Matter for Cosmetics? The "Made in France" Argument
The market for cosmetics has shown considerable growth in recent years, particularly driven by emerging markets. Many cosmetic brands are present in these countries, competing with French products, which are renowned worldwide. This reputation is mainly based on France's iconic image built through its premium brands. In our research, we question the relevance of the country of origin in the process of consumer decision making and ask representatives of the French cosmetics sector about their assessment. Our overarching research question is: Does the country of origin allow cosmetics to differentiate themselves in the globalized and highly competitive world markets?