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Promoting authentic beauty in the cosmetic world: effect on the brand image / Raphaëlle NORMAND / 2021
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 : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
COSMETIQUE ET PARFUMERIE SECTEUR ; IMAGE DE MARQUERésumé : 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 The Change of the Brand identity in the cosmetics sector: impact on consumer's perception / Alexia WASSMER / 2021
Titre : The Change of the Brand identity in the cosmetics sector: impact on consumer's perception Type de document : Mémoire Auteurs : Alexia WASSMER, Auteur Année de publication : 2021 Importance : 33 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 page. Langues : Anglais (eng) Mots-clés : Management
COMPORTEMENT DU CONSOMMATEUR ; COSMETIQUE ET PARFUMERIE SECTEUR ; MARKETING STRATEGIQUERésumé : Change, and especially change in marketing efforts is critical for company survival in an ever-changing competitive environment. By examining Decléor brand, this study aims to identify the reasons for, but also to understand the implementation and impacts of a major change in brand identity.
The research objectives are the following:
1. To explore existing studies to understand how modifying the brand identity can influence the customer’s perception of the brand and how the change of visual identity can affect the top of mind associations.
2. Discuss with different individuals to get their views on the brands. Understand how their perception evolves when changing elements of the graphic chart.
3. Determine through these interviews the impact of change in packaging and communication. Draw conclusion about the element that impacts the most customer’s top of mind association and brand image.Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538657 The different ways of advertising in the perfume category: Illustrations vs celebrity endorsement / Thaïs MARTIN-FERMAUD / 2021
Titre : The different ways of advertising in the perfume category: Illustrations vs celebrity endorsement : A comparison between “La Petit Robe Noire” campaign by Guerlain and “Coco Mademoiselle” by Chanel Type de document : Mémoire Auteurs : Thaïs MARTIN-FERMAUD, Auteur Année de publication : 2021 Importance : 31 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 page. Langues : Anglais (eng) Mots-clés : Management
COSMETIQUE ET PARFUMERIE SECTEUR ; PUBLICITE GRAND PUBLIC
Entreprise
GUERLAIN ; CHANELRésumé : Perfume brands are one of the most important provider in terms of advertising especially on TV. Leaning on the luxury dimension, these advertising spot tend to be similar and all belonging to the same class. Some exception can be found in this area, it’s the case for the “La Petite Robe Noire” campaign by Guerlain whom motion design is made with illustrations. This paper aims to evaluate the efficiency of such illustrations on advertisement appeal and consumer attention compared to the traditional celebrity endorsement found in many perfume commercials.
To answer this problematic a quantitative study was led. Therefore, this paper tend to answer the question of if illustrations have an added-value for the consumer and so the brands.
This study used 2 commercials to compare the effect of illustrations on consumer in the perfume sector. The first one was obviously “La Petite Robe Noire” campaign and the second one “Coco Mademoiselle” by Chanel. The 2 commercials were showed to the respondents and were asked about the advertisement appeal towards the videos, their attention, their preferences…
The statistical analysis showed that there is a relationship between the use of illustrations and the consumer attention. Also, it appears that the use of illustration tend to influence more purchase intention than the use of celebrity endorsement in the perfume category.
This results leads to the conclusion that brands should be more original and use less celebrities or humans to focus more on motion design and illustrations to have a better communication campaign and efficiency.Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539248 The impact of social media influencers on impulse purchase of online cosmetics shopping of generation Z / Tianyi GAO / 2021
Titre : The impact of social media influencers on impulse purchase of online cosmetics shopping of generation Z Type de document : Mémoire Auteurs : Tianyi GAO, Auteur Année de publication : 2021 Importance : 29 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 page. Langues : Anglais (eng) Mots-clés : Management
COSMETIQUE ET PARFUMERIE SECTEUR ; JEUNERésumé : Generation Z, a generation familiar with social media and the latest technologies. Meanwhile, many new ways of marketing have developed by marketers by using social media and influencer marketing. This topic is for finding out what is the impact while cosmetics companies are using social media marketing with influencers, what will be the impact on consumers impulse purchase behaviour, especially what kind of content could be more effective. So that companies refine the strategy of influencer marketing toward generation Z. The influencers could also design a strategy while they are recommending a cosmetics product to audiences of generation Z.
Results show that informational content posted by influencers has the most significant impact on generation Z consumers' attitude toward cosmetics product. Emotional content, product match-up with influencer, positive image of influencer and likeliness toward influencer also have an impact on generation Z consumers' attitude. The attitude of generation Z consumers toward cosmetics product positively impact their impulsive buying intention. The IBT (impulse buying tendency) is not the primary factor that influences generation Z consumers' impulsive buying intention. Possible reasons and limitations of the study has been discussed at the end of the article.Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539251 The impact of the Covid 19 pandemic on the brand experience for consumers in the beauty sector / Léa SARDAIN / 2021
Titre : The impact of the Covid 19 pandemic on the brand experience for consumers in the beauty sector Type de document : Mémoire Auteurs : Léa SARDAIN, Auteur Année de publication : 2021 Importance : 23 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 page. Langues : Anglais (eng) Mots-clés : Management
COSMETIQUE ET PARFUMERIE SECTEUR ; CONSOMMATEUR ; MARKETING EXPERIENTIELRésumé : The objective of this study is to analyze how the brand experience has been impacted by the Covid-19 pandemic since its arrival in 2019 in France. This study is conducted entirely within the beauty sector and is concerned with consumer feelings and experiences. To answer this research question, three sub-questions helped us in this study. Firstly, we focused on the main change in brand experience in the beauty sector for consumers. Secondly, we discussed the different digital tools that have been developed to try and reduce this lack of brand experience. And finally, we showed the importance of maintaining an omnichannel strategy for companies towards consumers. The results led us to understand that the main change in brand experience for consumers was in-store where it was drastically reduced. On the other hand, for most consumers, they found that the experience had been improved online with many digital tools. These tools were mostly useful, fun and informative, but 'did not fill in the in-store brand experience. Finally, consumers have found that they are now multi-channel shoppers for beauty products. For brands, this requires them to develop a sustainable omni-channel strategy. Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538492 The relationship between consumption stucture and chinese local cosmetic brands / Jiayi ZHANG / 2021
PermalinkWhat are the challenges of the implementation of reusable packaging systems for companies in the cosmetics industry? / Clémence JAMES / 2021
PermalinkWhat factors influence consumers’ purchase intention toward natural cosmetic products?: Application to the company Lili Margo https://lilimargo.com / Léa PARA / 2021
PermalinkWhat is the impact of User Generated Content and Social Media Influencers on customer behavior about cosmetic products? / Amélie PETIT / 2021
PermalinkAre the companies from the cosmetics industry overvalued? (A focus on L'Oréal) / Kévin FABUREL / 2020
PermalinkPermalinkEducating consumers about the composition of their cosmetic products thanks to inci beauty smartphone scan application / Justine MOYA / 2020
PermalinkPermalinkEn quoi l'intelligence artificielle améliore-t-elle l'expérience client, au moment de la phase d'achat, dans le secteur de la beauté et des cosmétiques ? / Marine RUBAN / 2020
PermalinkLe secteur cosmétique : des stratégies d'entreprise au diapason des politiques de réduction du carbone / Laura GHIRARDINI / 2020
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