"Comment les marques de parfums de luxe utilisent-elles le e-commerce en Chine ? Que font-ils pour innover et que peuvent apprendre les autres secteurs de leurs stratégies ?" / Aoife BARRETT / 2024

Titre : "Comment les marques de parfums de luxe utilisent-elles le e-commerce en Chine ? Que font-ils pour innover et que peuvent apprendre les autres secteurs de leurs stratégies ?" Type de document : Mémoire Auteurs : Aoife BARRETT, Auteur Année de publication : 2024 Importance : 67 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 : Français (fre) Mots-clés : Management COMMERCE ELECTRONIQUE ; COSMETIQUE ET PARFUMERIE SECTEUR ; INDUSTRIE DU LUXE SECTEUR ; CHINE ; SEGMENTATION ; INNOVATION Résumé : Alimenté par les progrès digitals et les consommateurs férus de technologie, le marché chinois du e-commerce a connu une croissance considérable, révolutionnant la manière dont les consommateurs chinois découvrent les produits de luxe. Parallèlement, la parfumerie de luxe en Chine est un secteur unique qui a connu une croissance significative au cours des dernières années, se développant dix fois plus vite que le marché mondial (Nan, 2023). Aujourd'hui, les marques de parfum se trouvent dans une position unique : elles transmettent la nature intangible de leurs produits par le biais de stratégies de e-commerce. Cette mémoire explore le paysage dynamique du marché chinois des parfums. S'appuyant sur des recherches et des analyses qualitatives et quantitatives, elle étudie les stratégies de e-commerce des principales marques de parfums de luxe en Chine et les enseignements que d'autres secteurs peuvent tirer de ces stratégies. Ces informations donnent un aperçu de l'élaboration de stratégies digitals fructueuses en Chine. Elles soulignent notamment l'importance d'une storytelling digital immersive et innovante, localisée et culturellement pertinente, qui favorise la connexion émotionnelle. En outre, elle souligne le pouvoir des mécanismes de récompense et d'incitation à l'achat dans un marché propulsé par la consommation. Enfin, la mémoire met en évidence le pouvoir de la valeur émotionnelle et sa traduction en points de contact digitals tangibles - une stratégie précieuse pour tout secteur entrant dans le paysage en pleine évolution du e-commerce en Chine. Programme : Cesem Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=604737

The Factors Influencing Consumer Purchasing Behavior In Green Cosmetics / Théoxane MARCEL / 2024

Titre : The Factors Influencing Consumer Purchasing Behavior In Green Cosmetics Type de document : Mémoire Auteurs : Théoxane MARCEL, Auteur Année de publication : 2024 Importance : 59 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 ; ECOLOGIE ; ETUDE DE MARCHE ; MARKETING MIX ; FIXATION DES PRIX Résumé : The global cosmetics industry is witnessing a paradigm shift towards sustainability, with consumers increasingly prioritizing eco-friendly and ethically sourced products. This study explores the multifaceted dynamics of consumer behavior in the green cosmetics market, drawing insights from a diverse dataset comprising 78 respondents within 16 different countries. Through a comprehensive analysis, the study reveals significant influences on consumer purchasing decisions, including awareness and marketing mix such as product-related factors, pricing perceptions, convenience considerations, and attitudes towards advertising. Countries and demographic factors such as gender and age shape the global awareness exhibiting nuanced impacts on consumer behavior, necessitating tailored marketing strategies to accommodate diverse preferences. Furthermore, the findings underscore the importance of ingredient transparency, organic and natural ingredients, and ethical sourcing practices in shaping consumer preferences for green cosmetics. Moreover, pricing emerges as a critical determinant of purchasing behavior, with consumers emphasizing affordability alongside sustainability. Convenience also plays a pivotal role, with consumers prioritizing ease of access and purchasing simplicity when choosing green cosmetic products. However, challenges persist in advertising effectiveness, with skepticism towards current efforts highlighting the need for more authentic messaging and consumer education. Overall, this research provides valuable insights for brands seeking to capitalize on the growing demand for eco-friendly cosmetics products and foster sustainable consumption patterns in the cosmetics industry. Programme : Cesem Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=604799

Adapting business model canvas in the internationalization process of cosmetic companies: opportunities and challenges / Alice SIMMINGER / 2023

Titre : Adapting business model canvas in the internationalization process of cosmetic companies: opportunities and challenges Type de document : Mémoire Auteurs : Alice SIMMINGER, Auteur Année de publication : 2023 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 ; INTERNATIONAL ; STRATEGIE Résumé : The idea of this dissertation proposal comes from an observation I did during my last internship in a French cosmetic brand. I observed and understood the approach of their international development process and the fact, they have no other choice to meet success than to adapt their channel distribution according to the local market. On the other hand, as a customer I observed how luxury cosmetics brands may enter a new market differently. In overall luxury brands have a sufficiently strong image to maintain their original business strategy Programme : MSc International Project Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581913

Cosmetics industry : at a time when environmental awareness is rising, how can companies increase the sustainability of their packaging while remaining attractive to consumers ? / Mathilde GIURIANI / 2023

Titre : Cosmetics industry : at a time when environmental awareness is rising, how can companies increase the sustainability of their packaging while remaining attractive to consumers ? Type de document : Mémoire Auteurs : Mathilde GIURIANI, Auteur Année de publication : 2023 Importance : 26 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 CLIENT ; COSMETIQUE ET PARFUMERIE SECTEUR ; DEVELOPPEMENT DURABLE Résumé : The awareness of the populations and the politicians regarding the climate issues and especially regarding the accumulation of single-use waste affects all markets and especially the cosmetics market. The aim of this dissertation is to understand why and how professionals in the cosmetics sector must adapt their way of thinking about their packaging in order to be more responsible while continuing to attract consumers. The objective is to find a balance between, on the one hand, understanding how to create the most sustainable packaging possible while respecting the constraints imposed by the sector and, on the other hand, analyzing consumers' buying behavior and understanding what makes a package attractive. This work will help companies in the industry establish a long-term strategy for their packaging and marketing objectives immediately, as well as assist Marketing Managers and Product and Packaging Development Managers in creating the design of their future packaging. Programme : MSc Global Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581701

Ethics in the cosmetic industry / Elise LEVY / 2023

Titre : Ethics in the cosmetic industry : How has the emergence of the “Clean beauty” philosophy impacted the cosmetic market for the past decade? Type de document : Mémoire Auteurs : Elise LEVY, Auteur Année de publication : 2023 Importance : 30 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 ; TENDANCE ; INFLUENCEUR Résumé : In a global warming context and along with growing concerns about environmental, ethical and health matters, consumers are demanding more efforts from brands when it comes to the production of responsible cosmetics. Also known as “clean beauty”, this movement – which has in fact started during the 20 th century but has emerged under this new name for the past decade – aims at promoting products formulated without controversial ingredients and manufactured without malpractices. This trend thus appears to be the exact opposite of greenwashing as it stands for real standards and kept promises, for the sake of the planet and the humans’ wellbeing. More and more customers all over the globe seem to be willing to transition towards a “cleaner” cosmetic consumption, as long as they are educated about its benefits. Research on consumer behavior and purchase habits in the cosmetic sector has been conducted in many countries, but few studies were done in France – resulting in a lack of actual knowledge of the French decision-making in cosmetics buying. This work thus focuses on understanding the growing need for clean cosmetics all over the world and how companies are adapting their current offer and practices, as well as studying the French customers and their behavior towards this ongoing trend. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581934

THE CONTRIBUTION OF PHYSICAL APPEARANCE AND INSTAGRAM TO THE GROWING INTEREST FOR ANTI-AGING PRODUCTS AMONG YOUNG WOMEN / Honorine DIEPPE / 2023

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The impact of social media virality on consumer behavior in the cosmetic industry / Ilona ATTHAR / 2023

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THE ROLE OF PROCUREMENT IN A MATERIALS SUPPLY CRISIS / Claire ETIENNE / 2023

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To what extent will the introduction of the metaverse in the cosmetics industry change consumer habits ? / Margot ROBIC / 2023

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What are the consumption experiences assocciated with online purchases of counterfeit perfumes, and what are the motivations and factors that could influence this practice among consumers ? / Mélissa LESAGE / 2023

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What are the factors affecting Taiwanese consumers' intention to use towards the AR function provided by cosmetic e-commerce website ? / Ching-Ya PENG / 2023

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What are the important factors consumers take into consideration when purchasing vegan cosmetics ? / Jivika LILLANEY / 2023

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Body inclusivity: myth or reality? / Eugénie GUIMIER / 2022

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For which reasons cosmetic brands pay particular attention to the composition of their products? / Eléonore DANET-GEORGES / 2022

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How can neuroscience be implemented in a cosmetic store to improve customer experience? / Paula RODRIGUEZ / 2022

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