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Titre : |
Promoting authentic beauty in the cosmetic world: effect on the brand image |
Type de document : |
Mémoire |
Auteurs : |
Raphaëlle NORMAND, Auteur |
Année de publication : |
2021 |
Importance : |
28 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COSMETIQUE ET PARFUMERIE SECTEUR ; IMAGE DE MARQUE
|
Résumé : |
The cosmetics market is very lucrative and competitive. Indeed, several hundred brands are present on this market and, to be able to differentiate themselves from the competition, many innovate in terms of products, communication, distribution... For a few years now, we have been witnessing a new fashion, that of authenticity. Driven by the American indies brands and by a fed up of the consumers not to be represented as they are in the advertisements, this new trend desires to show the beauty under all these forms and advocates the acceptance of oneself. Brands have increasingly started to communicate values of authenticity, self-acceptance, true beauty... But the question arises as to the real willingness of the brands behind this strategic milestone and the consumers’ opinion on brands that advocate these new values. This paper studied the effect of promoting authentic beauty on the brand image of cosmetic companies.
This paper is approached from the points of view of the two biggest players in this market, namely consumers and marketers in the field. Two qualitative studies have been conducted to try to understand what consumers think about brands that advocate authenticity, and to acknowledge the real intention of brands behind this strategy. Most consumers see this promotion of real and unfiltered beauty as a good start, but they remain quite pragmatic about the future of this trend. As for the managers, it seems that for them, this trend is established and will become a norm. |
Programme : |
PGE-Rouen |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539245 |
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