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Should the communication of luxury cosmetics brands be more focused on products composition and the environment? / Chloé CHAIGNEAU / 2020
Titre : Should the communication of luxury cosmetics brands be more focused on products composition and the environment? Type de document : Mémoire Auteurs : Chloé CHAIGNEAU, Auteur Année de publication : 2020 Importance : 34 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 ; ENVIRONNEMENT ; INDUSTRIE DU LUXE SECTEURRésumé : Research has shown that healthy industry has boomed these recent years and continues to grow exponentially. However, there is currently little knowledge of this emerging market. To add knowledge to this new market, we will focus on price promotion strategies and how they can be used by healthy online companies as an effective incentive tool for motivating a consumer behavior change in terms of purchase intention. To advance research in this field, we have conducted a quantitative study of 213 participants to investigate which of two different price promotional strategies; reward or discount, is better to increase the number of purchases on a healthy e- commerce website. Our results revealed first that both price promotion strategies play a significant role on the intention to purchase on healthy e-commerce websites. Secondly, while we were able to evidence that rewards work best to increase the number of products purchased on healthy online websites in the beauty category, our research could not reveal the initial hypothesis that reward works best in terms of purchase intent for healthy products in general. The findings of this research offer guidance to healthy e-business managers who might benefit from knowing what the best strategy is to promote their healthy products online. Programme : PGE-Reims Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529149 The impact of celebrity endorsement on consumer’s purchase intention of perfumes. / Oumaima DALOUSSI / 2020
Titre : The impact of celebrity endorsement on consumer’s purchase intention of perfumes. Type de document : Mémoire Auteurs : Oumaima DALOUSSI, Auteur Année de publication : 2020 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
PUBLICITE GRAND PUBLIC ; COSMETIQUE ET PARFUMERIE SECTEUR ; CONSOMMATEURRésumé : Thinking about the concept of celebrity endorsement, the first thing that comes to mind is advertising; a famous marketing strategy used by companies in order to promote their new products, attract consumer’s attention and create an association between the brand and the target audience.
Celebrity endorsement is currently used in many industries and one of the sectors that frequently uses this concept is the fragrance industry; for each new perfume, companies launch an advertising campaign using a well-known celebrity. For this reason and also for the lack of studies on this sector, this paper aimed to analyze if celebrity endorsement has an impact on consumer’s purchase intention of perfumes and if so, which celebrity’s attributes generate a positive influence. Thanks to the survey results, it has been showed that the majority of respondents think that the fit between celebrities and perfume brands is excellent and that it is the only factor that influences positively their purchase intention. Another factor, which also mainly influences consumer’s purchase intention is the smell of the fragrance.
Finally, as the current literature review has some weaknesses, this paper had also secondary purposes such as analyzing the impact of celebrity endorsement on consumer’s attention and knowing more about the perception of respondents towards celebrity endorser, celebrity endorsement and attractiveness concepts.Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529822 The impacts of augmented reality on the cosmetic shopping experience online / Marie WITTEVRONGEL / 2020
Titre : The impacts of augmented reality on the cosmetic shopping experience online Type de document : Mémoire Auteurs : Marie WITTEVRONGEL, Auteur Année de publication : 2020 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
CONSOMMATEUR ; TECHNOLOGIE ; COSMETIQUE ET PARFUMERIE SECTEUR ; MARKETING EXPERIENTIELRésumé : The use of augmented reality to provide an incredible customer experience has gained ground in the brand marketing strategies. Indeed, with the emerging trend in demand, customer are now looking for meaning and pleasure during their shopping experience, especially in the consumer-centric industries, such as the cosmetic industry, which has already started implementing AR module on their website, in store or in pop-up events, to improve customer experience, stir the emotions and improve brand loyalty.
This research paper aims to investigate the impacts of the use of augmented reality in the context of an online cosmetic shopping journey, through a quantitative study. Our study first shows that the use of augmented reality allows adding a hedonic, sensorial and personalized service to a traditional online shopping experience, but not an additional informational service. In a second step, we tried to prove the impact of these additional services on the online shopping experience. There was positive impact on the purchase intention and the brand loyalty, however not on the decision process. And finally we focused on the moderator variables that can affect the whole experience: the personal users characteristics, as narcissism, body image and body esteem, and finally openness toward novelties, which has surprisingly been proven not to be a moderating variable.Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529813
Titre : The new role of the LGBTQ+ community in the cosmetic industry Type de document : Mémoire Auteurs : Liana RABEMANANTSOA, Auteur Année de publication : 2020 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 ; TENDANCE ; IMAGE ; BEAUTE ; HOMME ; FEMMERésumé : Whether it is for correcting imperfections, enhancing one’s appearance or even creating
another version of oneself, makeup has the power of telling something from the person performing
it and is yet a personal experience. Nonetheless throughout decades, the makeup industry has
dictated norms of what is acceptable or not and what is the ideal we should all try and reach for.
Although trends have changed with time, the makeup industry’s definition of beauty revolved
around the image of a desirable young woman with clear and fair skin. This ideal is challenged by
new brands, fueled by an ever growing demand from those who do not fit in this description and
who have felt left out for too long. This change does not only concerns the need for the availability
of more shades for all complexion, but also deals with the gender of those who wear makeup.
Traditionally, females are believed to be drawn to makeup and find great interest in it. But not all
females actually do, and a growing proportion of males show interest in makeup for the same
reasons females do. Cosmetics are defined as « a substance applied to the body or the face, to
improve one’s appearance » in the Cambridge Dictionary. It is a superficial act upon one’s body
which has a small impact and non permanent impact on a person without affecting its basic
character, to present oneself as one’s best version, by enhancing one’s natural features. It induces
the idea that cosmetics should be, to some extent, specific to each person, without discriminating on
gender, race, income, country, culture, etc. Cosmetics should be as diverse as its consumers with
brands providing an offer which represents society the closest to reality in all of its diversity and
complexity, but they should also depict society in the same manner in their communication. The
redefinition of what is beauty is also led by the ever growing power of influence social media have
on forming opinions. Among the creators who define beauty on these digital platforms, a significant
proportion of individuals who are part of the LGBTQ+ community play a great role in this
movement. These individuals, whether they identify as male, female or other, do not correspond to
the restrictive definition of what is beautiful according to the makeup industry, but they create their
own version of it. As it can be observed the digital content created by influencers from the
LGBTQ+ community appeal to a great number of people, regardless of their sexual orientation or
their gender identity, but this phenomenon has not yet be profoundly academically researched.
Therefore, very little literature is available on the subject and this paper will hopefully fill some of
the gaps by focusing on the LGBTQ+ community in the makeup industry, through the study of
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YouTube beauty creators and their impact on the selected sample. Thus this paper will be answering
the following question : « To what extent does the LGBTQ+ community help change the definition
of what is beautiful ? ». More precisely, this paper will be focusing on the level of support a sample
of the French population gives to the LGBTQ+ community depending on the influencers’ identity
and representation. This study is motivated by the assumption that this type of content might appeal
more to females than males, as the latter might feel more disturbed by some of the content creators
than female, who are more familiar with beauty videos and makeup already.Programme : PGE-Rouen Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531703
Titre : The rise of Digitally Native Vertical Brands in the cosmetic industry. : How do Digitally Native Vertical Brands radically transform the future of the beauty industry? Type de document : Mémoire Auteurs : Clara SALSAC, Auteur Année de publication : 2020 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
COMMUNICATION ; COSMETIQUE ET PARFUMERIE SECTEUR ; TECHNOLOGIERésumé : The digital revolution has impacted all sectors of activity by creating new sales channels and modes of communication. In almost all the industries, these changes have led to the rise of new brands born on the Internet called DNVB (Digitally Native Vertical Brands) that are disrupting the codes of the traditional players. They clearly understood the opportunities linked to digital and intend to leverage them to bring new value propositions and a new experiential vision of the act of buying. Transparency, commitment, proximity to their consumers and hyper-personalization… these new brands are revolutionizing all sectors and in particular the beauty market.
Indeed, DNVBs have taken advantage of the disappearance of barriers caused by the Internet to entry into the sales market and to make their mark in this highly competitive sector. While the distributor step was previously inevitable, they have suddenly been able to sell their products directly from their website and advertise them through digital channels such as social media. But their emergence can also be explained by a change in consumer expectations. Today, beauty is collective and shared, it has adopted a more uninhibited language, it has become virtual and connected and no longer communicates only through its muses but through new ambassadors: all women. Influencers are the new ambassadors. And consumers, the new influencers. But above all, consumers are more attentive to their personal care, now they seem to dictate the (new) rules.
Digitally Native Vertical Brands can be defined as independent brands born on the Internet that focus on a very specific product or market. They design, manufacture and market their products themselves and address consumers directly, without the intermediary of distributors. These brands offer their customers an incomparable experience by creating a genuine relationship with them, making affordable quality products, accompanied by exceptional services. Born from digital technology, they have been created by and for millennials, with whom they find a tremendous resonance. According to the Cambridge Dictionnary, a millennial is a person who was born in the 1980s, 1990s, or early 2000s.
Academic research has not yet taken an in-depth interest in the DNVBs phenomenon. Nevertheless, there already are many press articles and blog posts about the rise of DNVBs and their influence on the market. However, a few focuses on the beauty industry and its specificities. The first part of this paper therefore aims to define what DNVBs are, to explain their success and to show how they shake up the established codes of traditional brands and distributors of the cosmetic industry.Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529202 PermalinkComment faire adhérer les hommes au maquillage masculin, à travers la communication, tout en limitant les effets des stéréotypes de genre ? / Aurore PARIS / 2019
PermalinkPermalinkSocial Influence and Consumer Behavior: Millennials and X Generation’s Purchase Intention Towards Green Cosmetics / Fanny MARCO / 2019
PermalinkPermalinkL’internationalisation des marques de cosmétiques chinoises, quelles sont les stratégies à adopter? L’exemple de Herborist. / Jiawen CUI / 2018
PermalinkLush retailing strategy to remain successful in an increasingly competitive green cosmetics environment / Floriane VESIN / 2018
PermalinkPermalinkRéalité augmentée, réalité virtuelle et leurs impacts sur le marketing dans les secteurs de la mode et des cosmétiques / Pierre CAMUS / 2017
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