Beauty Market Research Articles

Une approche anthropologique de la beauté en Chine : La Dynamique de la beauté du corps en Chine à travers l’étude des soins du corps et du maquillage entre 1997 et 2014

France has long been the standard source of inspiration for traditional criteria of elegance and beauty for the whole world. In this article, a French anthropologist looks at China’s recent emergence in this field. In 1980, the cosmetics market was non-existent in China; in 2019, it became the world’s largest market. Beauty (care of the body, skin, face, hair, neck, hands, and nails) has been used as a marker for changes in that society for fifty years. Conceptions of beauty are used to analyze the variation of aesthetic standards, the place of the collective in relation to the individual, the position of women in Chinese society, the importance of practices marking social class distinction or evolving tensions between generations. The beauty market is both the result of lifestyle changes (especially the rise of divorce, new social stratification, intercultural mixing, life transformations cycle stages) and the establishment of a double logistics system. Public logistics allow the supply and marketing of cosmetics in shopping centers. Private logistics, those of bathrooms and the arrival of running water and electricity in urban housing, make it possible for Chinese women to use makeup and body products. This analysis shows that although beauty has an individual and intimate dimension, it also has a strong political and collective dimension. Beauty combines conformity with transgression.

Анализ рынка Beauty & Personal Care и условий обеспечения на нем конкурентоспособности функционирования компаний»

Анализ рынка Beauty & Personal Care и условий обеспечения на нем конкурентоспособности функционирования компаний»

Current status of the aging-friendly industry and the approach direction of the beauty market: Focusing on aging (senior) cosmetics

Current status of the aging-friendly industry and the approach direction of the beauty market: Focusing on aging (senior) cosmetics

From kawaii to sophisticated beauty ideals in European advertisements Shiseidō beauty print advertisements - case study

Having as a starting point one of the stereotypes of Japanese women considered a purveyor of kawaii this paper aims to explore a counterexample to Sanrio’s Hello Kitty mania offered by Shiseidō cosmetics through its overseas advertisements created during a long history on the European market. Even though the image of Japan is based mainly on the concept of kawaii Shiseidō tried at first on the local market to make a turn from that fragile, helpless and naïve perception of women to a more sophisticated one. Successful advertisements are made to answer a specific target audience’s needs, thus in order to go global there was a need to adapt typical Asian beauty standards to European ones. Shiseidō’s mission is to keep up with the times without forgetting the roots, the source of power, thus it has constantly worked in developing new strategies in order to thrive on the Western beauty market without setting aside Japanese tradition. Shiseidō corporate through its smaller brands like Majolica Majorca, Pure & Mild, Haku (meaning “white”) etc. still promote whitest white skin, a beauty ideal which prevails since the Heian period (794-1185). Considering that Shiseidō has a history of more than 50 years on the European market we propose an analysis on three beauty print advertisements elaborated during 1980-2000 in order to observe the constructed image of Japan through the imaginary of the French artist, Serge Lutens, responsible for the visual identity of the brand in Europe since 1980. The question is if it is a matter of “selling” the exotic to an unfamiliar receiver or a naive reflection of Japaneseness from a European’s perspective? Through this case study on beauty print advertisements created for the European market after 1990 we want to mirror the image of Japan in Europe as depicted through the specter of the biggest Japanese beauty conglomerate in the world, Shiseidō.

India's beauty and personal care market: heightened competition

India's beauty and personal care market: heightened competition

Prophetic Food-Based Cosmetics: A Segment of Halal Beauty Market

The current trends witness the Sunnah revival in every aspect of life. The studies and research of prophetic foods has shown a tremendous progress as alternative medicine. The numerous studies have proved that prophetic foods are very good for health. However, the potential of prophetic food in cosmetics and beauty products is still under explored. The prophetic food as main ingredients for cosmetics and beauty product is not new as some cosmetics brands have already have their products infused with prophetic food as main ingredients such as in Safi, The Body Shop and Good Virtues & Co. Thus, this paper tries to review the potential of prophetic food-based cosmetics as a segment in Halal beauty industry and its prospective in the Muslim market.

Politics and business in the history of a false teeth company, 1880s–1950s

Abstract The history of one firm dedicated to the development, manufacture and sale of false teeth might not immediately seem relevant to current topics and concerns within the study of fashion and beauty. ‘Good’ teeth have become important aesthetically and practically, in ‘real’ life and in media imagery. They pervade the catwalk, the media and the beauty industry. The ‘falseness’ of false teeth is not just a matter of utility but also of looking good, and has become part of the necessary toolkit of a person who knows how to take care of themselves, and look attractive. False teeth must look ‘real’ but also perfect (better than real), since they represent both the desire for physical perfection and for enhancement that is not detectible as false. Alongside prosthetics and cosmetic surgery, false teeth have come to be legitimate tools of bodily enhancement. The term ‘Hollywood smile’ partly refers to that ideal of flawless perfection. This article is an analysis of ‘naturalization’ in several senses, involving migration of knowledge, technological advances, skills and capital between differing legislative, business and political environments – from Eastern Europe and the United States towards the end of the nineteenth century, and between Philadelphia and Palestine shortly after World War I. This historical investigation traces the aspirations, ideals and political motivations of a family, its founder and the firm they built up – the American Porcelain Tooth Company (APTC) – which became internationally renowned after its relocation from Philadelphia to Tel Aviv in Palestine, then under the British Mandate, after World War I. The specific history and context of this company aims to shed new light on issues of globalization that are key to contemporary concerns in the fashion and beauty industries but are not captured by the study of technological inventions, marketing strategies or consumer preferences. The article interrogates the complex political negotiations and adaptations involved in such a migration. It proposes that beyond the specific historical context of the case examined here, attention paid to political aspects provides an essential methodological component and an added dimension to our understanding of the dynamics of the fashion and beauty market.

Correlation between rheological properties and capillary fixation for modelling creams

The Brazilian male beauty market occupies the second place in world consumption of cosmetics. Among the numerous products consumed by such audience is the capillary fixation mask, which is mainly composed by fixatives. These additives act on stabilizing the cosmetic emulsion, protecting the hair against moisture and also increasing the intensity of hair fixation. In this work, three formulations for modelling creams were prepared by different concentrations of the fixatives StylezeTM W20 and PVP K90 and their properties characterized by physicochemical, rheological and sensory analysis. The capillary masks produced were stable oil-in-water (O/W) emulsions with uniform droplets of 2.05-2.82 μm sizes and pseudoplastic thixotropic behavior (0.19 < n < 0.26). It was possible to correlate the increased concentration of PVP K90 to a greater thixotropy and an improved yarn fixation, despite the worsening in the spreadability of the formulations. These results suggest properly conducted rheological measurements can contribute to the prediction of the emulsion’s sensory properties, which can save time and funds on the development of new cosmetics.

Beleza, produção e normalização do corpo em narrativas de crianças

O foco do artigo é a produção da imagem corporal de crianças entre seise doze anos, frequentadoras de salões de beleza em Brasília. Entende-se que ascrianças são agentes e intérpretes sutis de seus contextos culturais; serão priorizadas as narrativas de meninas/os, pertencentes a diferentes realidades socioeconômicas, sobre os processos de construção de sua beleza. Trata-se de um trabalho etnográfico, com perspectiva socioantropológica da infância, calcado nos estudos de gênero. Apresentam-se resultados do trabalho de campo, cujo eixo foram as experiências relacionadas ao convívio das crianças com os serviços oferecidos por salões. Discutirei como as categorias corpo e beleza – operadas nesses estabelecimentos – são manejadas pelas crianças, reverberando nos processos de produção de suas autoimagens. O artigo destaca os posicionamentos e as negociações de crianças frente às presenças incisivas, em seus cotidianos, do mercado da beleza e da valorização social de um restrito padrão estético.

Germany's personal care and beauty market: do-it-yourself Deutschland

Germany's personal care and beauty market: do-it-yourself Deutschland

Pasar Kecantikan dan Penindasan Wanita Di Cina

This study examines about China beauty market associated with beauty perception in their society. The beautiful perception in China differs from time to time, most contradictory to the Mao era; beautiful women are women who did not do self-beautification, while post-Mao era, in line with the opening of the economy, beautiful women associated with white skin, young, and tall. To meet these criteria, women do beauty treatments and buy cosmetics so the demand for cosmetics becomes high. This behavior encourages the rise of cosmetic trading activities in China, so China has become one of the largest beauty market on global scale continues to grow. The rapid growth of the market in China cannot be separated from the Chinese beauty perception of women. Such perception ultimately oppresses women through demands to fulfill the beauty perception that exists in society. Later, beauty perception actually provides a great benefit for beauty companies in China. Keywords: Beauty, Market, Women, China, Oppression

4차 산업혁명과 글로벌 뷰티시장의 변화에 관한 연구

4차 산업혁명과 글로벌 뷰티시장의 변화에 관한 연구

The Multichannel Challenge at Natura in Beauty and Personal Care

Faced with declining market share and sales, Natura, Brazil’s second-largest brand in the cosmetics, fragrances, and toiletries market, expanded its customer reach by moving from a direct-sales company to a multichannel company. In 2014, Natura added online catalogs, physical stores, and drugstores to its well-established direct-selling model, but the results were disappointing. Between 2014 and 2016, three different Natura CEOs attempted to lead the company in the strategic transition to focus less on the direct sales consultants and more on reaching the end consumers directly with multiple channels and touchpoints. In October 2016, the company’s board appointed its former commercial vice president, João Paulo Ferreira, as the most recent CEO. Ferreira’s challenge was to find the right balance between the direct-selling and other channel formats to market Natura, thus enabling it to thrive in the face of intense competition in the beauty and personal care market in Brazil.

중국여성들의 복합적 구매성향에 따른 화장품 구매행태

본 연구는 중국여성들의 복합적 구매성향에 따른 한국 화장품의 구매 행태와 만족도를 알아보고자 중국 대도시 3곳에 거주하는 20~50대 여성 319명을 대상으로 설문조사를 진행하였다. 설문은 선행연구를 바탕으로 재구성하여 총45문항으로 구성하였다. 연구 결과 합리적 구매성향은 40대 이상의 연령과 기혼일수록 높은 경향을 보였고, 충동적 구매성향은 30대에서 가장 높게 나타냈다. 지역별로는 두 성향에 따른 큰 차이를 보이지 않았고, 구매 성향에 따른 화장품 구매 시 구매기간, 구매횟수, 구매비용에서 통계적으로 유의미한 차이를 나타냈다. 또 화장품 구매 만족도는 구매성향과 정의 상관이 있었고, 합리적 성향이 높을수록 편이추구 구매행태를, 충동적 성향이 높을수록 유행지향 구매행태를 나타내었다. 이상의 결과에 따라 국내 화장품 회사가 제품에 대한 신뢰와 고객관리서비스를 뒷받침한다면 중국 여성 소비자들의 구매 형태에 따른 만족도를 극대화 시킬 수 있으며, 충동적 소비성향을 보이는 연령의 고객을 대상으로 차별적 마케팅 전략을 수행한다면 중국뿐 아니라 동남아를 향한 뷰티 시장의 활성화에도 큰 도움이 될 것으로 생각된다. This study conducted a survey on 319 Chinese women in their 20s to 50s living in three large cities in China, with an aim to analyze the influence on the purchasing behavior and satisfaction for Korean cosmetics depending on their complex purchasing tendencies. According to the research, the rational tendency was higher when the subjects were over 40 years old and married, and the impulsive tendency was the highest in those in their 30s. There was no huge difference in regions depending on the two tendencies, while there were statistically significant differences in purchasing period, times and costs when buying cosmetics. In addition, purchasing satisfaction for cosmetics had a positive correlation with purchasing tendencies. The subjects pursued convenience in purchasing as their rational tendency was higher, while they sought the trends as their impulsive tendency was higher. Based on the results, it is expected to maximize purchasing satisfaction of Chinese female consumers depending on their purchasing tendencies, if the Korean cosmetics makers provide reliable quality assurance, product exchange and customer management services. It is also expected to help revitalize the beauty market for China as well as Southeast Asia, if the Korean cosmetics companies implement differentiated marketing strategies targeting the customers in the age group with the impulsive consumption tendency.

Cosmetic Surgery: Regulatory Challenges in a Global Beauty Market

The market for cosmetic surgery tourism is growing with an increase in people travelling abroad for cosmetic surgery. While the reasons for seeking cosmetic surgery abroad may vary the most common reason is financial, but does cheaper surgery abroad carry greater risks? We explore the risks of poorly regulated cosmetic surgery to society generally before discussing how harm might be magnified in the context of cosmetic tourism, where the demand for cheaper surgery drives the market and makes surgery accessible for increasing numbers of people. This contributes to the normalisation of surgical enhancement, creating unhealthy cultural pressure to undergo invasive and risky procedures in the name of beauty. In addressing the harms of poorly regulated surgery, a number of organisations purport to provide a register of safe and ethical plastic surgeons, yet this arguably achieves little and in the absence of improved regulation the risks are likely to grow as the global market expands to meet demand. While the evidence suggests that global regulation is needed, the paper concludes that since a global regulatory response is unlikely, more robust domestic regulation may be the best approach. While domestic regulation may increase the drive towards foreign providers it may also have a symbolic effect which will reduce this drive by making people more aware of the dangers of surgery, both to society and individual physical wellbeing.

Phytocosmetics in Africa

The demand of cosmetics from natural sources is increasing. It is attracted by the consumer market for their functional benefits. The phytocosmetics market of toiletries, perfumes and cosmetics has grown in the world market. This article aims to highlight and figure out phytocosmetics in Africa (Fig. 1). A survey from United States, showed the growth in using herbs by adults in cosmetics and in treatment of medical conditions in a rate of 3%- 12% - 21% in the years 1990 – 1997 – 2001 respectively.1 It was reported2 that 38 million people from US used herbal therapies. Developing cosmetics from Africa, as seed oils and its components, are attracting to international companies with marketing potential. The African beauty market is expected to be doubled in the next decade with increasing rate in sales, in the rate of 5-10 % of beauty care products. Spending on cosmetics in Africa per capita ranges from 10-20 times lower than in developed market, but Africans look for resurgence of phytocosmetic products and marketers are interested in the future growth.

Too many products? Reaching the next billion customers of the beauty market

Purpose – The purpose of this article is to describe the rationale behind and analyze the results of a strategy in regards to changing conditions and market share dominance. For more than 20 years, with the growth in available product varieties, product and brand proliferation have become increasingly evident in many consumer markets. Design/methodology/approach – This article examines how three L’Oréal mass market businesses, i.e. L’Oréal Paris, Lascad and Gemey-Maybelline-Garnier (GMG), managed proliferation activities between 1988 and 2012 on their domestic market. Data were extracted from the information resources, inc. (IRI) Census and Sample Databases (retail panel data), and information was collected from internal sources and semi-structured interviews with top executives. Brand performance was assessed using panel data structure analysis, as recommended by IRI and Nielsen. Some data, as they remain confidential, were not included in the paper. Findings – The study reveals that when opportunities are lacking, demand is declining, and competition is fierce – the situation that marks most mature markets – a proliferation strategy actually can yield diminishing results and reduced brand dominance. Research limitations/implications – Offering broader lines appears to generate confusion and to be counterproductive in relation to theoretical assumptions. Additional research on proliferation strategies is needed, particularly in declining market conditions, which implies diminished demand and market saturation due to increased competition and isomorphic practices. Practical implications – When deciding to extend product lines, managers should take into account competition and more qualitative factors than those included in the models developed by and for store brands. The respective positioning and marketing strategy (i.e. challenger and leader) of the brands involved have also to be considered. Originality/value – Prior research on proliferation strategies has relied on strong assumptions such as increase in demand and unsaturated markets. Through these case studies, this article shows that making the shelf space denser affects brand dominance, particularly when market conditions change. These results challenge current thinking as, in facing internal and external contingencies, managers might think which scenario is most favorable for maintaining a dominant position: changing the structure of the market by reducing (i.e. concentration) or increasing the number of brands/products in the market.

Groomers and Consumers

With the understanding that gender is a complex construct and that masculinity is a process—something that is accomplished or achieved—this research explores the present-day popular discourses around male body hair in two popular men’s lifestyle magazines, examining their significance to a modern-day construction of what it means to be masculine. These findings suggest that male body hair is overwhelmingly represented negatively, with its depilation largely constructed in relation to heterosexual concerns, as important for health and hygiene, and a form of exerting (self) control in a time of masculinity crisis. Additionally, this analysis indicates that heterosexual men are increasingly encouraged to be groomers and consumers in the beauty market. Ultimately, these findings highlight the fluidity of gender, illuminating how the appropriation of marginalized gender practices may actually perpetuate, rather than challenge, class- and race-based power inequalities among men. With the hegemony of affluent heterosexual white men increasingly threatened by the growing presence of class and racial Others in previously homogenous spheres, this research suggests that the development of an embodied, classed aesthetic through body depilation may in fact be essential for the reestablishment of these men’s masculine identities.

Pomeroy v. Pomeroy: beauty, modernity, and the female entrepreneur in fin-de-siècle London

As a fictional personality trading as ‘Mrs Pomeroy’, Jeannette Scalé dominated London's elite beauty market through the late nineteenth century. By 1906, her control over the expansive commercial empire had collapsed, as new company owners publicly accused her of pecuniary ambitions unbefitting her sex. This article charts Scalé's extraordinary transformation into London's leading complexion specialist, exploring the gender conventions regulating both the beauty business and middle-class female enterprise at the fin de siècle. An investigation of the ‘Mrs Pomeroy’ character reveals businesswomen's changing opportunities in England's ‘modernizing’ retail market, opportunities engendered through new systems of advertising, growing anonymity in the expanding urban scene, and novel forms of self-representation that did not necessarily impinge upon businesswomen's respectability.

The inner beauty of the beauty market in korea and preference investigation

The inner beauty of the beauty market in korea and preference investigation