysis are three Swedish beauty product companies, CAIA Cosmetics, Indy Beauty, and Kicks. Two well-established influencers have created the first two companies; Bianca Ingrosso is the creator of CAIA Cosmetics, and Therese Lindgren is the creator of Indy Beauty. The collected data, 300 posts in total, has been analyzed through a quantitative content analysis. The results from the study show that there is an extensive difference in interactions, in terms of likes and comments on average, when the companies are posting content including the influencer, in contrast to the opposite. Even if the number of posts with influencers is considerably low on two of the Instagram accounts compared to posts without influencers, they still manage to achieve more interaction in both likes and comments. For CAIA Cosmetics, the results show that interactions on average share approximately the same amount of numbers throughout the analysis. For Indy Beauty, this was not the case. The number of comments on average when not including Therese Lindgren was distinguishable higher compared to when including her. The reason behind this result might be a product-oriented campaign Indy Beauty launched at the beginning of December 2019. The empirical material of this study included data from this specific time and caused an effect on the results in this case. The campaign only included posts of products, and one of the requirements to win the Christmas gift was to comment on the posts, which led to a higher number of comments of posts without an influencer. To summarize the analysis, the involvement of an influencer in its marketing strategy gives a certain effect in interaction. However, it can also be efficient to apply the features of Instagram and launch product-oriented campaigns on your social media platforms to gain interaction in terms of likes and comments among your followers. Finally, it is difficult to generalize the conclusion since the outtake of this study only includes three Swedish companies and their content.I tidigare studier och forskning inom influencer marketing och parasociala relationer mellan influencers och deras följare, studeras influencers i andra länder såsom Singapore och inte i Sverige. Detta är ett forskningsområde vi vill bidra till genom att i denna studie studera svenska influencers. Genom att undersöka effekterna av interaktion mellan konsument och producent kan det ge en bättre förståelse för hur marknadsstrategier kan utvecklas i dagens sociala mediemiljöer och dessutom genom användandet av de interaktiva funktionerna på den sociala plattformen Instagram. Ett av syftena med denna studie är att illustrera vilken effekt en influencer har på interaktionen när det gäller likes och kommentarer på Instagram. En annan är att skapa ny kunskap inom detta forskningsområde genom att studera en specifik marknad, till exempel skönhetsmarknaden. Mot bakgrund av tidigare forskning som bekräftar att influencer marketing når flera marknader och snabbt expanderar, vill vi undersöka hur detta nya sätt att marknadsföra sker bland svenska märken. Baserat på syftet med studien har två forskningsfrågor framkommit: Vilken effekt har deltagandet av en influencer på företags Instagram-konto när det gäller interaktion? Vilka funktioner på Instagram kan ses som inflytelserika faktorer för interaktionen när det gäller likes och kommentarer? Det analytiska ramverket är baserat på teorin om parasocial interaktion, som har som syfte att ge en förståelse för hur förhållandet mellan influencer och följare är etablerat i dagens sociala mediemiljöer. Dessutom har vi använt relevant tidigare forskning i perceived interconnectedness, influencer marketing och hur interaktionen från publiken har utvecklats online. Det empiriska materialet som undersöktes i studien var innehåll i form av inlägg på den sociala medieplattformen Instagram. Analysobjekten är tre svenska skönhetsproduktföretag, CAIA Cosmetics, Indy Beauty och Kicks. Två väletablerade influencers har skapat de två första företagen; Bianca Ingrosso är skaparen av CAIA Cosmetics, och Therese Lindgren är skaparen av Indy Beauty. De insamlade uppgifterna, totalt 300 inlägg, har analyserats genom en kvantitativ innehållsanalys. Resultaten från studien visar att det finns en omfattande skillnad i interaktioner, i termer av likes och kommentarer i genomsnitt, när företagen publicerar innehåll inklusive influencers, i motsats till att inte inkludera influencers. Även om antalet inlägg med influencers är avsevärt lågt på två av Instagram-kontona jämfört med inlägg utan influencer lyckas de fortfarande uppnå mer interaktion i både likes och kommentarer. För CAIA Cosmetics visar resultaten att interaktioner i genomsnitt delar ungefär samma antal siffror under hela analysen. För Indy Beauty var detta inte fallet. Antalet kommentarer i genomsnitt när Therese Lindgren inte inkluderades var högre jämfört med när hon inkluderades. Anledningen bakom detta resultat kan vara en produkt-orienterad kampanj Indy Beauty lanserades i början av december 2019. Det empiriska materialet i denna studie inkluderade data från denna specifika tidpunkt och påverkade i detta fall resultaten. Kampanjen inkluderade bara inlägg av produkter, och ett av kraven för att vinna en julklapp var att kommentera inlägget, vilket ledde till ett högre antal kommentarer på inlägg utan influencern. Slutsatsen av studien visar genom att involvera influencers i sin marknadsföringsstrategi kan ge en viss effekt i följares interaktion. Det kan även vara effektivt att tillämpa funktionerna på Instagram och lansera produkt-orienterade kampanjer på dina sociala medieplattformar för att öka interaktionen när det gäller likes och kommentarer bland dina följare. Slutligen är det svårt att generalisera slutsatsen eftersom undersökningen från denna studie endast innehåller tre svenska företag och deras innehåll.
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Judilla, Judy Fondales. "Introduction to cosmetology: Color seasons and palettes." CSUSB ScholarWorks, 2000. https://scholarworks.lib.csusb.edu/etd-project/1757.
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Vosloo, Marlé. "A framework to position the somatology profession in South Africa." Thesis, Bloemfontein: Central University of Technology, Free State, 2009. http://hdl.handle.net/11462/263.
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Thesis (M. Tech.) -- Central University of Technology, Free State, [2009]Somatologists in South Africa no longer only practice beauty technology. They receive highly skilled training in the well being of the whole body, thus a more holistic approach is emphasized. Currently, stakeholders in the field of somatology are facing a number of challenges, which could impact greatly on the profession. The question of recurriculation, in order to align the training provided for somatologists with the new Higher Education Qualification Framework (HEQF) and the possible registration of the profession with a statutory body, are some of the challenges posed to the profession. In order to position the somatology profession favourably in South Africa, it was thus necessary to explore the current status of the profession through input from all stakeholders in the industry and to develop a possible framework. The objective of the study was firstly to obtain quantitative information from stakeholders in the field of somatology on matters related to their professional training, employment, recurriculation, referral trends to and from medical professionals and registration of the profession. Secondly, to obtain quantitative information from other medical professionals regarding referrals to somatologists and thirdly, to develop a possible framework that could facilitate the positioning of somatology more favourably as a profession in South Africa. Data were collected by means of two separate questionnaires, one sent to stakeholders in the somatology field and the other to medical professionals specializing in the fields of dermatology, plastic surgery and oncology. The results indicated that the stakeholders in the somatology field were satisfied with the current training provided by registered IX private providers and Universities of Technology. Job satisfaction was experienced by most, however, the hours and days worked could be improved. The need for short courses, as a means of staying in touch with the latest developments in the somatology industry, was identified. Currently, there exists a referral trend between somatologists and medical professionals, however, the frequency of referrals could be improved. The need for the somatology profession to register with a statutory body was identified by both somatologists and medical professionals. Two possible frameworks, with regards to the training provided for somatologists and the registration of the profession, were compiled based on the feedback obtained in the study, in order to position the profession somatology more favourably in South Africa.
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Vetter, Ara Nicole Allysa. "Empoderamiento de mujeres de tercera edad a través de su empleo en marcas de belleza." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653098.
Full textAbstract:
El presente trabajo surge ante la necesidad de analizar, como gran oportunidad de mercado, el empleo de mujeres de tercera edad como estrategia publicitaria en marcas de belleza para empoderarlas. Caso de estudio: “I am what I make up” con Maye Musk de Covergirl en el 2018. El objetivo de esta investigación es analizar de qué manera el empleo de mujeres de tercera edad como estrategia publicitaria por las marcas de belleza puede empoderadas. Asimismo, busca identificar y explicar la importancia del empoderamiento en mujeres de tercera edad en la sociedad actual y conocer al público compuesto por mujeres de tercera edad entre 70 y 80 años. La metodología a utilizar en la presente investigación será de enfoque cualitativo a través de la técnica de entrevistas que se realizarán a adultos mayores femeninos entre 70 y 80 años y a especialistas en el ámbito publicitario y de belleza.This work arises from the need to analyze, as a great market opportunity, the employment of elderly women as an advertising strategy in beauty brands to empower them. Case study: “I am what I make up” with Covergirl's Maye Musk in 2018. The objective of this research is to analyze how elderly women can be used as an advertising strategy by beauty brands to be empowered. It also seeks to identify and explain the importance of empowerment in older women in today's society and know the public made up of elderly women between 70 and 80 years old. The methodology to be used in this research will be a qualitative approach through the interview technique that will be carried out on female seniors between the ages of 70 and 80 and specialists in the field of advertising and beauty.
Trabajo de investigación
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Doupal, Ondřej. "Zařízení pro sport a relaxaci." Master's thesis, Vysoké učení technické v Brně. Fakulta stavební, 2013. http://www.nusl.cz/ntk/nusl-225761.
Full textAbstract:
The project design processes multifunctional center for leisure and sports. The center is situated in Šternberk and its capacity is about 150 people. There is inter alia the wellness center, with saunas and whirlpool, a fitness, gym and a beauty salon. Architecturally, the object is conceived as paralell blending of three units of a different colors and sizes. As well as all construction compositions are more developed basis for air conditioning systems. Documentation is processed at the level of documentation for building permit.
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Velebová, Leona. "Hřešení." Master's thesis, Vysoké učení technické v Brně. Fakulta výtvarných umění, 2020. http://www.nusl.cz/ntk/nusl-432772.
Full textAbstract:
MyVice speaks about the guilt I feel regarding the amount of beauty products I own. About these Things I collect and I just cannot control how many I buy... About my addiction to the rituals connected to these Things. About the obsession with beauty products within our homes. About the daily beauty rituals of a woman which are meant to produce the final result of appearance that she really was Born Like This... About the advertising connected with beauty industry. About beauty product testing on the internet. About being superficial and the senselessness of it. The final result is made of a video projection connected to art installation and book publication.
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Costa, Catarina Rodrigues. "Estratégias para aumento de penetração de marca de distribuição : uma perspetiva das marcas Continente." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/11249.
Full textAbstract:
Mestrado em MarketingAs marcas de distribuição i.e. marcas desenvolvidas pelos próprios retalhistas ou grossistas, têm tido um crescimento bastante acentuado na Europa, nomeadamente nos países onde a recessão económica afeta e altera dos hábitos e comportamentos do consumidor. Em Portugal, os distribuidores apostam cada vez mais na estratégia de marca de distribuição e o consumidor consome cada vez mais este tipo de produtos. Atualmente, as marcas de distribuidor estão presentes em praticamente todas as categorias. As estratégias das marcas de distribuidor devem ponderar as caraterísticas intrínsecas da categoria em que se inserem, assim como o comportamento do consumidor relativamente a esses produtos. Neste sentido, devido à existência de certos riscos associados, existem categorias com maiores dificuldades de penetração com produtos de marca de distribuição. O presente estudo pretende analisar categorias com maiores problemáticas de adesão à marca de distribuição ? nomeadamente Bebidas Alcoólicas e Higiene e Beleza - e compreender que postura estratégica é tomada pela empresa, de forma a contornar as dificuldades de penetração e diminuir os riscos associados ao seu consumo. O estudo qualitativo proporciona conhecer a perspetiva de um distribuidor português, apresentando-se como sendo original, por aprofundar as estratégias aplicadas num contexto real e atual, apresentando um conceito de gestão de marca até hoje pouco explorado: as Venture Brands.
Private Labels, in other words Distributor's Own Brands, have been experiencing an intense period of growth across Europe, mainly in regions where the economic crisis has an effect that changes the preferences and behaviors of the consumers. In Portugal, retailers are increasingly supporting their Private Labels and consumers are responding to it changing their buying behavior and accepting this kind of products Nowadays, Private Labels are present in basically every single category. Their strategies should take in consideration the very specific attributes of the category where they play, as also to the behavior of the shoppers to that kind of products. In that way, due to the existence of different key attributes between categories, Private labels have different levels of performance and penetration within different categories. This project aims to analyze categories with low levels of success of the Private Labels that are inserted in them - Alcoholic Drinks and Beauty & Hygiene ? and aims to understand the strategic guidelines followed by the retailer, in order to overcome low penetration levels and the intrinsic risks perceived on their consumption. The qualitative research presented aims to expose the perspective of a key Portuguese retailer in this subject, being unique by exploring in a deeper sense the strategies followed by Private Labels present in the categories above mentioned to overcome ideas preconceived by consumers and their difficulty in reaching the high levels of penetration desired and presents a brand new way for retailers to manage their own brands: Venture Brands.
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Figueiredo, Sara Lopes de Campos. "Content marketing and beauty and cosmetic brands' strategy." Master's thesis, 2018. http://hdl.handle.net/10071/18639.
Full textAbstract:
The aim of this research is to understand if a healthy partnership between beauty brands and Digital Influencers is, in fact, a good marketing strategy and if it has a positive impact on beauty brands.
An attempt will be made to understand the work of a Digital Influencer and how strong her/his actions are when it comes to influencing customers to become aware and buy beauty and cosmetic products.
The existing literature confirms that social media is having a growing import role for brands when communicating with customers, in understanding their preferences and in better adapting their product strategy accordingly. It is also clear that social media contributes to increased brand loyalty, while influencing the brand’s perceived value in the long term.
The literature review also covers the topic of consumer behavior and how relevant content marketing is on brand awareness and purchase decisions.
A set of interviews were also conducted aiming at beauty and cosmetics professionals – L’Oréal, Mary Kay - and these have demonstrated that content marketing is indeed part of present strategies and that customers are influenced by what Digital Influencers say or do.
Instagram is the social network that is most used to share content, whether it comes from the beauty brand itself or from the Digital Influencer.
At the same time, it is important that brands choose to partner with Digital Influencers, who relate with the core values of the brand and that are true when communicating them to the customers.O objetivo deste trabalho de pesquisa é compreender se, nos dias que correm, uma boa estratégia de marketing passa pela parceria entre as Marcas de Cosmética e as Digital Influencers. Irá ser estudado o que é ser uma Digital Influencer, o trabalho que requer e o quão e influenciadoras são as suas opiniões no que diz respeito às motivações de compra dos consumidores de produtos de beleza e cosmética. A literatura existente confirma que as redes sociais têm vindo a ter um papel crescente no poder e no reconhecimento que as marcas de cosmética têm e na sua importância como elo de comunicação com os consumidores. Desde dar a conhecer novos produtos, até a entender as suas preferências, de forma a praticarem uma estratégia de marketing mais focada, personalizada e adequada ao target. É também evidente que as redes sociais e as comunidades criadas à volta de uma marca ou tema de interesse contribuem para aumentar a fidelidade à marca, ao mesmo tempo que favorecem o valor da mesma numa estratégia a longo prazo. A revisão de literatura também aborda o conceito de comportamento dos consumidores e o quão relevante é o marketing de conteúdos na influência das suas decisões de compra. Foram realizadas entrevistas a profissionais de duas marcas de cosmética - Mary Kay e L’Oréal – que confirmam que o marketing de conteúdos é, sem dúvida, uma estratégia atual e que os seus clientes são influenciados pelas Digital Influencers. Sendo o Instagram a rede social mais utilizada para partilhar conteúdos e mais visível por parte consumidores, é importante que as marcas e as influencers trabalhem em conjunto na apresentação de uma imagem que represente a identidade e os valores de ambas as partes.
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Oliveira, Rita Marlene Castro. "Social media engagement in the beauty sector in Portugal comparing beauty opinion leaders with beauty brands?" Master's thesis, 2016. http://hdl.handle.net/10362/19364.
Full textAbstract:
The purpose of this thesis is to compare the way people (beauty products consumers/lovers) engage with beauty brands and beauty OLs on social media.
In order to make this comparison a number of cosmetic brands offering skin care products and/or color cosmetics in the mass segment in Portugal and owning a Portuguese Facebook page were selected in order to measure and study the level of engagement on the mentioned pages. The same methodology was used to measure the level of engagement achieved by Portuguese beauty OLs. For the purpose of this analysis the definition of social media engagement taken into consideration was the one used by Facebook.
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Ku, Chien-Hung, and 顧倩虹. "Operational Strategy of Cosmetics for G brand in Taiwan’s Beauty Salons." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/83167360908796113505.
Full textAbstract:
碩士淡江大學
國際商學碩士在職專班
97
Japan culture and magazines are prevailing in Taiwan recent. Women in Taiwan start to apply cosmetics and to take care of her face health. When a new brand cosmetics is released in Taiwan, how to choice efficient marketing channels to promote this new brand cosmetics is the most thing that wholesalers most focus on. This research is a case study of G brand, and we will research how to use the beauty salon as the marketing channel and interview the professional manager about macro environment、business strategy and future outlook. After collecting and analyzing the interviewed data, we will plan a business strategy that how a new cosmetic brand market in beauty salon. This thesis is divided into five chapters. Chapter one is the Preface. Chapter two is the Literature Review. Chapter three is the research design. Chapter four is the Case study. Chapter five contains Conclusions and Suggestions. By integrating the above Chapters, we will plan how the G brand market in the beauty salon.
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Wu, Lee-Ching, and 吳孋靜. "The Influences of Cosmetic and Beauty Brands’ Distribution Channel on Its Online Strategy." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/82438115623848454392.
Full textAbstract:
碩士國立臺灣大學
商學研究所
100
Bernard Arnault , Chief Executive Officer of LVMH , once said ,“Control the channel , control the image ”. With the introduction of World Wide Web and the dot com boom, the rise of internet over the past twenty years has not only affect consumers’ lifestyle but also shape up a new e-commerce channel on the web.Digital media should be treated as a new channel in promoting products and/or services. Before the adaption of digital media, cosmetic brands in Taiwan rely mostly on physical store channels and devise strategies focusing on brand image and brand positioning accordingly.As e-commerce and digital service matures today, most cosmetic brands have learned to adapt to use digital media as their new model in channeling. A topic of interest arises as to how the traditional channel would affect brands’ decision in planning, regulating and differentiating its online selling channels. Through investigating common cosmetic brands in Taiwan and interviewing over ten international and regional brands in Taiwan for their online promotion and operation schemes, this research is to devise an optimal online marketing strategy in brand positioning and channeling for local cosmetic products. The results of analysis are as follows: Regardless international or domestic cosmetic brands, online channel should be yield non-conflict and coexisting models to the traditional channels in Taiwan. For brands that utilizes department stores shelf, they should maintain their own online shopping sites. Whereas brands that utilizes open-racket may cooperate with wholesaler to host independent online platform.
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Lopes, Maria Carolina Ferreira Marques. "The consumption of beauty products on famale young adults in Portugal. Recommenrations for the brand Lancôme to improve its store trafic." Master's thesis, 2016. http://hdl.handle.net/10362/17403.
Full textAbstract:
This project aims to explore the Portuguese Beauty and Cosmetics market, and to
discuss the usage and purchase behaviour of young female adults, between 18 and 26
years old. After a market analysis based on secondary data, it evaluates the results of
qualitative and quantitative research based on 9 interviews and 126 online
questionnaires to explore the consumers’ reasoning when choosing products from this
category – fragrances, skin care or make-up – as well as their attitude towards brands,
with a special focus on the premium cosmetics brand Lancôme. Contrary to our
expectations there was no statistically significant positive influence of the online
touchpoints within this age segment’s purchase intention. However, results indicate that
Lancôme is already being perceived by some as young and modern, but is still suffering
the threat of Mass Market brands that are valued by this target, mainly due to a price
sensitivity towards premium beauty brands.
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Beck, Helena Dundas de Sousa e. Holstein. "How do consumers react differently to a brand owned by a New Digital Influencer compared to a traditional brand, in the high-end beauty segment?" Master's thesis, 2019. http://hdl.handle.net/10400.14/29239.
Full textAbstract:
The present thesis aims at studying and comparing reactions consumers have towards two types of brands: a traditional brand, one that has been in the high-end beauty segment for generations, and a brand owned by a New Digital Influencer -NDI - in the same segment.
A New Digital Influencer is someone who gathers a large online following, who has their audience’s trust by posting reliable content. The goal was to understand consumers’ reactions in Purchase Intention, Brand Attitude, Word-of-Mouth, and Engagement. Furthermore, high-end stands for “very good quality” and “expensive”, being this the criterion applied to select the studied brands.
Following the Literature Review, a quantitative research was performed. An online questionnaire targeted at women who are on social media and who don’t reject recommendations from influencers was considered the ideal approach. An experimental in-between groups design was conducted with respondents being randomly allocated either to the traditional brand, or to the brand owned by an NDI.
Research Questions were answered by performing a Kruskal-Wallis test, where both groups were considered statistically different in three of the four dimensions analysed. Furthermore, the traditional brand has higher scores for Purchase Intention and Word-of-Mouth; for Engagement the public engages more with a brand owned by an NDI; and for Brand Attitude the reaction by consumers is equal for both brand types. All these discoveries are justified with previous literature.
The gap in academic literature has been significantly reduced. Also, it is confirmed: influencers are a possible competitor in the retail industry.A presente tese pretende estudar e comparar a reação de consumidores a dois tipos de marcas: uma marca tradicional, marca presente no mercado de beleza de luxo há gerações, e uma marca lançada por um Novo Influenciador Digital – NDI- no mesmo segmento. Novo Influenciador Digital é alguém que ganha uma rede de seguidores considerável online, que detém a confiança dos mesmos através da postagem de conteúdo confiável. O objetivo traçado foi o de compreender a reação de consumidores em termos de Intenção de Compra, Atitude com a Marca, Boca-a-Boca e Interação. Ainda, o conceito de luxo é “alta qualidade” e “caro” pelo que foi este o critério utilizado na seleção das marcas estudadas. Posteriormente à Revisão de Literatura, foi efetuada uma análise quantitativa. Um questionário online tendo como alvo mulheres ativas nas redes sociais, que não rejeitam influenciadores foi considerada a abordagem ideal. Foi feita uma experiência entre grupos na qual os respondentes foram aleatoriamente alocados à marca tradicional, ou à marca lançada por um NDI. As Perguntas de Pesquisa foram respondidas através do teste de Kruskal-Wallis, e os dois grupos foram considerados estatisticamente diferentes em três dimensões. A marca tradicional obteve resultados mais elevados em Intenção de Compra e Boca-a-Boca; Interação com uma marca lançada por um NDI é superior; Atitude com a Marca é igual em ambos os grupos. Os resultados foram justificados de acordo com a literatura. A lacuna na literatura académica foi significativamente reduzida, e é possível afirmar: influenciadores são possível concorrência no mundo do retalho.
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Lo, Chao-Hsiang, and 羅兆翔. "Beauty Pays: Investigating Antecedents of Brand Value Cocreation in Cosmetic Virtual Communities." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/p3jq66.
Full textAbstract:
碩士國立東華大學
企業管理學系
107
On the basis of the stimulus-organism-response theory, this study investigates antecedents of brand value co-creation in cosmetic virtual communities. The results show that media influence, group influence, and individual influence positively stimulate individual’s organisms (attachment). Furthermore, attachment affects users’ trust which subsequently influences brand value co-creation in cosmetic virtual communities. In addition, this study proposes two rival models to compare with the proposed model. The results indicate that rival model 1 is the best model so that it can be treated as the structural model in the future. This study provides managerial implications for the future development of cosmetic virtual communities.
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Tiao, Hsiao-Chien, and 刁小倩. "THE STUDY OF MARKETING STRATEGY FOR BRANDS'' COSMETICS." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/08178044445280831585.
Full textAbstract:
碩士國立臺北大學
企業管理學系
92
Since 1990, the cosmetics of Taiwan enter the pluralistic products district through the market, the cosmetics no longer only a kind of the luxury goods, strengthen under the specialized cosmetics brand image in Japan, U.S.A., French which are three major cosmetics group, except distinguish the color make-up and skin care products, furthermore make every brand erect the image of their own brand in accordance with the speciality. This research regards color make-up and skin care products brand market as research object, in order to use several more than variable analytical method, to probe consumers'' behavior into this market. The relevant information that the market reflects gathers together to exactly appear from the materials, plan to make positioning, product performance that district on the segmentation, define the main goal of consuming groups, brand for the color make-up and manufacturer of brand market of skin care products further, and discuss the relevant strategy about product, price, place and promotion thereafter.
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Pinheiro, Carolina Reis Estrela. "Beauty brands e a relação com o consumidor." Master's thesis, 2017. http://hdl.handle.net/10400.14/25848.
Full textAbstract:
Esta dissertação procura compreender a relação entre o consumidor e as marcas de beleza,
tendo em conta a influência que estas possam ter na vida destes.
A reflexão assentará não só numa perspetiva social e cultural, como também tecnológica,
passando por todos os meios influenciadores da forma como a beleza é encarada e abordada
na sociedade, estudando inclusivamente diferentes épocas da história para compreender a
evolução dessa relação.
Tendo por base considerações de marketing - cujo objetivo passa por explicar a evolução da
estratégia em que os marketers diariamente trabalham de forma a criar engagement com os
consumidores - a presente dissertação assenta o seu foco na compreensão da evolução da
comunicação destas beauty brands e procura reter a consequência efetiva que poderão ter na
vida das pessoas. Desta forma, pretende-se apurar qual a relação que estas marcas
estabelecem com o consumidor e que influência poderão ter na sociedade, apostando numa
investigação bilateral, uma vez que se debruça sobre um eixo do marketing e um eixo da
sociedade e, consequentemente, dos consumidores que a compõem.This dissertation seeks to understand the relationship between the consumer and the beauty brands, taking into account the influence they may have on their lives. The reflection will be based not only on a social and cultural perspective, as well as a technological perspective, going through all the influential means of how beauty is viewed and addressed in society, even studying different times in history to understand the evolution of this relation. Based on marketing considerations - the objective of which is to explain the evolution of the strategy in which marketers work daily in order to create engagement with consumers - this dissertation is based on the understanding of the evolution of the communication of these beauty brands and seeks to retain the actual consequence they may have on people's lives. Therefore, it is sought to determine the relationship that these brands establish with the consumer and what influence they may have in society, through a bilateral investigation, since it focuses both on marketing and society and, consequently, on its consumers.
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SU, FANG-YI, and 蘇芳儀. "Consumer Culture of Taiwan’s “Petty Bourgeoisie” towards Local Cosmetics Brands." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/cm6d3a.
Full textAbstract:
碩士國立暨南國際大學
公共行政與政策學系
106
The year 2016 was established as the first year of Taiwan’s Cosmetics Brands. Now, as the gender and age are no longer the boundaries of cosmetic consumption, Taiwan’s “petty bourgeoisie” becomes the target of cosmetic industry in Taiwan. Taiwan’s “petty bourgeoisie” is the popular word used to refer to young workers, who are under 35 years old, get low paid, and have no savings. What’s the position of Taiwan’s cosmetics brands in Taiwan’s petty bourgeoisie mind and what influences the purchasing of cosmetics brands are the core of this study. After in-depth interviews, the first finding is that the performance of products is most important for cosmetic consumption instead of competiting for status and power. Second, there are three types of Taiwan’s petty bourgeoisie in cosmetics consumption, cost-performance value type, new brands adopters type, and conservative type, and all of them prefer physical channel to online shopping. Finally, although Taiwan’s cosmetics brands are not worse than foreign brands, they also need to learn brands management and marketing from foreign brands.
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維多莉. "Social Media Marketing of Cosmetics Brands in a Global Perspective." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/246bf8.
Full textAbstract:
碩士輔仁大學
國際創業與經營管理學程碩士在職專班
106
This dissertation will discuss how beauty brands can use social media to increase customer relationships, brand awareness, buying intent, and customer feedback. This dissertation will also discuss what beauty consumers in the United States, Europe, and Asia want from beauty brands and what type of content they expect to see on brand’s social media platforms. Furthermore, this dissertation will identify how brands Colourpop, Anastasia Beverly Hills, Shiseido, Etude House, KIKO MILANO, and NARS Cosmetics use social media to interact with their consumer base.
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Hsing-yuan, Yen, and 顏幸苑. "The Intention of Beauty Majoring Students towards Promotion of Green Cosmetics." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/86081589557878903633.
Full textAbstract:
碩士國立雲林科技大學
應用外語系
102
With increasing social and political pressures, many firms have embraced green marketing strategies in their businesses. However, some surveys showed that consumers still put their preferences and basic needs as the first priority when purchasing products even when they demonstrated a high degree of environmental attitude. Therefore, companies must first characterize consumers’ green purchasing decisions and then make green marketing strategies. Hence, by taking university and senior high school students majoring in beauty technology as the research participants, the objectives of this study are two folds. First, their understanding of green cosmetics will be clarified. Second, their willing to purchase green cosmetics among knowledge of green cosmetics, knowledge of environmental protection, effectiveness of green cosmetics, price of green cosmetics, purchasing attitude, subjective norm, and willingness to promote green cosmetics will be delineated by the approach of TRA (theory of reasoned action). The results showed that with 408 participants, 39.7% had heard green cosmetics in contrast to 60.3% of never heard. Only 12% had ever bought green cosmetic. On the other hand, 73% knew that most cosmetics contained preservatives while 47.8% knew that animal experimentation before marketing was conducted in some cosmetics developments. Moreover, a hypothesis model was developed to examine students’ purchasing attitude and willingness to promote green cosmetics by SEM (structural equation model). The findings revealed that the students would promote green cosmetics when they work in the future. The students’ willingness to promote green cosmetics was both influenced by purchasing attitudes (β = 0.307) and subjective norm (β = 0.367). In addition, the results indicated that the three constructs, knowledge of green cosmetics (β = 0.281), knowledge of environmental protection (β = 0.630), and price of green cosmetics (β = 0.370), significantly influenced attitudes towards green cosmetics purchasing. Especially the knowledge of environmental protection had the largest predicative power. In contrast, the effectiveness of green cosmetics was not a significant effect on purchasing attitude of green cosmetics. The research showed that the students majoring in beauty technology were not fully aware of green cosmetics and not many of them used the associated products. Hence even though their willingness to promote green cosmetics in the future in terms of knowledge of green cosmetics, knowledge of environmental protection, price of green cosmetics, purchasing attitude, and subjective norm were ascertained, lack of awareness should be addressed in the future so that green cosmetics could be prosperous to benefit both people and the environment.
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Cebisa, Zwelakhe Erick. ""The role of brands in the advertising of beauty products."." Thesis, 2007. http://hdl.handle.net/10413/1477.
Full textAbstract:
This research investigates the role of brands in the advertising of beauty products. This study was conducted at tertiary institutions in the Durban Metropolitan Area. Since, students are believed to constitute a large market for consumer goods, especially beauty products, the study also seeks to determine consumption patterns and preferences of brands of beauty products by students at tertiary institutions. Using a survey-based study, the results of the survey highlights the importance of the branding of beauty products in promoting sales, loyalty and preference for various brands. The findings suggest that marketers' should continue to provide information to consumers about their beauty products, so that their benefits and functions are constantly emphasized, without exaggerating the claims of the brands. It has also emerged that detailed instructions on the use of beauty products and the frequency of their use be clearly indicated on their labels. This study has also revealed that brands of beauty products entrench the image of the company through its truthful advertising.Thesis (M.Com.)-University of KwaZulu-Natal, 2007.
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Chen, Stacy, and 陳貞融. "Business Model of Luxury Cosmetics Brands in Taiwan- The Example of DIOR." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/97369333462048510519.
Full textAbstract:
碩士國立臺灣大學
企業管理碩士專班
100
This study is dedicated to research and analyze the business of Dior Cosmetics in Taiwan. The desire of being prettier and more attractive runs in the genes of human. It is not only limited to women, but a growing crowd of men is also emerging in this market. It is not only the trend in the western part of the world, but it is a global phenomenon. Therefore, the investigation on the luxury cosmetics industry and key players in Taiwan is conducted to further understand the market. This analysis will be conducted by examining the competitive luxury cosmetics industry in Taiwan through the application of the Porter’s Five Forces to evaluate the relationship and tension among each force. Then will breakdown the business model of the luxury cosmetics brand into each of the nine key components, focusing on Dior Cosmetics Taiwan. The external forces that may affect the business model environment such as change in technology or the global economic condition will also be discussed in the study to keep in mind the distortions of the future trend. Key players in the luxury cosmetics industry in Taiwan will be identified, and comparisons with Dior Cosmetics Taiwan will be done to further investigate Dior’s key competitors. The competition in the luxury cosmetics industry, threats of the key competitors, and the promotion driven consumer are the issues that Dior Cosmetics Taiwan is currently facing. How should Dior tackle the difficult task of maintain or revive the brand status, retain loyal customer, and balance between global consistency and localization are the key assignment for Dior in the future.
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HONG, JIA-AN, and 洪佳安. "Applying Correspondence Analysis for Studying Market Positioning of Open-Shelf Cosmetics Brands." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/74617469355208423437.
Full textAbstract:
碩士嶺東科技大學
行銷與流通管理系碩士班
104
The annual sales growth rate of cosmetics is gradually increasing, and cosmetics become one of must-have supplies for daily life of female consumers. This study applies the correspondence analysis to explore and to understand the market positions of nine familiar open-shelf cosmetics brand: Love Mirror, 1028, MISSHA, Etude House, Maybelline, Revlon, KATE, ZA, FASIO. The results can be used as references of marketing strategies for decision makers of these brands. From the perceptual map of the correspondence analysis, MISSHA and Etude House are relatively competitive brands of each other and, compared to the other brands, both brands posses more luster effect and product diversity. ZA, FASIO and 1028 are brands competitive to one another, and these brands have more luster, oil-control, and facial grooming effects. Revlon, KATE and MAJOLICA MAJORCA are the same cluster of competitive brands, and these brands have water-proof, oil-control, and facial grooming effects. Maybelline is a relatively sole brand without competitive brands.
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Jung, Wu Yu, and 吳毓容. "A Study of the Beauty Industry - Cosmetics Consumers’ Demands and Business Opportunities." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/u973j3.
Full textAbstract:
碩士國立高雄應用科技大學
國際企業研究所
103
Beautiful and confident appearance, is pursued by everyone. Beauty is human nature, in order to make beautiful or slow down the aging of skin. Cosmetics have become indispensable necessities of daily life. But also because in recent years, people pay attention to the appearance, age cosmetic use of increasingly younger, junior girls from the beginning to the grandmother of women will use, so age is expected to increase seniors at reduced and the life of the whole phenomenon the wider consumer base, but also makes people's increasing demand for cosmetic, annual sales of cosmetics continue to grow. Extensive domestic cosmetics sales channel, brand and product selection diversification, may cause consumers to access a single brand or buy with lower loyalty, thus the churn rate increased. Even though the economy downturn, various distributors to create customer, still at the cost of advertising using the media fueled, or promotions, and other practices in order to establish reputation. Even more fight for customer loyalty, have launched a membership or other preferential programs. Therefore, this article will focus on the female consumers’ factors to purchase products continue to do what path to explore. In this study, E-K-B consumer behavior model as a conceptual framework for the demographic variables as input variables, analysis of consumer buying motives, product information sources, purchase channel and product attributes consumers buy cosmetics decisions. Hope to make industry aware of research consumer demand, to provide better services and to develop product marketing decision-making. The results found that: all types of consumers are significant differences in the purchase motivation, information sources, product attributes evaluation criteria, demographic variables. Female consumers have different beliefs show different behavior pursuit of beauty, cosmetics and influence their buying preferences using brand cosmetics. Therefore, this study will be used to buy cosmetics for female consumers or the appearance of the course of action to pursue, and then analyze and make concrete recommendations as guidelines in the future market strategy.
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HUANG, WEN-CHI, and 黃玟綺. "Research of Augmented Reality Beauty App on Color Cosmetics Online Purchase Intention." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/6dcm44.
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碩士中國文化大學
企業實務管理數位碩士在職專班
107
The purpose of this study is to explore the willingness of online shopping in make-up products. Further, to explore the degree of fashion involvement and the electronic service convenience interfere with the relationship between variables. The questionnaire of this study was distributed by a randomized questionnaire in the downtown area of Taipei, and 214 valid samples were collected. The results of this study shown that the user's fashion involvement and the digital service convenience of the beauty app both have a positive impact. In other words, users with high degree of fashion involvement have a higher chance of online purchase. Using the beauty app improves the electronic service convenience and then increases the willingness of online purchase. The result of this study can provide theoretical implications and practical suggestions for enterprises. Finally, this study provides some recommendations for future research..
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Hsu, Ting-Wei, and 許庭瑋. "A Study of the Relationship Between the Innovation of Cosmetics Packaging Design and Brand Equity – An Example of Korean Cosmetics Brands." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/zxr5eh.
Full textAbstract:
碩士國立臺灣師範大學
設計學系
105
Nowadays cosmetic products are a necessity for the female population. Not only does it enhance female beauty also boots confidence. According to a 2014 survey, the cosmetics market demand surpassed NTD220 billion in Taiwan (Customs Administration, Minstry of Finance, 2015). In face of such a competitive market, what should brands do in order to stand out and get chosen by customers? Can the innovation of packaging designs bring about a significant change in brand equity? In order to understand the relationship between the innovation of cosmetics packaging design and brand equity, as well as construct the innovation elements of cosmetics packaging design required, this study shall proceed in 3 stages: (1) Use the packaging design of lipsticks and eyeshadows of 4 Korean cosmetic brands as example, including “Nature Republic”, “The Face Shop”, “Etude House” and “Too Cool For School”, and analyze the packaging design elements through collective data; including main theme colours, image representation, layout and the quality of the packaging printing. (2) Conduct in-depth interviews with 3 professionals of packaging design and branding background and 2 cosmetic salesperson. Through the evaluation of interview content and document reference; construct the potential innovation elements of packaging design. (3) Develop a questionnaire based on the results of stage (2) and conduct a web survey on Taiwanese female consumers under the age of 40. A total of 238 valid questionnaires were collected. The following is a summary of the analysis of this study: 1. “Nature Republic”’s overall packaging design is simple and devoid of complexity. The packaging material and color of choice reflect their brand image of nature and purity. “The Face Shop” is a brand that advocates the importance of naturalism, yet one cannot relate to this based on their packaging designs. Their packaging also lacks a consistency in terms of style. “Etude House” adopts a more girly and princess-esque image, as if its company philosophy is to “make every girl’s dream come true.” “Too Cool for School” is a brand that shows a unique style in every one of their products. This goes accordingly with its “I have a unique taste and want to express it” brand positioning. 2. 3 Potential innovation elements of cosmetic packaging design are: “Increasing packaging recognition of design innovation” (creating differentiation in packaging visual surface), “To connect consumers with a brand’s DNA through the channeling of emotions”, and “Creating Individual Value”. 3 Potential innovation factors of cosmetic packaging design are: “Attracting the consumer’s attention and provoking emotional attachment”, “Creating individual value identification” and “Uniqueness”. The 2 factors of brand equity that are affected by the above are “perceived quality and Leadership” and “brand association and popularity”. 3. Potential innovation factors of packaging design have highly positive correlation with brand equity (r > 0.7), and have significant influences on the brand equity. Among them, “Creating individual value identification” has the greatest influence on “Perceived quality and Leadership”; “Attracting the consumer’s attention and provoking emotional attachment” has the greatest influence on “brand association and popularity”, while “uniqueness” is the second. The survey reveals “Too Cool For School” (M=3.54) has the highest level of potential innovation for packaging design, “Etude House” (M=3.25) comes second, “The Face Shop” (M=2.69) has the lowest potential innovation. In terms of brand equity identification level, “Too Cool for School” (M3.43) also ranks as the highest, “Etude House” (M=3.2) comes second while “Nature Republic” (M=2.61) is the lowest. Samples from all ages show that consumers consider “Too Cool For School” to have the highest potential innovation with ‘Etude House” lying in second place. For those under the age of 20, both “Too Cool for School” and “Etude House” hold the highest brand equity identification; while for those of ages 21-40, “Too Cool For School” holds the highest brand equity identification with “Etude House” after it. 4. Based on the analysis of this study, suggestions for optimum results are as follows: A. Further emphasis on color usage, style and images choice or using alternative packaging materials combined with specific manufacturing processes. This will allow for easier differentiation from competing products. However, it is important to not sway from the brand’s DNA as the goal is to let consumers feel attracted to brand personality. B. Establish a proper brand marketing strategy, with packaging designs aimed at specific consumer groups. The packaging design should reflect the consumer’s self-value identification and let consumers feel as they as if they are part of the brand which they appreciate for the quality premium branding.
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Ibeh, Oluebube Sallty. "Physico-chemical and mineralogical characterisation of earthy materials indigenously used as cosmetics." Diss., 2017. http://hdl.handle.net/11602/922.
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MENVSCDepartment of Hydrology and Water Resources
Africa is endowed with various earthy materials, of which each community is uniquely identified. Inspite of the vast knowledge of western cosmetics, application of traditionally used cosmetics have been in existence and will be into practice from generation to generation, this is as a result of their various indigenous knowledge about traditional cosmetics. They are mostly applied during traditional rites and festive periods. Occasionally, earthy materials play a vital role in traditionally used cosmetics. Different reasons have been associated with the use of these earthy materials, they are: for skin cleansing, protection against ultra violet radiation, skin lightening, perfecting the distorted part of the skin and improving beauty. This study is focused on the physico-chemical, chemical and mineralogical characterisation of earthy materials indigenously used as cosmetics. This is achieved firstly by identifying the various earthy materials applied topically as well as their constituents. Samples for this study were obtained from six (6) different African countries namely: Botswana, Cameroon, Democratic Republic of the Congo, Nigeria, South Africa and Swaziland and were subjected to the following analyses: Scanning Electron Microscope and Electron Dispersive X-ray Spectroscopy for the morphology and elemental analysis, hydrometer method for the determination of particle sizes of each sample and a texture Auto Lookup Software Package (TAL Version 4.2) for the classification of their various textures (%clay, %sand and %silt). The X-ray diffractometry was applied for the identification of their mineral phases (secondary, major and minor). The Brunauer Emmett and Teller (BET) method was used for the physisorption analysis and classifying them according to their isotherm types (Type I, II, III, IV, V and VI). The chemical analysis was achieved by X-ray fluorescence (XRF). The result revealed that the morphology of the various representative samples varies, except CMR 1; 2, SCC 1; 2 and SLW 1; 2 which showed same structure and same elemental constituents, their resemblance indicated that they possess same geological formation. The XRF result indicated the presence of the following trace elements: Al, As, Au, Ba, Bi, Br, Ca, Cd, Ce, Cl, Co, Cr, Cs, Dy, Er, Eu, Fe, Ga, Gd, Ge, Hf, Hg, Ho, I, In, K, La, Lr, Lu, Mg, Mn, Mo, Na, Nd, Ni, Nb, Os, P, Pb, Pd, Pr, Pt, Re, Rh, Ru, S, Sc, Se, Sb, Si, Sm, Sn, Sr, Ta, Te, Tb, Th, Ti, U, V, W, Y, Yb, Zr and Zn, were measured in ppm. For example, Fe – 66.47 (Qwa-Qwa), Al – 4.64 (Swaziland), Si – 6.26 (Democratic Republic of Congo), Ti – 3.75 (Qwa-Qwa) and so on. From the particle size distribution analysis, some samples were identified to be clay (BTS 1, BTS 2, NG 1, SCC 4, SCC 5, SCC 9, SCC 11, SCC 12, SWL 1 and SWL 2) with their particle sizes < 2μm, whereas other samples showed other properties which are > 2 μm. Ten minerals were identified in the clay fraction samples: albite, goethite, halloysite, hematite, kaolinite (kaolinite-1Md, kaolinite 1) Mica (muscovite), sulphur, talc, chalcanthite and whewellite. The BET method vii for physical adsorption revealed that BTS 1, BTS 2, CMR 1, CMR 2, DRC A, DRC B, NG 1, NG 2, SWL 1, SWL 2, SCC 1, SCC 4, SCC 5, SCC 8, SCC 9, SCC 11 and SCC 12 countries possess Type II isotherm whereas samples from SCC 2, SCC 6, SCC 7 and SCC 10 had Type III isotherm. The physisorption analysis result also determined the various surface areas and porosity of each representative samples.
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Tsai, Ming-Heng, and 蔡旻亨. "Research on Modelling Features of Cosmetics and Beauty Care’s Showing Stands that Attract Women." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/6bmdt5.
Full textAbstract:
碩士國立臺灣科技大學
設計系
105
A woman has an inherent love of beauty, which has been the case since the ancient time. It manages to maintain the long lasting sales of cosmetics and beauty care. Shoppe becomes the broadest distribution channel of cosmetics sales. Production marketing should draw support from the marketing approach so that the product can stand out from the first-level war zone of the department store and step ahead. For cosmetic products, thanks to the advancement of science and technology, the function and application of the product grow increasingly diversified. Each part has its corresponding product. Various categories of products are dizzying. However, under the circumstance of limited placement space of the shop, excess products will visually and spatially leave an impression of jumble and crowdedness. Therefore, the usage of assisted selling material (showing stand) is an indispensable marketing approach. With the help of features of the showing stand -- organization, theme, quick attraction, prominence of the product’s core value, the opportunity of consumption behavior will be increased. This research aims at exploring what kind of showing stand modeling of the international famous cosmetic brand in the department store is the most popular among consumers, whether the degree of preference will vary with the changing of age, and if there is difference in terms of the reason for the preference of individual show and group show. Through collecting the samples of showing stand of international famous brands and 40 tested samples from them, this research classifies the 40 samples into two major categories -- individual show and group show, 20 samples in each category. Sixty subjects are invited and they are also divided into 3 categories which respectively are: (1) 20-30 years old, (2) 31-40 years old, (3) over 41 years old. The experimental method adopts the degree of preference to sort and is assisted with the table of feature description to select reasons of preference. From the research results, it can be learned that: 1.The preferred features of individual show are: (1) elegant; (2) the product feature corresponding with the appearance of the showing stand; (3) fine texture; (4) concise and agile in modeling; (5) theme-highlighted. 2. The disliked features of individual show are: (1) simple and crude in decorations and ornaments; (2) rigid in modeling; (3) unlayered; (4) inconspicuous in product itself; (5) rough in material and (6) poor in optical effect. Six features in total. 3. The preferred features of group show are: (1) orderly in placement; (2) the product feature corresponding with the appearance of the showing stand; (3) luxurious and grandeur; (4) fine texture; (5) theme-highlighted; (6) concise and agile in modeling; (7) dazzling in light. 4. The disliked features of group show are: (1) too many categories; (2) disordered in placement; (3) inconspicuous in product itself; (4) unlayered; (5) rigid in modeling. 5. Different age of female has represent diffenences favorite and dislike between individual showing stand and group showing stand. 6. Individual showing stand and group showing stand has difference in between.
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Loewenthal, Elizabete Helena Félix da Silva Friman. "Leveraging brand image in the cosmetics market : how premium brands create the illusion of luxury." Master's thesis, 2020. http://hdl.handle.net/10400.14/31200.
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The luxury business model is in its own league when compared to other more common types of business models. It allows for several benefits for companies that apply it, one of these benefits being boosted brand image. The purpose of this thesis is to show how non-luxury companies can use this business model and successfully adapt it in a way that boosts brand image, specifically for the market of cosmetics. While the idea that adopting this business model outside of luxury companies is not new, choosing a specific market such as cosmetics and analyzing how exactly this sort of leverage can be achieved had yet to be developed, meaning that its practical value was unproven. A qualitative approach was taken relying on a multiple case study of three premium cosmetics brands, Natasha Denona, NARS Cosmetics and Fenty Beauty, who are considered to be main players in the market and successful. Through this research, I found that these three brands leverage brand image through the application of the luxury business model, using distinct pricing strategies and communicating in a way that allows them to create the illusion of luxury.O modelo de negócio do mercado de luxo diferencia-se inteiramente de outros modelos de negócio mais comuns. Aplicá-lo permite um leque de diversos benefícios para as empresas que o fazem, um desses benfícios sendo imagem de marca impulsionada. O objetivo desta tese é de demonstrar como empresas que não são de luxo conseguem utilizar o modelo de negócio de luxo e adaptá-lo com sucesso de forma a melhorar a imagem de marca, com foco específico no mercado de cosméticos. O conceito de empresas não-luxo adaptarem o modelo de negócio de luxo não é novo, contudo, escolher um mercado específico, neste caso cosméticos, e analizar como conseguem melhorar imagem de marca ainda não tinha sido desenvolvido, ou seja, o valor prático desta estratégia permanecia não comprovado. Foi feita uma análise qualitativa utilizando um estudo de casos múltiplos das marcas Natasha Denona, NARS Cosmetics e Fenty Beauty, empresas estas que são consideradas de grande renome e sucesso no mercado em questão. Através deste estudo, chego à conclusão que estas três marcas melhoram imagem de marca através da utilização do modelo de negócio de luxo, adoptando estratégias de pricing e communicação que os leva a criar a ilusão de luxo.
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Wu, Han, and 吳涵. "A Study of Antecedents of Consumer Impulse Buying on the Internet — Cosmetics and Beauty Care." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/hy5298.
Full textAbstract:
碩士國立中興大學
企業管理學系所
101
Through the rapid expansion of the Internet, shopping on-line has become widespread within consumers’ daily lives in which cosmetics and beauty care are top emerging products. By observing some actual examples, consumers are not always rational when making their purchase decisions; on the contrary, they are sometimes impulsive. However, emotions often arouse before impulse buying; therefore, on-line dealers keep pushing out different kinds of sales promotions in order to motivate consumers’ emotions. Some common sales promotions include limited time discounts, rebates, premium, and bonus packs. Campbell and Diamond (1990) divided these sales promotions into price promotion and non-price promotion, and they recommended that different sales promotions can cause different effects. Generally speaking, there are various products with different functions in cosmetics and beauty care. Consumers should have enough product knowledge so that they can choose the right and appropriate product; in other words, how much product knowledge a consumer has will affect his or her evaluation to a product. In addition, there exists a relatively high risk in on-line shopping. As a result, whether there is a refund and exchange policy or not will cause different influences to consumers’ decision making. This Study emphasizes on consumer impulse buying behavior on the Internet, with sunblock as an object. Firstly, explore the different influences on arousing consumers’ emotion between price promotion and non-price promotion, and among limited time discounts, rebates, premium, and bonus packs. Secondly, explore the influence of emotion on impulse buying, considering the moderating effects of product knowledge as well as refund and exchange policies. Finally, analyze the causal relationship within each variable under different sales promotions. In this research, an experimental method was adopted. Samples were collected from National Chung-Hsin University, and 398 effective questionnaires were collected. We utilized T-test, one-way ANOVA, Scheffe’s test, and regression analysis to examine our hypothesis. According to the results, Different sales promotion can cause different effects on emotion. Furthermore, the effect of emotion on impulse buying is significant, and the moderating effect of refund and exchange policy is also significant, but product knowledge presents no moderating effect between the relationship of emotion and impulse buying. On the other hand, the results of the causal relationship within each variable under different sales promotion are the same as the entire. However, under non-price promotion, the explanatory capability of the effect which emotion causes to impulse buying is higher than the one under price promotion.
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Chang, Wen-Ting, and 張玟婷. "Operational Strategies for Digital-Physical Mashups – A Study of the Cosmetics and Beauty Care Industry." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/h2426p.
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碩士國立東華大學
藝術創意產業學系
104
The thriving of mobile network and digital business has contributed to the rise of the O2O (Online-to-Offline or Offline-to-Online) commerce model. Since then, to effectively combine omni-channel and the Internet to develop digital-physical mashups (“clicks and mortar”) has become a key to improving industry competitiveness. This study focuses on the investigation of how cosmetics and beauty care industry should use O2O business model and integrate both online and physical presences so as to proliferate customer contact points and also increase purchase intention. Moreover, the study also aims to clarify the relevance among the clicks and mortar, experiential marketing, and purchase intention through understanding the concept and development of the O2O model and organizing its related operational strategies. Both qualitative and quantitative studies were conducted in this research. First, semi-structured in-depth interviews were carried out to gather information from the business operators and professionals in the industry, and content analysis was applied to analyze the information collected. Then, based on the lexical analysis result of the interviews, a questionnaire was designed and distributed to further verify the conclusions reached from the interviews. Finally, the related operational strategies concerning the digital-physical mashups in the industry were emerged. The findings of this study show that, from the aspect of semi-structured in-depth interviews, the cosmetics and beauty care industry may promote connections and increase more contact points with customers by offering beauty diary and online comparison and consultation; inviting the customers’ participation and suggestions; understanding the customers’ lifestyles; creating contextual texts/images related to living situations, providing ultimate services, allowing customization, supplying digital instructions, and so on. The study also inducts the following six major operational strategies for digital-physical mashups in the cosmetics industry: (1) brand establishment, (2) balance between online and offline businesses, (3) use of social media and buzz or word-of-mouth marketing, (4) database of the customers’ information and opinions, (5) identification and analysis of customer attributes and groups, and (6) engagement of a leader or team with digital and cloud technology. As for the quantitative study, the results of regression analysis showed that if the cosmetics industry increases the contact points, not only does it promote consumer experience, but it increases purchase intention among the customers. To sum up, the findings of this research may provide small and medium firms of cosmetics and beauty care with appropriate digital-physical mashups guidelines and strategies for consideration and development. Furthermore, these guidelines and strategies should also be applicable to other industries that intend to adopt the O2O commerce model for successful digital-physical mashups by creating more connections and interactions with their customers.
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Hsu, Ning-Chieh, and 許寧倢. "The study of the differences of marketing strategies between the domestic and the international cosmetics brands." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/65736174978440737534.
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碩士輔仁大學
織品服裝學系
98
In recent years, self-owned brands specializing in cosmetics and skin care products have risen and developed in the domestic market. Domestic brands have also made great efforts in showing their talents in the market. However, there is no denying that the market is still led by international brands. Therefore, this research took the SOFNON as the representative of domestic brand. Moreover, Taiwan SHISEIDO was used on behalf of the foreign brand. 4Ps and individual case study method were applied to compare the results. In addition, the methods, collecting literature reference, interviews, analysis and comparison of marketing strategies for both firms also helped to come out with the results, which are expected to be references for other cosmetics and skin care products manufacturers when they are planning the marketing strategies or policies. The results indicating the differences in marketing strategies for both firms are as follows. 1.Product Design For the foreign brand, it used differential marketing strategy and its products were more innovative. Moreover, the foreign brand had better design in products packing. However, for the domestic brand, its products had fewer differences in between due to having fewer competitors. 2.Pricing Strategy The foreign brand used skimming pricing strategy in which set a relatively high price for a product or service at first then lowers the price over time. Domestic brand used Penetration pricing strategy, this strategy was designed to get more customers to buy the product, usually at a lower price. 3.Sales Channels Foreign brand was more diversified and abundant, and domestic brand was more limited due to local problem, so unlike the foreign brand, which could be more common in the market. 4.Promotion Foreign brand carried out integrated marketing communications, and domestic brand usually had promotion nonscheduled and mostly run by salespeople.
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Yang, Ming-Yi, and 楊敏怡. "The Research of Brand Equity and Market Segmentation--Using Six Brands of Cosmetics as an Example." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/87872832757585702332.
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碩士國立交通大學
經營管理研究所
93
Taiwan economics is different from ten years ago, and people can see more and more overseas brands of cosmetic in Taiwan. People in Taiwan can reach more information and start to attach importance to cosmetics. This is a great market, so the marketing strategy and the need of customers are very important to firms of cosmetics. Six biggest brands of department stores is chosen in this research and I try to understand each brand’s brand equity is high or low. According to brand equity, people can know customers preference of each brand. Then we can make marketing strategies of each brand. Life style is chosen to be the variables to separate market. Finally, we can separate it to three clusters and each cluster is different in seven life styles. Generally speaking, brand awareness is still the most important factor when people choose their cosmetics, but they are rarely loyal to a certain cosmetics brand.
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Maia, Joana Sofia Correia. "Beauty and personal care in mass market: a strategic analysis of perfumery and cosmetics at Sonae MC." Master's thesis, 2013. http://hdl.handle.net/10362/17558.
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Directed internshipPurpose - The present study aims to understand the reality of the beauty sector in Portugal with the purpose of developing strategies that create value to the Perfumery and Cosmetics category in Continente® hypermarkets. To support the proposed strategies a study with Continente® and Well’s® clients is developed with the intention of segmenting each subcategory of articles (Body Care, Hand and Foot Care, Face Care, Makeup, Fragrances and Sun Care) by the point of sale (Coiffeur, Catalog, Pharmacies, Parapharmacies, Perfumeries and Super and Hipermarkets), understanding the source of business of each subcategory and also the factors that customers value the most. Methodology – To understand the beauty market as a whole, the role of Continente® hypermarket in the sector and the new trends, Sonae®’s internal data was used, along with research developed by suppliers as well as national and international data published in specialized magazines and websites. To support this study, academic publications regarding market segmentation and brand loyalty were used. The conclusions achieved are based on the answers of 290 customers. Findings – We concluded that customers identify Convenience and Promotional activities as the most relevant factors when purchasing at Continente®, that Fragrances and Makeup are the subcategory that customers less acquire. Customers identify pharmacies and super and hypermarkets as the place where they most acquire Body Care, Hand and Foot Care, Face Care and Sun Care products, and perfumeries as the place where they most acquire Makeup and Fragrances. Practical Implications – As beauty and personal care is one of the most sacrificed sectors by the economical crisis it is crucial to understand the market trends and develop rational actions that allow companies to keep a strong position in the market. This study aims to explore the consumer behavior in this sector and the strategies that Continente® could follow to keep its interesting position in the market.
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Chen, Shih-Ko, and 陳式穀. "Analysis of The Relationship among Brands, Places, and Prices of Cosmetics.－Taking City of Guangzou as Sample Market." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/49906603473927227860.
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碩士國立交通大學
高階主管管理學程碩士班
91
This research has selected the City of Quangzhou in southern China as a sample market in an effort to investigate the positioning issue for cosmetic products among brand names, places and pricings. The study has also analyzed the relationships between the area''''s female consumers and the cosmetic products'''' customer satisfaction, degree of importance and service value. In the analyses, customer satisfaction and degree of importance have been divided into seven dimensions. It appears that the consumers have demonstrated high degree of importance and high level of satisfaction on the product dimension. On the other hand, the consumers seem to consider the dimensions of pricing level and service personnel very important, but not quite satisfactory. Manufacturers or marketers of cosmetic products should improve these deficiencies aggressively. An indepth analysis further indicated that the prime motives for consumers to purchase cosmetic products from the retailers at the department stores are desires for beauty and skin care. The department stores are the main sources of cosmetic products for these consumers, who are able to accommodate higher pricing levels. The discount cosmetics stores and large-quantity retailers attract consumers with promotions and sales, while pharmaceutical or convenient shops rely on convenience. The main competitive force for these two market channels has been to attract customers through pricing. For beauty shops and direct-supply stores, customers'''' motives are desires for beauty and skin care. Their focuses are on the product and the service personnel dimensions. Beauty shops and direct supply stores have observed the highest customer spending. From the standpoint of cosmetics retailers at the department stores, incentives that causing consumers to purchase cosmetics are beauty and skin care. However, its prices are slightly higher than other stores. As for the discount cosmetics stores and retailers, consumers are attracted by their marketing strategy; while pharmaceutical/cosmetics shops are mainly focusing on convenience and low price. For those who value product characteristics and service quality prefer beauty salon, which have the highest price range. When consumers'''' considerations are on beauty and skin care, they would mostly visit beauty salon and spend the highest amount of money among the four marketing channels described above. Cosmetics manufacturers and marketers should take the advantage and develop this market further. Since the customers who are willing to visit department stores would not be too concerned about pricing, it is suggested that the venders should improve the reatilers'''' professional knowledge and service effectiveness. Product expiration dates and promotion activities should also be emphasized to give customers a sense of value over price. Lastly, it is recommended to differentiate products'''' uniqueness in designs and characteristics to nurture customers'''' rejections toward other products/brands and to establish customer loyalty.
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Tu, Wei-Hsin, and 杜維欣. "What contents cause people spreading word-of-mouth? -The case of Facebook fan pages of Taiwanese cosmetics brands." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/95akka.
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碩士國立臺灣科技大學
企業管理系
103
Nowadays, social media gradually becomes an important channel for searching information about products/ services for consumers, especially Facebook as the most widely used. It is because that companies could use Facebook fan pages to promote their products/ services, and communicate with customers/ potential customers with lower costs. The purpose of this study is to determine the correlation between content factors (richness, benefits components and time frame) and word-of-mouth (likes, comments, and shares) by using real data of Facebook fan pages. An empirical analysis using negative binomial regression model is conducted based on 1,186 Facebook posts gathered from the fan pages of 10 Taiwanese cosmetics brands. Results suggest the more richness of the content, the more likes and comments it gains. Moreover, comparing among four benefits components, hedonic benefits is the most effective type of content that affect word-of-mouth most. As for publication time of the content, it is partly significantly influencing word-of-mouth. The research result will provide Facebook fan page managers for their practices and future research is discussed as well.
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Chaves, Ana Maria Lopes. "The impact of influencer marketing onto portuguese consumers´ value perceptions and purchase intentions towards premium beauty brands." Master's thesis, 2020. http://hdl.handle.net/10362/106999.
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The impact of influencer marketing onto Portuguese consumers’ value perceptions and purchase intentions towards premium beauty brandsMotivated by therising practice of influencer marketing in the beauty industry, this study aimsto understand the impact of Social Media Influencers (SMIs) onto Portugueseconsumers’ brand value perceptions, purchase intentions and willingness to pay.Through anexperimental approach and development ofan online survey, a sample of 117 individuals was obtained, whom were either exposed to an Instagram postfrom thechosenbrand or the SMI. The results were not significant,both groups having similar value perceptions,purchase intentionsand willingness to pay. Respondents’perceptionstowards the SMI and brand-imagery fitsignificantlyimpactedvalue perceptions and purchase intentions.
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Lin, Min-Chin, and 林敏津. "The Influence of Brand Image on Consumers’ Behavioral Loyalty for Cosmetics Brands - E-wom And Service Quality as Intervening variables." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/78d2j3.
Full textAbstract:
碩士健行科技大學
國際企業經營系碩士在職專班
104
An inclination to beauty lies in women’s nature, which urges women to invest in their looks. Other than attire, such investment falls majorly in makeup. Over recent years, retailers and department stores have endeavored to offer customers more options in cosmetic products by introducing overseas brands. To the cosmetic company, the only thing considered more important than increasing consumption is developing a solid base of loyal customers. This research, taking samples of makeup customers of department stores, aims to determine the influence that brand image, eWOM and service quality have on behavioral loyalty among customers. This research stands a 92% retrieve rate, with 242 valid surveys out of 263 distributed, and adopts SEM (Structural Equation Modeling) to evaluate the hypothesis and the intermediate. The result indicates that brand image has great influence on service quality and eWOM; service quality has great influence on behavioral loyalty; eWOM has great influence on behavioral loyalty; and brand image has great influence on behavioral loyalty. Furthermore, eWOM and service quality both serve as the intermediate between brand image and behavioral loyalty. Drawing on the conclusion of the research, it is suggested that brand-name cosmetic corporations put stress on developing unique brand images to impress potential customers as a first step. Moreover, equally important is the quality of service, which requires persistent training and experience sharing from outstanding staff. This is to acquaint frontline staff with respect and perception of customers’ needs, which in turn, will increase the behavioral loyalty among customers with good impression and willingness to come back for more products. Another aspect stressed by the practitioners is to encourage loyal customers to share their experience with products on the Internet. This attempt could be carried out in the form of a rewarding mechanism such as coupons or tester packages of new products; this will encourage customers to raise positive feedback openly.