How should luxury cosmetic brands emphasize more on their sustainable engagements in order to gain competitive advantage? / Sofia SILVA RODRIGUES / 2022

Titre : How should luxury cosmetic brands emphasize more on their sustainable engagements in order to gain competitive advantage? Type de document : Mémoire Auteurs : Sofia SILVA RODRIGUES, Auteur Année de publication : 2022 Importance : 39 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management COMPETITIVITE ; COSMETIQUE ET PARFUMERIE SECTEUR ; ECOLOGIE ; INDUSTRIE DU LUXE SECTEUR ; MARQUE Résumé : Giving the current trend and demand of consumers for sustainability in luxury cosmetics, this present study aims to understand consumers’ perception on this subject in order for luxury cosmetic brands to communicate efficiently on the topic and gain competitive advantage. Therefore, the objective of this study is to answer this general following question: how should luxury cosmetic brands emphasize more on their sustainable engagements in order to gain competitive advantage? To answer this question and provide specific recommendation to luxury cosmetic brand’s marketers, a qualitative analysis method was chosen in order to have a deeper understanding of consumers’ perception of sustainable luxury cosmetics as well as of luxury cosmetic brand’s sustainable engagements. Moreover, it also allows to have specific insights on which information consumers are attracted in luxury cosmetic brand’s sustainable communication. The result of this study shows that even though consumers don’t specifically look for the sustainable dimension in luxury cosmetics when they are purchasing them, they still are attracted to it and think it is good and important for luxury cosmetic brands to do it as it is their duty. The present study also gives insight to marketers in terms of information to convey to consumers in their sustainable communications. Indeed, the main result of this present research shows that marketers should communicate primarily on their sustainable engagements as it increases their credibility and image. To do it, the results shows that they should use natural images and clear numbers for consumers to instantly understand the naturality of their product or their sustainable engagement and be attracted to it. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564588