Cosmetic Brands Research Articles

Research on the Social Media Marketing on Beauty Product: Based on Questionnaire Method

With the rapid development of the Internet, network broadcast and product marketing advertisements are gradually integrated into our lives. As the main force of consumption, women's consumption behavior has also become the focus of attention. This paper takes the social platform marketing of beauty products as an example, and conducts a directional analysis of consumer behavior through the research method of questionnaire survey. The survey results show that the main group of online consumption is concentrated in young people. From the perspective of regional distribution, most consumers come from southeast China, that is, the more economically developed areas, and the first-tier cities are mostly. Consumers prefer actual demand and are influenced by Internet celebrities and online comments. The research results of this paper can be used as a reference for cosmetics companies to formulate more targeted marketing strategies, help cosmetics brands to improve sales and performance, and provide references for the direction of social network publicity.

Product aesthetics and consumer buying decision in the cosmetic sub-sector in Nigeria

In the recent modern marketing age, there is huge competition of product atheistic due to changing life style of the consumers and the improvement in cosmetic products. Every organization focuses on the packaging positioning of products because that is the main tool of stimulating consumer buying decision. The objective of this paper was to examine the effect of product aesthetics on the consumer buying decision. This research identified the relationship between the dependent and independent variables. This survey research consists on the primary data which were collected through the distribution of the questionnaire and SPSS software was b used for the purpose of the analysis. This study consists on the response of the 100 respondents and tested the reliability of the model. Findings shows that the dimensions of product atheistic such as product information and product packaging have positive effect on consumer buying decision. Results also shows that the dimensions of product packaging explain the variability of consumer buying decision of cosmetic brands in selected super supermarkets. The study recommended that management of supermarkets should engage the services of professionals who are knowledgeable about customer reactions towards product information and texts in order to continuously develop and improve on their packaging so as to boost their consumer purchase decision. Keywords: Product Aesthetics, Product Information, Product Packaging, Consumer and Buying Decision.

‘Mindfulness for modern life’: The blending of Orientalism and neoliberal self-care strategies in the branding of Rituals

This article interrogates the conflation of neoliberal imperatives to self-care and Orientalist fascination with Eastern spirituality in the branding of Rituals, the Dutch self-care and cosmetics brand. Focusing on the brand’s online presence as well as its self-presentation through its flagship store, the article contextualises the Ritual’s calls for mindfulness, gratitude and positivity within the neoliberal ‘psychological turn’. At the same time, it demonstrates how the brand mobilises Orientalist and neocolonial discourses to incite its consumers to exercise emotional self-control and self-care. Neocolonial and neoliberal narratives in the branding of Rituals serve to portray the brand as the site of pleasure, quiet and calm, disguising its exigency for female labour and depoliticising the issue of global inequalities.

Do Brand Personality and Celebrity Endorser Influence Customer Loyalty through Brand Trust?

In an attempt to maintain customer loyalty to Madame Gie Cosmetic, it is necessary to innovate in promotion and marketing. Factors that can affect customer loyalty are brand personality and celebrity endorsers which are also related to brand trust variables. So, the purpose of this study is to examine the effect of brand personality and celebrity endorsers on customer loyalty through brand trust on Instagram followers of the Madame Gie Cosmetic brand. The approach used is quantitative research with descriptive explanatory and questionnaire filling methods. Research data obtained from 320 respondents. Data processing is done using Smart-PLS software. Data were analyzed by descriptive analysis, outer model, inner model and hypothesis testing with t-statistic value for alpha 5%. The results of this study are Brand personality has a positive and significant effect on customer loyalty and brand trust. Celebrity endorsers have a positive and insignificant effect on customer loyalty and brand trust. Brand trust has a positive and significant effect on customer loyalty. Brand personality and Celebrity endorsers have a positive and significant effect on customer loyalty through brand trust. While the general relationship between brand personality, celebrity endorsers, and customer loyalty has been explored in previous studies, the specific findings of this research contribute to the existing knowledge in several ways: Mediating role of brand trust and Specificity to Madame Gie cosmetics. The contribution of these findings may help theoretical advancement, practical implications, and specific insights for Madame Gie cosmetics. In summary, the novelty of the study lies in its identification of brand trust as a mediator, while its contributions include theoretical advancement, practical implications, and specific insights for the brand.

친환경 화장품 브랜드의 경험디자인 구성요소 사례 연구

The value of eco-friendliness which has been continuously increasing since the Industrial Revolution and rapid industrial development has reached a major turning point after the COVID-19 pandemic. In particular cosmetics which are products closely related to the body are not simply products applied to the body but can secure a competitive advantage when they satisfy consumers' eco-friendly values and experience elements. Therefore, this study is a study that analyzes eco-friendly cosmetics brands as components of experience design in line with changing consumer needs and the eco-friendly cosmetics brand market. Through prior research we looked into the research trends of eco-friendly cosmetics and experience design and derived experience design components for analyzing eco-friendly cosmetics brand cases. For balanced research the cosmetics brands subject to the case analysis were selected as top brands according to brand reputation big data analysis results and five brands were selected by company size and domestic/overseas. For the analysis a workshop was held with five service experience design experts. The study was conducted by adopting a closed card sorting method that classifies and analyzes the information provided in the five categories of experience design components (Sensory Perception experience, Feeling & Emotions experience, Intellectual Cognition experience, Behavior experience, and Social Relationship experience). Through case analysis it was found that eco-friendly cosmetic brands with high brand reputation and preference have all five components of experience design and meet the needs of consumers. Therefore in order to secure a differentiated competitive advantage for eco-friendly cosmetics brands it is important to establish a strategy that balances the components of experience design and the study is significant in that it can be used as a reference paper when planning eco-friendly cosmetics brands.

SNS화장품 광고에서 화장품구매행동, 소비성향, 외모관심도가 추천의도에 미치는 영향에 관한 연구 : 광고모델 매력성의 조절효과를 중심으로

The increasing use of social media is having a significant impact on online and offline purchasing behavior, as consumers share content they are interested in and exchange information. Businesses are responding to this shift by increasing their social media advertising, which has a positive impact on brand purchase behavior. This study aims to empirically investigate the influence of consumers' spending behavior and appearance interest on recommendation intention in cosmetics advertisements on SNS and the moderating effect of advertisement model attractiveness. For this study, an online survey was conducted among 568 consumers who have purchased cosmetics on SNS. SPSS 28.0 was used for statistical analysis, and factor analysis, reliability test, and multiple regression analysis were conducted. The results of this study were as follows First, the experience of purchasing cosmetics on SNS and the frequency of information acquisition were found to have a positive effect on recommendation intention. Second, spending behavioral attitudes such as sympathy and impulsivity were found to have a static effect on recommendation intent. Third, appearance orientation has a static effect on recommendation intention. Fourth, advertisement model attractiveness moderated the relationship between SNS cosmetics purchase frequency and YouTube cosmetics information acquisition frequency and recommendation intention, and advertisement model attractiveness moderated the relationship between impulsivity and appearance orientation and recommendation intention. The study found the propensity of splurge and agreeableness on spending behavioral suggests that consumers use social media to show off their social status and tend to imitate the behavior of others. In addition, the effect of appearance orientation on recommendation intention highlights the importance of appearance as a factor in consumer behavior. The moderating effect of advertisement model attractiveness suggests that it is important to consider the personality of the model to fit the cosmetics brand image when considering the influence of advertisement model attractiveness. This study aims to contribute to consumer behavior theory by deepening our understanding of the effectiveness of social media advertising and proposing an integrated model of recommendation intention formation. Future research should expand to a wider range of products to confirm the persistence of social media advertising effects. The results of this study can be used as a useful basis for companies to establish social media advertising strategies.

Strategi Pengelolaan Konten pada Akun Instagram @syca.official dalam Membangun Customer Engagement

Instagram plays a very strong role, especially in the era of digital marketing. There are many features that support the growth of a brand in an industry, particularly in the beauty industry. Beauty industry has a very ripid development, especially with the emergence of various new products that are increasingly tailored to Indonesian consumers. The rapid development of trends and cosmetic products makes digital marketing era increasingly popular. Moreover, currently social media, especially Instagram has supported influential trends in digital marketing. @syca.official has become one of the local cosmetic brands that has grown significantly and plays special role in this Indonesian beauty industry. Not only does @syca.official market products through digital campaigns, but it also serves as a community platform for women and beauty enthusiasts to share information, reviews, and support each other through their created content. Among the many local cosmetic brands that continue to grow, @syca.official stands out with its unique content concept and campaigns, thereby enhancing customer engagement. In executing this strategy, @syca.official employs several methods, starting from sharing more relevant content, optimizing content quality according to the target audience and current trends, structuring content flow based on consumer interests, and fostering a connection between the brand and its consumers.

Pengaruh Electronic Word of Mouth Melalui Media Sosial Tiktok Terhadap Minat Beli Produk Kosmetik Somethinc pada Mahasiswi di Jakarta

The cosmetic brand Somethinc has achieved various milestones since 2019. However, some of its products still experience low sales. To remain competitive, Somethinc needs to develop an effective marketing strategy, with electronic word of mouth on TikTok potentially serving as a solution. This study aims to assess the impact of electronic word of mouth through TikTok on the purchase intention of Somethinc products among female students in Jakarta. This research employs a quantitative approach, combining survey and observational methods, with data collected through a questionnaire. The results reveal a t-test significance value of 0.000 (p < 0.05) and a t-value of 12.121, which exceeds the critical value of 1.984, confirming the rejection of the null hypothesis and the acceptance of the alternative hypothesis. These findings indicate a significant effect of electronic word of mouth through TikTok on the purchase intention of Somethinc products. The coefficient of determination (R-squared) is 0.600, meaning that electronic word of mouth through TikTok accounts for 60% of the variance in purchase intention for Somethinc products, while the remaining 40% is influenced by other variables not examined in this study.

명품 화장품에 대한 관계혜택이 전환장벽과 브랜드 충성도에 미치는 영향 - 온라인 및 오프라인 소매업태의 조절효과를 중심으로

This research explores the impact of relational benefits, which are the advantages gained from a sustained relationship with a specific brand, on switching barriers and brand loyalty among female consumers aged 20 to 50 residing in China when purchasing luxury cosmetics. The research analyzes the influence difference between different retail formats online and offline, aiming to reveal the shifting psychological dynamics of consumers amid the latest changes in China's consumer market. Using SPSS and AMOS programs, data from 500 participants were analyzed, with a focus on seven types of relational benefits: experiential benefits, confidence benefits, special treatment benefits, convenience benefits, economic benefits, information benefits and risk reduction benefits. The results indicate that relational benefits significantly enhance switching barriers and brand loyalty, and these effects vary distinctly between online and offline retail channels. The findings offer valuable insights for luxury cosmetic brands to formulate effective strategies in the Chinese market.

RESEARCHING THE FACTORS AND BENEFITS IN INCREASING THE USE OF AI COLOR COSMETICS

<span lang="EN-US">The recent developments in smartphone technology and social media platforms have led to a growth in the popularity of artificial intelligence (AI) color cosmetics as an innovative solution to promote branded color cosmetics and improve consumer decision- making making, especially as a trial purpose. The objective of this research is to examine and analyze the factors that will increase and also the benefits resulting from AI Color Cosmetic Usage. The survey of research design was used to test the 8 research hypotheses. This research is using purposive sampling technique and data collected from 349 respondents. Furthermore, the research model was analyzed using PLS-SEM. The results of data processing show all significant hypotheses. It is proven that Body Esteem, Price Sensitivity, Social Media Addiction have positively influence on AI Color Cosmetic Usage, which in turn also positively inflluence Trust in Artificial Intelligence, eWOM Engagement, Consumer Satisfaction, Purchase Intention. The findings of this research is add to the empirical development of the literature on AI Color Cosmetic Usage and have managerial implications for promotion managers working for cosmetic brand as well as AI color cosmetics application developers who are attempting to advertise and reach a broader market segment</span>

The Influence of Inclusive Brand Image in Indonesian Cosmetic Products on Customer Loyalty

In recent years, cosmetic brands in Indonesia have shifted their marketing strategies to emphasize inclusivity, aiming to foster stronger customer loyalty. This shift includes the portrayal of diverse beauty standards and the inclusion of a wide range of skin tones and types in their product lines. Prior studies have demonstrated that an inclusive brand image significantly boosts brand trust and customer satisfaction. The research investigates the influence of an inclusive brand image in Indonesia’s cosmetic products on customer loyalty, focusing specifically on Generation Z consumers. By employing a quantitative research methodology, data was collected using online surveys distributed to 201 respondents aged 12-27 years. The study aims to explore the relationship between inclusive brand image and brand trust, customer satisfaction, and loyalty within the context of the Indonesian cosmetics market. Data analysis was conducted using descriptive statistics and PLS-SEM. The findings indicate that an inclusive brand image positively influences brand trust and customer satisfaction, which subsequently strengthen customer loyalty. Findings from this research are anticipated to provide insights that can help local cosmetic brands enhance their inclusive marketing strategies, thereby fostering a sense of acceptance and belonging among their diverse customer base and driving customer loyalty.

The impact of brand authenticity on brand attachment, brand loyalty, willingness to pay more, and forgiveness - For Chinese consumers of Korean cosmetic brands -

Despite the corona-virus pandemic, Korean cosmetics maintain brand attachment in the Chinese market. This study identifies critical influencing and outcome factors of brand attachment within this consumer phenomenon. Specifically, it investigates the relationship between Chinese consumers' perceived brand authenticity and brand attachment, brand loyalty, willingness to pay a premium, and forgiveness. To this end, it uses AMOS 21.0 to analyze data collected through a questionnaire, testing the research model. The study reveals several key findings. Firstly, it assesses brand authenticity based on the following five sub-factors: consistency, naturalness, originality, advertisement truthfulness, and reliability. According to the assessment results, originality shows the most significant impact, followed by reliability, consistency, and naturalness. Furthermore, brand attachment significantly enhances brand loyalty, willingness to pay a premium, and forgiveness toward the brand. Higher levels of brand attachment lead to increased brand loyalty. In addition, greater brand attachment correlates with consumers' increased willingness to pay more for products and greater forgiveness towards the brand.

TikTok influencers’ credibility and its impact on local cosmetic purchase intention

Influencer marketing has become a highly profitable strategy in today’s marketing landscape, with TikTok emerging as a significant platform influencing consumer behaviour. This study examines the impact of TikTok influencers on the Malaysian cosmetic industry, focusing on credibility traits (i.e., trustworthiness, expertise, and attractiveness) and their influence on consumers’ purchase decisions. Using a quantitative approach, data were collected via an online Google Form survey targeting female TikTok users aged 18 to 34, who are currently residing in the Greater Kota Kinabalu area. The study adjusts established measurement items for TikTok and analysed data using SmartPLS 4.0. Results indicate that the trustworthiness and attractiveness of TikTok influencers positively affect consumers’ intention to purchase local cosmetics, while expertise shows no significant impact, possibly due to the target audience’s age and familiarity with cosmetics. These findings have practical implications for cosmetic brands, highlighting the importance of trustworthiness and physical attractiveness in influencer endorsements, thus offering valuable insights for the cosmetic industry.

Branderpreneurship Framing Analysis of MSME Brand "Daviena Skincare"

Few MSME skincare and cosmetics brands focus on developing brand value to build their business. Among them is Daviena Skincare in Indonesia. This article examines Daviena's entrepreneurship-based brand development strategy using the Branderpreneurship Framing Analysis (BFA) methodology approach. BFA systematically traces and details the value development strategy according to the elements in BrandCoVD (Branderpreneurship's Circle of Values Development), namely identifying, creating, delivering, communicating, maintaining, evaluating, and renewing values. The analysis shows that as a startup that cannot afford influencers and celebrities like other skincare brands, Daviena Skincare utilizes social media with self-demo techniques by the owner and models to convince consumers of the unique advantages of its products. This communication technique provides a domino effect for consumer users to express their experiences through organic testimonials. This study can inspire other MSME and startup brands to develop their brand value with limited resources.

Research on overseas communication of China-Chic cosmetics brands from a cross-cultural perspective

Brand communication in overseas markets is a major trend in the development of domestic brands today, especially the cosmetics industry, which has shown strong vitality in overseas markets by creating "China-Chic" characteristic brands. In this paper, cross-cultural perspective was adopted, China-Chic cosmetics brands as the main research object, brand communication in overseas markets as the main research content. The current situation, motivations and difficulties of the overseas communication of China-Chic cosmetics brands was analyzed in the paper, then drew research conclusions. It provided effective guidance and support for how China-Chic cosmetics brands can occupy a place in the international market in the future.

Pengaruh Harga, Kualitas Produk, dan Promosi Terhadap Keputusan Pembelian Pada Konsumen Produk Nivea di Sidoarjo

This research wants to find out more about "The Influence of Price, Product Quality and Promotion on Purchasing Decisions of Nivea Product Consumers in Sidoarjo". The background for conducting this research is that there are many cosmetic brands competing to create beauty products with quality that guarantees consumers to make repeat purchases. The aim of this research is this research aims to determine together the influence of price (X1), product quality (X2), promotion (X3) on purchasing decisions (Y) for Nivea products. The research method used in sampling was a purposive sampling method with 100 respondents. The respondents of this research are consumers who have used Nivea products in the city of Sidoarjo. The instrument tests used in this research are Validity Test, Reliability Test, Multiple Linear Regression Analysis, T Test, F Test, and Determination. The research results show that price influences purchasing decisions, product quality influences purchasing decisions, and promotion influences purchasing decisions. Product quality has the most dominant influence on purchasing decisions.

Building good brand experience to sustain positive electronic word of mouth: the mediating effect of brand love

PurposeThis study examined the role of brand experience (BE) dimensions (behavioural, intellectual, sensory and affective) to predict electronic word of mouth (e-WoM) through the mediating effect of brand love (BL) in the Egyptian organic cosmetics context.Design/methodology/approachIn accordance with the non-probability convenience sampling procedure and through an online survey, the study collected 312 responses from female consumers who have used Egyptian organic cosmetics brands regularly within the past two years.FindingsThe findings revealed that BE has a significant direct positive effect on BL. BE has also had a significant direct positive effect on e-WoM. In addition, BL has a significant direct positive effect on e-WoM. Finally, BL is a significant mediator between BE and e-WoM.Practical implicationsThis study offered several managerial recommendations. By considering BE as a tool, organic cosmetics' brand owners and managers can effectively develop and implement various experiential marketing strategies to create a love for that brand and develop long-term relationships with consumers, which in turn will lead to positive e-WOM.Originality/valueThis is a new study that uses Fournier’s relationship theory to investigate BE on BL to predict e-WOM in the context of Egyptian organic cosmetics brands. New insights are provided for the mediating effect of BL between BE and e-WoM in the context of Egyptian organic cosmetics brands.

The local range of natural cosmetics: Consumer perceptions and assessments in Germany

AbstractNatural cosmetics offer the opportunity to reduce the environmental burden caused by the consumption of cosmetic products. This qualitative study analyzes the local range of natural cosmetics and related consumer perceptions and assessments in two case cities in Germany by applying a mixed‐method approach of store checks and the photovoice method. Results of the study show that there is only a limited match of the actual range and consumer perception for some types of retail businesses and a mismatch for product categories. Additionally, participants showed little awareness of the most common natural cosmetic certifications. Consumer assessments about the range of natural cosmetics were influenced by factors such as the arrangement of products in the shops and consumers' experience and knowledge about natural cosmetic brands. Retailers can use the study results in arranging natural cosmetics accordingly; companies can use it to emphasize branding, and policy‐makers can increase consumer knowledge about natural cosmetics.

화장품 브랜드 디자인 콜라보레이션이 소비자 구매의도에 미치는 영향 연구

In recent years, brand collaboration products have become increasingly popular among young consumers. Amid fierce competition in the cosmetics market, cooperation between brands has emerged as a novel marketing model. Companies introduce sentiment-driven collaboration products to enhance consumer brand preference and stimulate purchase intentions. This study aims to define the concept, purpose, and types of multilateral collaborations for cosmetics brands, drawing on previous studies, and analyze the factors influencing consumers' purchase intention. This study selected Innisfree’s design collaboration, which is gaining popularity in China, as the focal point. Awareness and preference for brand design collaborations were identified, and their effect on consumers' purchase intentions was analyzed. In addition, the study also exploited the mediating relationship by examining the correlation between the type of cosmetic brand design collaboration, brand preference, and consumer purchase intention. The results indicated that character collaboration, art collaboration, and brand collaboration all positively impacted consumers' purchase intentions in the context of cosmetics brand design collaboration.

Study on Association of Brand Identity Showing Limited Edition of Cosmetics: Focusing on domestic cosmetics

This With rapid changes in cosmetics market, a marketing strategy for brand survival has become essential. Under these circumstances, a limited edition could be a useful means to convey brand identity to consumers effectively. This study aimed to investigate the types of limited edition cosmetics and brand identity and analyze how brand identity is associated in the limited-edition package. For this, domestic cosmetics brands with high brand awareness and sales, which have been releasing limited editions ‘Sulwhasoo’, ‘The History of Whoo’ and ‘HERA’ were chosen. Through analysis of previous studies, a visit to their websites and a web search, the identities of the three cosmetics brands and limited edition packages for the past 5 years were divided by type. Then, cases were analyzed and reviewed by visual factor, and the results found the followings: First, the concept of each brand was used in designing a limited edition. Second, visual factors were efficiently applied to limited editions, having an influence on identity association. Third, even though colors varied depending on a type of the limited edition package, they were best used according to purposes and characteristics, associating image and identity colors according to each brand concept. As stated above, it was possible to associate brand identity in the concept and design of limited-edition cosmetics. It is anticipated that the study results would be helpful in studying relationships between limited editions and brand identity.