Cosmetic Brands Research Articles

BLUEMERCURY-WEBSITE

Abstract: In the ever-evolving digital realm, cosmetic websites represent a pivotal intersection of consumer behavior, brand identity, and online engagement. This comprehensive study delves deep into the multifaceted landscape of cosmetic websites, offering an in-depth analysis of their evolution, user experience strategies, and brand engagement tactics. Through an extensive review of existing literature, this research illuminates the intricate interplay between user interface design, content presentation, and interactive features, unraveling their profound influence on consumer perceptions and behaviors. By examining case studies and empirical data, it seeks to unveil the underlying trends that shape the online presence of cosmetic brands, shedding light on effective strategies for capturing audience attention, fostering trust, and driving conversion. Drawing upon a diverse range of methodologies, including quantitative analysis, qualitative research, and comparative studies, this investigation strives to provide a nuanced understanding of the digital marketing landscape within the cosmetics industry. It identifies emerging patterns, challenges, and opportunities inherent in cosmetic website development and optimization, offering practical insights and actionable recommendations for industry practitioners .

Research on the Overseas Communication Image of Chinese Cosmetic Brands-Case Study of Florasis and Perfect Diary

The overseas expansion of Chinese brands and the presentation of their video advertisements has been a crucial topic in media studies. Researchers have found that more and more Chinese companies are expanding abroad in the context of economic globalization, yet there is still a research gap on the issue of advertising in overseas markets. Therefore, this paper aims to further analyses the similarities and differences in advertising presentation between two Chinese local cosmetic brands, Florasis and Perfect Diary with a particular focus on their advertisements on overseas online platforms. The comparative study reveals that there are significant differences in the brand images established by the two brands in overseas markets. The advertisement of Florasis has distinctive Chinese cultural characteristics and expresses the concept that "the national is the global", which reflects the unique cultural specificity in the international market. In contrast, Perfect Diary's advertising is integrated into the international market without Chinese traces, which shows its ambition to compete with other world-renowned brands.

Breaking stereotypes: investigating the dynamics of male celebrity endorsements in China’s cosmetic industry

PurposeMale celebrities are increasingly being chosen to endorse female cosmetic brands by marketing managers, yet this practice has not received sufficient scholarly attention. This study aims to explore the dynamics of male celebrities endorsing cosmetic brands.Design/methodology/approachThe study employs the netnography approach to collect data from an online community.FindingsThe study contributes to the marketing literature by providing a conceptual framework of male celebrities endorsing cosmetic brands, highlighting the key attributes that contribute to the effectiveness of these endorsements, the evolution of relationships between fans, celebrities and brands, the features of this dynamic relationship and the influence of male celebrity endorsements on fans’ purchase decisions.Originality/valueThis research sheds light on an emerging trend in the marketing industry and provides valuable managerial insights for marketers seeking to effectively use male celebrity endorsements to promote female cosmetic brands.

Investigation of Potentially Toxic Elements (PTEs) Concentrations in Natural and Synthetic Product Cosmetics Used in Lagos, Nigeria

The use of cosmetics in their various forms has been historical and still trending. Potentially toxic elements (PTEs) have been found to be critical constituents of these cosmetics, though as either functional ingredients or as impurities. This has raised health concerns such as; in kidney failures, heart diseases and birth defects. This study investigate the presence and levels of certain indexed PTEs in both natural and synthetic cosmetics and their associated health implications on users in Lagos State, Nigeria. Three natural product cosmetics namely; palm kernel oil (PKO), shear butter and ‘tiro’ labelled as NC1, NC2 and NC3 respectively, and five brands of synthetic product cosmetics (SPCs) labelled as SC1, SC2, SC3, SC4 and SC5 were selected for analysis based on questionnaire response to cosmetic use among Badagry women. The metal analysis done using ICPOES showed that NC3 is PTEs laden; Mn (38.132 + 8.195) ppm, Ni (42.04 + 2.331) ppm, Pb (65.341 + 3.064) and Zn (92.89 + 6.62) ppm. Mn concentration is the highest amongst all the SPCs, ranging from 17.56 + 2.09 ppm to 29.04 + 0.012 ppm. Ni concentration ranged from 0.506 + 0.073 ppm to 9.88 + 1.43 ppm. The presence of these PTEs could be attributed to unintended contamination from raw material or product processing, or deliberately added as part of the required ingredients as in the case of some synthetic cosmetics. The level of PTEs in the synthetic cosmetics were below the permissible limits set by WHO. However, the risk of bioaccumulation exists due to continuous use over time.

Competitiveness Strategy of South Korean Cosmetic Brands: Current Practices and Opportunities for Russian Cosmetic Brands

This study analyzes place, trends and competitiveness of the South Korean cosmetics brands to identify opportunities for the Russian cosmetics brands, whose country has suffered from a large trade deficit in the cosmetics industry despite the government’s vigorous attempts in implementing import substitution policies. We constructed the econometric models (with ordinary least square, weighted least square and robust least square estimators) of the cosmetics brands’ competitiveness by employing the endogenous factors of Porter’s diamond model, which are comprised of firm factor conditions, demand conditions, related and supporting industries, and strategy, structure and rivalry. From the regression analysis, it is revealed that the brand diversification, expansion of e-commerce sales and improvement of governance quality are factors that drive up sales revenues of a cosmetic company. The follow-up comparative analysis between Russian and South Korean companies allowed us to substantiate that the main factors causing the gap between Russian and South Korean cosmetic brands are e-commerce strategies and the efficiency of the governmental system. Russian cosmetic companies should construct stable global and domestic supply chain and expand contact points with foreign customers through big data analysis and development of customized product portfolio. Furthermore, the government is recommended to implement digital services and construct a data-sharing ecosystem to enhance efficiencies of the business process.

The Role of Brand Loyalty in The Relationship Between Marketing Through Social Media to Purchase Intentions of Cosmetic Products: The Perspective of Female College Students in Makassar City, Indonesia

Female College Students are a interesting market for the cosmetic industry in marketing their products. This study aims to identify the effect of social media marketing activity on the purchase intention of cosmetic through brand loyalty. The respondents of this study were female university students in Makassar City, South Sulawesi Province, Indonesia, who were followers of cosmetic brand social media accounts. The research hypothesis was analysed using Structural Equation Modelling using SPSS_AMOS 23 program. The results based on 288 samples showed that social media marketing directly had a significant effect on cosmetic brand loyalty, brand loyalty directly had a significant impact on purchase intentions of cosmetic products, marketing through Social media does not have a substantial effect on the purchase intention of cosmetic products, marketing through social media has a significant impact on the purchase intention of cosmetic products through brand loyalty. These results indicate that although marketing through social media does not substantially impact female college students' purchase intentions, this effect will be significantly mediated by loyalty to cosmetic brands. Therefore, brand loyalty needs to be appropriately managed to increase the purchase intention of cosmetic products among female college students in Makassar City, Indonesia.

CILOS-WASPAS approach based on Schweizer–Sklar power operators for evaluating cosmetic brands in a group decision-making environment

CILOS-WASPAS approach based on Schweizer–Sklar power operators for evaluating cosmetic brands in a group decision-making environment

Analysis of Consumer Buying Behavior for Beauty Brands in Amravati City

This research report sought to understand the process by which consumers select cosmetic products. In order to gather information for this study, which was carried out in Amravati City, 100 respondents were surveyed. The personal care industry has enormous unrealized potential and is vital to the country's economy. One of the biggest consumer industries in the nation is the personal care industry. Large companies have established themselves in this market over the past few years as a result of the Indian consumer's rising purchasing power and disposable income, which has driven the industry's phenomenal growth. During the data analysis phase, it was discovered that the majority of respondents were female and that the majority of them had purchased beauty items to apply on their faces. It was discovered that the majority of respondents had chosen different brands of cosmetics and it was discovered that the price aspect was what drove consumers to purchase their cosmetic items. It was observed that the Permanent Store was where the responders were buying their cosmetics. To increase sales, the business should concentrate on serving housewives and professionals and draw in more customers, the company should expand its line of male beauty products, boost the amount of herbal ingredients, and run aggressive advertisements including celebrity endorsements. A corporation should evaluate its historical financial performance and develop marketing and business plans to strengthen its brand and expand its market segments in accordance with consumer demands. Thus, this study contributes to our understanding of the constantly shifting preferences and buying habits of the female market for beauty products. We can therefore conclude that in order to encourage female clients to purchase beauty products, retailers need specifically target them.

The Influence of Personal Branding, Influencer Endorsement, and Customer Engagement on Brand Affinity in the Cosmetics Industry in Indonesia

This quantitative study explores the influence of personal branding, influencer endorsement, and customer engagement on brand affinity within the cosmetics industry in Indonesia. A sample of 176 cosmetic consumers was surveyed, and data were analyzed using structural equation modeling (SEM) with partial least squares (PLS) path analysis. The findings reveal significant positive relationships between personal branding, influencer endorsement, customer engagement, and brand affinity. Specifically, personal branding and influencer endorsement were found to have strong positive effects on brand affinity, highlighting the importance of cultivating a distinct brand identity and leveraging influencer partnerships to resonate with consumers. Additionally, customer engagement emerged as a critical determinant of brand affinity, underscoring the value of fostering meaningful interactions and experiences with consumers. These findings provide valuable insights for cosmetic brands seeking to enhance consumer perceptions and behaviors, drive brand loyalty, and achieve long-term success in the Indonesian market.

The Role of Virtual Experiential Marketing and Brand Trust on Brand Loyalty

The purpose of this study is to analyze the role of virtual experiential marketing and brand trust in brand loyalty among virtual try-on cosmetic filter users in Indonesia. An online tool made using Google Forms and shared on social media was used to perform the research. SEM-PLS was the statistical method employed to examine 287 convenience sample data. The results showed that virtual experiential marketing has a positive impact on brand loyalty, and brand trust has a positive impact on brand loyalty. The study recommends the most effective indicators of virtual experiential marketing, identifying external factors that influence a cosmetics brand's strategy in Indonesia in forming trust and loyalty, and using the virtual try-on filter feature to build trust through positive virtual experiences.

Analysis of Laneige Marketing Communication Strategy on Tokopedia and Shopee

The current state of internet access has proven to have apparent beneficial impact across a wide range of sectors, particularly in the e-commerce scene. Laneige, a leading cosmetics brand, effectively employs the digital landscape to broaden its market reach via e-commerce sites such as, Tokopedia and Shopee. Through qualitative descriptive analysis, reveales that Laneige effectively develop its brand image and boost sales performance by systematically adapting marketing strategies to each platform's unique qualities. This strategic alignment is achieved by thorough execution of the 4P framework (Product, Price, Place, Promotion). The results show that through the Shopee platform, Laneige has leading sales numbers when compared to sales numbers on Tokopedia. On Shopee, Laneige targets consumers with attractive visuals, short videos that are informative, a comprehensive description in the description column, and competitive prices. In addition, the use of the "Shopee Mall" feature and strong promotions also add more value in contributing to their success in selling their products through this platform. Laneige's success through the Shopee platform shows the use of effective communication strategies in understanding the characteristics of the platform and its users. The right marketing method, supported by a good promotional strategy, is able to strengthen the brand image and sales success of Laneige products in the e-commerce market.

INFLUENCE OF EMOTIONAL MARKETING ON CUSTOMERS’ IDENTIFICATION WITH CHINESE LOCAL COSMETIC BRANDS

In the era of social media, brands are increasingly adopting emotional marketing strategies to enhance their competitiveness in the market. In brand marketing, incorporating emotional elements allows for better satisfaction of consumers’ psychological and emotional needs. People always find it hard to forget emotions that touch their hearts, or the feelings evoked by someone. Emotional marketing, as a non-traditional marketing strategy, can assist businesses in engaging in deeper communication with customers and establishing meaningful relationships, thereby inspiring their identification. Enhancing customer identification with the brand is crucial for the long-term development of an enterprise. This article seeks to provide an in-depth understanding of how emotional marketing affects customer identification with Chinese local cosmetics brands. Employing a quantitative approach, this study sampled 468 participants from online consumers of Chinese local cosmetics. Structural Equation Modeling (SEM) was utilized as a data analysis technique. The results of the study indicated that emotional marketing had a positive and significant impact on customer identification.

Особенности наименования косметической продукции в виртуальных немецкоязычных рекламных текстах (на материале сайтов производителей косметики)

Advertising is constantly developing as it attempts to keep pace with the ever-changing reality. German producers of cosmetics advertise their brands in German-language online magazines, and these ads often reflect the current changes at the language level. The authors identified and described the current naming methods and patterns in online advertising of German cosmetic brands. The naming strategies followed the rapid global changes and adapted to the constantly emerging new cosmetic products. The most recent nominations proved to be structurally and semantically diverse. Along with the typical German word-formation, they demonstrated some novel methods, which indicated the most recent transformations in the language. The modern German cosmetic advertising is subject to the process of neologization. While each neoplasm adds to the linguistic expressiveness of the language in general, it increases the reader’s involvement in each particular ad. The neologisms were coined in line with German as well as English patterns while some were combinations of them both.

Consuming queerness: Jeffree Star and the paradox of profit and pleasure in the queer male beauty influencer

ABSTRACT Chen and Kanai (2021) raise debates about a privileged subset of gay men occupying the beauty space as equal, if not more compelling, in fulfilling contradictory postfeminist demands of authenticity and femininity. The suggestion is that queer beauty influencers can embody idealistic postfeminist traits without the stigma a woman may face for doing the same. This paper explores a counterargument for this performance of hybridised gender and sexuality, in that the repetition of gender performatives through the queer body is an attempt to ‘re-present’ the social media beauty sphere through a queer lens where wearing makeup is an act of resistance. Using the influencer and makeup brand owner Jeffree Star as a case study, I argue that the queer beauty influencer exists as a body for fantasy projection, with makeup acting as the mediator for affective transference to bestow the audience with the transformative effect of queer resistance. However, the influencer and audience become bound back to the neoliberal ideals from which they attempt to break free. In positioning their own brand of cosmetics as a conduit through which their audience can obtain a sense of queer resistance, it ties the influencers and their audiences back to a capitalist framework.

Study on the Development Path of Cosmetics in China

With the improvement of economic level and the change of people's consumption concept, cosmetics have become an essential item in people's life, which led to the outbreak of the personal care industry of cosmetics and provided the soil for private business. With the development of China's economy and the improvement of consumption capacity, since the millennium, domestic cosmetics brands have begun to rise, especially as the post-90s and post-95s become the main consumers, China-Chic consumption has become a trend, Since 2016, a large number of cutting-edge brands (such as Huaxizi and Perfect Diary) have emerged to promote the comprehensive rise of domestic products, breaking the long-standing pattern of foreign brands leading the beauty and personal care market. Therefore, China's cosmetic market has made remarkable progress in recent years, and more and more Chinese brands are loved by people, thanks to the rapid development of the Internet, which has indirectly led to the live bandwagon. This paper will introduce the market scale of Chinese cosmetics in detail, as well as discuss the current situation and problems of the development of Chinese cosmetics. Finally, the paper will illustrate the development path and outlook of China's cosmetics in terms of investment in research funding and digital transformation.

Вербальные инструменты глокализации рекламных трендов (на примере рекламы российских брендов экокосметики)

In the paper, on the example of the trend towards environmental friendliness, the specifics of the glocalization of modern advertising trends are considered. The authors proceed from the hypothesis that current social trends exploited by advertising discourse should be subjected to national customization. Glocalization is considered as the only way that ensures the effectiveness of global marketing processes. According to the authors, universal trends in different national linguistic and cultural communities will differ: the dynamics of globalization is constantly reinterpreted at the local level, leading to interpenetration of the global and the local. Thus, in advertising discourse, glocalization becomes a communication strategy that enhances the attractiveness of the product or service being promoted. The study of communication strategies used in the framework of adaptation activities in the foreign market is one of the important aspects of this issue, no less important is the consideration of the process of glocalization of global marketing trends – taking into account the value identity of a particular society. Current world trends at the local level undergo cognitive glocalization, which is objectified in language. In the case of the material selected for analysis (advertising of eco cosmetics), glocalization is carried out at all levels of the advertisement text (naming, the advertisement message itself, information on the package, etc.) through certain language tools. So, among the most frequent ones the authors note the use of place names, an appeal to precedent phenomena, stylization as folk poetic speech and some others, more specific means. The material for the study was the names and logos of Russian brands of natural cosmetics (more than 500), as well as more than 130 advertisement and PR texts that position and promote the products of Russian cosmetic eco-brands. During the study, the following set of methods was used: descriptive, analytical, functional, pragmatic, semiotic, complex intertextual analysis, as well as methods of systematization and classification.

The Perception of Cosmetic Brand Names among Saudi Consumers: Implications for Intercultural Advertising

As the global cosmetics market expands rapidly, the importance of cultural sensitivity in advertising becomes evident. However, certain brand names used internationally may unintentionally offend specific audiences due to linguistic and cultural differences. This study examines the perceptions and attitudes of 770 Saudi individuals toward brand names deemed inappropriate or provocative within the Saudi sociocultural context. The research aims to shed light on the implications for intercultural advertising targeting Saudi consumers. The findings reveal strong negative reactions to brand names with sexual references, with respondents using terms such as "disgusting," "shocking," and "shameless" in their descriptions. The study also highlights the impact of these names on religious and moral values cherished in Saudi society. The implications for international cosmetic companies targeting Gulf consumers include careful consideration of name translations and connotations in Arabic-speaking markets, involvement of local expertise in advertising campaigns, and enhanced cultural sensitivity training for marketing professionals operating abroad. This research contributes to the understanding of intercultural advertising and provides insights for improving cultural competence in English language education, particularly in the context of teaching English for advertising. By raising awareness of these issues, appropriate choices of brand identifiers can be discussed to benefit both businesses and target audiences.

Sustainability: The Green Cosmetic Brands for Eco-Friendly Transformation

Sustainability: The Green Cosmetic Brands for Eco-Friendly Transformation

How do leading Japanese cosmetic brands use consumer culture positioning strategies in China? Investigating six Japanese brands’ advertisements on Weibo

China is the world’s second-largest cosmetic market and is dominated by foreign brands. However, little is known about Japanese cosmetic brands marketing communication in China. Consumer culture positioning is deemed a promising framework for understanding international advertising. This study examines six Japanese cosmetic brands’ consumer culture positioning (CCP) strategies in their global advertisements to see how they implement CCP strategies in China. 756 video-format ads were collected from their official accounts on Weibo. Content analysis was conducted to analyse how ad executional elements communicate CCP strategies. Results show that these Japanese brands generally implement mixed CCP strategies, but that certain ad executions focus on a specific singular CCP strategy. The results document CCP strategies in international advertising practices, offering essential insights into what advertising executional elements can be employed to communicate different CCPs for cosmetics in China. Important theoretical and practical implications for marketers are also discussed.

The Study of Artificial Marketing tools used in Indian Cosmetic Industry and its impact on Consumer Behaviour

This research paper investigates the profound influence of Artificial Intelligence (AI) marketing tools on consumer buying behaviours within the burgeoning landscape of the cosmetic industry. With technology becoming increasingly intertwined with beauty and personal care, this study aims to dissect the multifaceted relationship between AI interventions and consumer choices.
 Through a comprehensive review of existing literature, the research seeks to identify patterns and trends in how AI-driven marketing strategies shape the decision-making processes of cosmetic consumers. The study focuses on a spectrum of AI tools employed in the industry, including virtual try-on experiences, personalized product recommendations, and AI-powered chatbots, exploring their impact on consumer perceptions, preferences, and purchasing decisions.
 The descriptive analysis will unveil the nuances of how AI algorithms interpret and respond to individual consumer data, tailoring marketing strategies to align with diverse beauty preferences. Furthermore, the research will explore the role of augmented reality in transforming the cosmetic shopping experience, offering consumers a virtual lens into product usage before making informed choices.
 By shedding light on the intricate interplay between AI marketing tools and consumer behaviours in the cosmetic industry, this paper aims to provide valuable insights for cosmetic brands, marketers, and policymakers. Understanding the dynamics of this relationship is crucial for the industry's stakeholders as they navigate the evolving landscape of beauty and technology, ensuring that AI interventions not only meet consumer expectations but also contribute positively to the overall cosmetic purchasing experience.