Cosmetic Companies Research Articles

Impact of Ethical Marketing Practices and Health Consciousness on Cosmetics Consumer Attitude and Purchase Intention: Evidence from Vietnam

This study investigates the impact of ethical marketing practices and health consciousness on consumer attitudes and purchase intention for cosmetic products in Vietnam. A self-administered survey was conducted in August 2023 to collect data for our study. We received 250 valid responses after four months. SPSS software version 20 was employed for data analysis. Results showed that among three factors that affect consumer attitude, health consciousness played the most critical role, followed by product fairness and price fairness. Moreover, the attitude was confirmed in our study to affect the purchase intention of Vietnamese cosmetics consumers significantly. Our findings implied that cosmetic companies should tailor ethical marketing strategies to meet the preferences of Vietnamese consumers and boost their purchase intention.

Digital Transformation Governance Model and Implications for Cosmetic Companies: A Case Study of LOreal

Abstract: As digital technology advances, more companies are undergoing digital transformation, leading to benefits and profits. The cosmetics industry is also following this trend. This study aims to explore the governance model of cosmetic companies during digital transformation and its impact on the development of the industry, using LOreal as a case study for in-depth analysis. By examining LOreals digital transformation case study, this paper reveals the key initiatives and impacts of digital transformation in the cosmetics industry. Specifically, the paper examines LOreals digital transformation initiatives in virtual reality applications, supply chain and operations optimisation, e-commerce platforms and AI product innovation, and analyses the positive impact of these initiatives on the company's business, customer experience and market performance. The study also offers some recommendations for cosmetic companies to address the challenges and risks that may arise during the digital transformation process. By analysing LOreals digital transformation experience in depth, this paper provides a valuable reference for the cosmetics industry to guide other companies to succeed in digital transformation and enhance the overall competitiveness of the industry.

The Impact of Word of Mouth and Customer Satisfaction on Purchase Decisions: The Role of Maslahah as an Intervening Variable in the Cosmetic Products Industry in Indonesia

This study investigates how Word of Mouth (recommendations), Customer Satisfaction, and perceived Maslahah influence Purchase Decisions in the cosmetic product consumption context in Indonesia. Structural Equation Modeling with Partial Least Squares (SEM-PLS) was employed to analyze data from 450 respondents. Results indicate that Word of Mouth significantly influences Purchase Decisions (β = 0.350, t-stat = 5.698, p < 0.000), suggesting positive recommendations increase the likelihood of product purchase. However, Word of Mouth slightly diminishes the perception of product Maslahah (β = -0.122, t-stat = 1.835, p = 0.067), implying positive recommendations may marginally affect perceived maslahah. The indirect effect of Word of Mouth on Purchase Decisions through Maslahah was also marginal (β = -0.044, t-stat = 1.829, p = 0.068). Customer Satisfaction significantly enhances the perception of product Maslahah (β = 0.720, t-stat = 11.309, p < 0.000) and influences Purchase Decisions through Maslahah (β = 0.263, t-stat = 7.194, p < 0.000), yet direct impact on Purchase Decisions was insignificant (β = -0.002, t-stat = 0.044, p = 0.965). Moreover, perceived Maslahah significantly affects Purchase Decisions (β = 0.366, t-stat = 7.586, p < 0.000), highlighting its role in consumer decision-making. Overall, findings deepen understanding of how Word of Mouth, Customer Satisfaction, and perceived Maslahah shape consumer behavior in purchasing cosmetics. Marketers can utilize these insights to leverage recommendations, enhance satisfaction, and communicate product benefits effectively to influence consumer decisions, thereby enhancing market position and competitive advantage for cosmetic companies.

Analysis of Financial Performance in Cosmetics Industry Companies Listed on the Indonesian Stock Exchange

This study aimsto assess the financial performance of cosmetic companies listed on the Indonesia Stock Exchange during the 2017-2022 period using financial ratios with a quantitative method. The data used is secondary data. The sample consists of 5 companies selected using purposive sampling technique based on certain criteria. The results of the study show that the liquidity ratios (Current Ratio and Quick Ratio) are in good condition, while the solvency ratios (Debt To Asset and Debt To Equity), activity ratios (Fixed Asset Turnover and Total Asset Turnover), and profitability ratios (Return On Asset and Return On Equity) are in poor condition. Keywords: Financial Statements, Financial Performance, Financial Ratios.

The Post–World War II Rise of AmorePacific: Women’s Labor, South Korea’s Cosmetic-Product Industry, and the Park Chung Hee Regime of 1961–1979

Abstract AmorePacific, the creator of renowned product lines such as the Color Control Cushion Compact, Laneige, and Sulwhasoo, stands prominently among the top ten global cosmetic companies, epitomizing the pinnacle of “K-beauty.” This article delves into how K-beauty, beyond its contemporary global allure, is deeply rooted in the historical and politico-economic landscape of the Park Chung Hee regime (1961–79). Through an examination of AmorePacific’s extensive archives, the article traces the company’s development, highlighting its pivotal role in shaping South Korea’s cosmetics industry since 1945. The evolving history of AmorePacific provides a lens to explore the often-overlooked roles of women in an industry previously characterized by underground trafficking, post exchange (PX) stores, and counterfeit production. As AmorePacific navigated new economic policy and rigorous rhetoric under the Park regime, Korean women began to assume new economic and sociopolitical roles, including in factory work, as door-to-door salespeople, and as models and moral consumers in state-led campaigns. Thus the work of women was vitally involved with AmorePacific, the nation’s growing cosmetic-product industry as a whole, and the Park regime’s stringent regulation of South Korea’s extensive black market, which was critical to its economic formalization.

The Influence of Product Design and Beauty Vlogger Review on Serum Products Purchasing Decisions

In Indonesia, facial care has become a daily routine for women. The research was conducted in the city of Denpasar, the center of government, commerce, and culture in Bali, to understand the impact of product design and beauty vlogger review on serum purchase decisions amid increasing competition in the cosmetics industry. The problem formulation is, does product design influence product purchasing decisions? Does the beauty vlogger review affect the product purchase decision? Does product design and beauty vlogger review influence product purchasing decisions? The research method used was quantitatively descriptive, using surveys with research questionnaires, involving 100 respondents to collect data on serum purchase preferences. The research was analyzed using a double linear regression analysis method, then the data was processed using the help of SPSS software version 29. The results of the test on this study showed that the product design significance value is <0,001 < 0,05, the value of the beauty vlogger review significance is <0,001 < 0.05, so based on data analysis that product design and beauty vlogger review have a significant positive influence on the purchase decision of serum products in the City of Denpasar. In conclusion, attractive product design and positive reviews of beauty vloggers are important factors that influence serum purchase decisions, providing important insights for cosmetics companies in designing effective marketing strategies.

Local Halal Cosmetics: How Halal Certification, Brand Image and Influencers Shape Purchase Decisions

This study explores the factors influencing consumer decisions to purchase Somethinc cosmetics, with a focus on the effects of halal certification, brand image, and influencer endorsements. Utilizing a quantitative approach, data was collected through surveys from 179 consumers who have purchased or used Somethinc products. The sample was selected using purposive sampling, and data analysis included validity, reliability, classical assumption tests, hypothesis testing, and multiple linear regression. The results indicate that Muslim consumers are particularly cautious about choosing cosmetics that align with both their beauty needs and religious values. Influencer recommendations, halal certification, and a positive brand image significantly impact purchasing decisions. These findings provide valuable insights for cosmetic companies like Somethinc, suggesting that improving product quality, building a strong brand, and collaborating with relevant influencers can effectively reach and engage a broader consumer base.

Analysis and Modelling for Industrial Energy Efficiency in the Cosmetics Industry: A Real Industrial Case in an Italian Manufacturing Company

Economic and environmental issues translating into energy costs and pollution within the production environment are increasingly attracting attention. Industrial Energy Efficiency (IEE) is gaining ever-higher importance within production environments. Since cosmetic consumers and companies are becoming increasingly sensitive to sustainability, the cosmetic field is working to reduce the environmental and social impact along the whole supply chain. Furthermore, IEE actions in business processes can lead to several medium- and long-term economic and environmental benefits. This paper is the first work in the literature presenting a real-case application of energy analysis and modeling to achieve better energy performances in a cosmetics production process. Thus, in the body of knowledge, it contributes by providing a real case of good practice to be benchmarked for future IEE interventions in cosmetics manufacturing processes. The work has been conducted by analyzing the production process’s energy consumption and developing an energy model of a selected machine (i.e., a turbo-emulsifier). The analysis and modeling performed aimed at assessing the different operational phases of the machine and evaluating the different behaviors of the data. Finally, the results allowed us to propose possible improvements to be applied to the production process to achieve better energy performances.

A Study of Modern Indian Cosmetic Products’ Advertisements with special reference to the Sadharanikaran Model of Communication

This article presents a study of modern Indian cosmetic products’ advertisements taking Adhikary’s Sadharanikaran Model of Communication (SMC) as a theoretical framework. In this context, a content analysis through YouTube Channels was carried on first three Indian cosmetic companies’ advertisements published by F6S Community on June 27, 2024, and another first three Indian cosmetic companies or brands published by Cashaly on March 20, 2024.The attempt to relate the SMC was seen as a finding in the research work through the languages, colours, gender, comments and views of the chosen advertisements on their YouTube Channels.

PENGARUH CURRENT RATIO (CR), DEBT TO EQUITY RATIO (DER), DAN RETURN ON ASSET (ROA) TERHADAP NILAI PERUSAHAAN PADA SUB SEKTOR KOSMETIK DAN KEPERLUAN RUMAH TANGGA YANG TERDAFTAR DI BEI

Examining the impact of the Current Ratio is the goal of this associational investigation. This analysis makes use of secondary data derived from the financial records of the Cosmetics and Utilities Company Sub-Sector. A company's equity, debt, total assets, net profit, and current and non-current assets are all detailed in its financial statements. From 2018 to 2022, we surveyed residences using a purposive sampling strategy. Multiple linear regression, t-test, correlation coefficient, coefficient of determination, and classical assumptions were among the analytical procedures used to investigate the connection between X1 and SPSS v.26. The results show that X1 and X2 do not affect the value of the business as they are both more than 0.05. Rent On Asset (X3) values below 0.05 however have an effect on the value of the company

The Influence of Brand Experience, Brand Trust, and Perceived Value on Brand Loyalty of Maybelline Products in Surabaya

The current era of technological advancement has significantly changed various aspects of human life, including behavior patterns and lifestyles. Lifestyle changes that were initially cosmetic and used only on special occasions have now become daily necessities, leading to diverse demands for cosmetics and intense competition. This situation presents both opportunities and challenges for cosmetic companies. This study aims to determine how brand experience, brand trust, and perceived value affect brand loyalty of Maybelline products in Surabaya.The research method employed is quantitative research, with a sample size of 102 respondents who filled the sample criteria. Sampling was conducted using the Purposive Sampling technique, with the criteria being female, Maybelline product user, having made at least two purchases, and residing in Surabaya. Data analysis in this study utilized SEM-PLS. The results indicate that Brand Experience, Trust, and Perceived Value positively influence Brand Loyalty towards Maybelline products in Surabaya. The research method employed is quantitative research, with a sample size of 102 respondents who filled the sample criteria. Sampling was conducted using the Purposive Sampling technique, with the criteria being female, Maybelline product user, having made at least two purchases, and residing in Surabaya. Data analysis in this study utilized SEM-PLS. The results indicate that Brand Experience, Trust, and Perceived Value positively influence Brand Loyalty towards Maybelline products in Surabaya.

The Effect of Innovation Efficiency to the Cosmetics Industry

With the development of technology, the improvement of people's requirements and the harder competition of cosmetics companies, continuous innovation has become one of the key capabilities of to occupy the market in the cosmetics industry. This paper mainly introduces how to improve the development status of cosmetics companies by improving innovation efficiency and uses the ratio of the number of patents to R&D expenses to measure innovation efficiency. By analysing the financial statements of L'Oreal Paris, Estee Lauder, Shiseido, Procter& Gamble and Beiersdorf, we conclude that companies with higher innovation efficiency are in the better business condition. Through our analysis, we point out that cosmetics companies should focus on innovation while cutting unnecessary costs and improving efficiency to improve their business conditions.

The Role of Virtual Try-On Augmented Reality of Cosmetic Products on Purchase Intention Mediated by Brand Trust

This study investigates the impact of Augmented Reality (AR) features, particularly Virtual Try-On (VTO), on purchase intention through brand trust in the context of cosmetic products in Indonesia. The research uses a quantitative approach with a sample of 274 respondents from various cities and provinces in Indonesia. Data analysis was conducted using SmartPLS 3 software, which shows a positive influence of AR on purchase intention mediated by brand trust. The findings indicate that AR Content Quality and AR Service Quality positively affect purchase intention through brand trust. This study provides valuable insights for the cosmetic industry in Indonesia, emphasizing the importance of AR features in enhancing consumer purchase intentions and brand trust. The research highlights that the effective implementation of AR can be a successful strategy for cosmetic companies to increase consumer engagement and loyalty, and drive market growth through technological innovation that aligns with current consumer needs and preferences.

The Frequency Ranking of Occurrence of Individual Ingredients in Hair Care Cosmetics Available on the Polish Market

The Polish market of cosmetics is highly rich in different types of hair care preparations. A great number of Polish and foreign cosmetic companies and brands mean that finding care products ideal for a given person should be trouble-free. Unfortunately, a wide selection is both an advantage and a problem when a customer is doubtful about how a given cosmetic can work and what an individual’s hair really needs. Reading the composition of cosmetics, the potential user can recognize the needs of their skin or hair, which affects taking more conscious care and choosing the right cosmetics with more attention. This article assesses which ingredients and types of ingredients are present in the largest number of preparations and in the highest positions in the composition. This is a comparison of ingredients present in the largest amounts between four groups of hair cosmetics: care products with washing properties (shampoos), care products without washing properties (conditioners), preparations that are aqueous solutions (water cosmetics), and preparations that are not aqueous solutions (waterless cosmetics). It was revealed that the vast majority of all high-ranking ingredients are substances responsible for the functionality of hair cosmetics: surfactants, rheology regulators, substances responsible for foaming properties, emulsifiers, and solvents. The huge number of substances that can be used in hair products imposes the fact that the ingredients of the highest rank will be substances with many applications and, at the same time, are those that form the base of the cosmetic.

Criminalization Policy of Animal Testing in Cosmetics Production in Indonesia

The purpose of this study is to analyze the importance of criminalization in the use of animal testing in the production of cosmetics in Indonesia as well as the right formulation in the formation of policies on animal testing. The problem is why a criminalization policy is needed against producers who conduct animal testing as a product test in the cosmetics production process and how the formulation of criminalization arrangements against producers who conduct animal testing as a test of cosmetics products in the production process. To be able to answer the formulation of the problem, the research used is normative juridical research with a statutory approach and a comparative approach and conceptual approach. The results show that in conducting animal testing there is the concept of 3R (Replacement, Reduction and Refinement). The 3R concept is an ethic that can be used to realize an experiment by looking for possible alternatives. Because many cosmetic companies are competing in creating new innovations in order to meet the needs of consumers, so that not a few companies carry out the innovation process carried out by related parties in developing their products still often use animals for product trials, which in practice this reaps many cons both from an ethical and scientific perspective. For this reason, criminalization is needed with the existence of legal policies, especially criminal law policies with formulations that regulate starting from the procedure for conducting animal tasting, what animals can be used as animal tasting, and what the procedure is after conducting animal testing, and of course whether it is necessary to submit an application to the competent authority before conducting animal testing, finally that in a legislation also regulates how sanctions / penalties are given to everyone who deliberately violates these laws and regulations.

Florasis: the emerging C-beauty brand

Learning outcomes This case study is designed to enable students to understand the reasons behind the launch of a beauty brand grounded on traditions and culture, understand the strategies adopted by Florasis to establish its presence in the C-beauty space and emerge successful, analyze the positioning of a C-beauty brand in a highly competitive beauty market, identify the issues and challenges faced by a C-beauty brand in its efforts to disrupt the C-beauty space and suggest strategies that Florasis can adopt to emerge as a market leader in the global beauty industry. Case overview/synopsis Set in 2021, the case study discusses about the emerging C-beauty brand Florasis innovative strategies to promote the brand. Florasis was founded in 2017 with a vision to become a century old national makeup brand of China. Florasis was successful in getting on board a story-telling experience that featured traditional Chinese culture, aesthetics and heritage. It sold cosmetic products with retro packaging, concepts derived from traditional Chinese style, promoting a sense of national pride and nostalgia. The case study highlights the innovative strategies Florasis adopted like influencer marketing through key opinion leaders and key opinion customers, celebrity endorsements, user co-creation programs, social content and network marketing, brand crossovers and collaborations, etc. In April 2021, Florasis became the No. 1 cosmetic company in China with a gross merchandise value of 218m yuan and further the total sales for second quarter of 2021 reached 830m yuan, endorsing its supremacy over other global and local beauty brands in China. However, with success came along a set of challenges. Some analysts pointed that the brand was slow in innovating its product line-up, it focused more on promotions and advertisements and the brand positioning with a single sales channel, the cost performance and quality of the products and excessive marketing campaigns targeting a niche segment. Going forward, what should Florasis do to conquer the global beauty space? Can Florasis aspire to become a digitally empowered global beauty brand? Has it got the momentum? Will its direct-to-consumer model and unprecedented marketing and promotion gimmicks, help it achieve the lead in the global beauty space? Complexity academic level This case study is suitable for students of the graduate and undergraduate programs in management. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.

Pengunaan NARS Power Players Sebagai Virtual Brand Ambassadors Untuk Memengaruhi Konsumen

Virtual brand ambassadors have become a new type of brand spokesperson with the advent of Artificial Intelligence (AI). NARS Cosmetics, a pioneering cosmetics company, has introduced their own virtual brand ambassadors known as NARS Power Players. However, the existing literature has not yet answered whether the attributes of virtual entities can shape consumer response. The novelty of this research lies in its focus on NARS Cosmetics' virtual brand ambassadors, the NARS Power Players, which are a new phenomenon in the field of brand representation. While virtual brand ambassadors have emerged with AI technology, there is a gap in the existing literature regarding how the attributes of these virtual entities specifically impact consumer attitudes. This study addresses this gap by investigating the influence of credibility, attractiveness, congruence, and human-likeness of NARS Power Players on consumer attitudes. Additionally, the study incorporates several relevant theories, including Stimulus-Response Theory, Source Credibility Model, Source Attractiveness Model, Match-up Hypothesis, and Uncanny Valley Theory, to provide a theoretical framework for understanding the impact of virtual brand ambassadors. The use of quantitative methodology and the specific focus on NARS Power Players contribute to the novelty of this research, offering insights that can further enhance our understanding of consumer responses to virtual brand representatives.This study used quantitative methodology by distributing online questionnaires to 112 respondents. The results showed that the credibility, congruence, and human-likeness of virtual brand ambassadors had a positive and significant influence on consumer attitudes. However, attractiveness did not have a significant influence on consumer attitudes. Researchers can further explore this topic by conducting investigative qualitative research on consumer perceptions and comparative analysis with human endorsers and non-human endorsers.

Impact of Social Media Marketing on Gen Z Women’s Buying Interest Through Brand Attitude and Brand Equity in Cosmetic Products

Marketing through social media has become a marketing strategy that is widely used by the cosmetics industry, especially with the number of consumers that continue to grow as generations increase. Generation Z women are a potential market in this industry where this generation is a new entrant consumer. The purpose of this study is to investigate the influence of marketing through social media on the intention to make purchases with variables mediating brand attitude and brand equity on cosmetic products in the city of Makassar. The research was conducted by distributing questionnaires to 288 respondents, selected using a non-probability sampling technique known as convenience sampling. The collected primary data is then processed using the Structural Equation Modelling (SEM) method using AMOS 23 software. The research results indicate that marketing via social media has a positive and significant impact on brand attitude and brand equity but does not significantly influence the purchasing intentions of Gen Z women. Additionally, brand attitude and brand equity do not effectively mediate the relationship between social media marketing and purchase intentions. These findings suggest that cosmetic companies need to refine their social media marketing strategies to better target Gen Z women.

Factors affecting consumers intention in purchasing eco-friendly cosmetic products in Batam City

Purpose: This study aims to identify the factors affecting consumer purchase intention towards ecologically sustainable cosmetic products in Batam City. The factors examined included subjective norms, promotion, perceived behavioral control, trust, and product quality. The data comprised of 322 questionnaires. The scope of this study was confined to Batam; therefore, the findings cannot be extrapolated to other areas. Methodology: This study employed a survey to obtain data from consumers of cosmetic products in Batam. Results: The data analysis revealed that attitude, perceived behavioral control, sales promotion, product quality, and subjective standards significantly affected the intention to purchase green cosmetic products in Batam City. Nevertheless, trust does not have a significant effect on purchase intention. The findings of this study offer valuable insights for cosmetic companies to devise more efficient marketing strategies for green cosmetic products. Limitations: Data collection was exclusively conducted via questionnaires, which may have introduced respondent bias. Owing to its cross-sectional nature, this study could not elucidate temporal variations. A longitudinal study offers a more profound understanding of fluctuations in consumer intention over time. Contributions: This study validates consumer perspectives on green cosmetics and advocates for more explicit standards and regulations in the sector, and the use of sophisticated biotechnology to extract natural ingredients.

Aesthetic Plastic Surgery Issues During the COVID-19 Period Using Topic Modeling

This study investigates media coverage of cosmetic surgery in South Korea from 2014 to 2023 using text mining techniques applied to news articles from BigKinds. It focuses on assessing the prevalence of objective information and the societal impacts of capital-driven misinformation. The research methodology involved optimal topic modeling through perplexity, likelihood, BIC, and similarity measures, identifying five themes within the cosmetic surgery news corpus. Further analysis included quantitative topic recognition via fuzzy clustering by period, sentiment analysis, and network analysis utilizing n-gram techniques to explore relationships between key terms. Findings reveal five main topics covered in cosmetic surgery news: Consumer Psychology, Cosmetic Surgery Market, Cosmetic Companies and Technologies, Side Effects and Incidents, and the Tourism Industry. The period from 2014 to 2016 saw significant coverage, particularly on medical tourism and surgical side effects, while in 2017, attention shifted to the surgical process and market stability. From 2018 onward, news coverage expanded, especially in May, focusing on cosmetic technology and related industries amid increased outdoor activities. With the COVID-19 pandemic in 2020, there was a resurgence in coverage of the cosmetic surgery market. In 2023, post-pandemic, there was an uptick in articles related to cosmetic surgery technology industries and support funds. The core words in cosmetic surgery news were spreading around "plastic surgery," "China," and "Botulinum". The study sheds light on the potential influence of capital on media portrayals of cosmetic surgery and the resulting societal consequences of misinformation.