Cosmetics Marketing
211741825
Application of Social Big Data Analysis for CosMedical Cosmetics Marketing H Company Case Study
This study aims to analyze the cosmedical cosmetics market and the nature of customer through the social big data analysis. More than 80,000 posts were analyzed using R program. After data cleansing, keyword frequency analysis and association analysis were performed to understand customer needs and competitor positioning, formulated several implications for marketing strategy sophistication and implementation. Analysis results show that "prevention" is a new and essential attribute for appealing target customers. The expansion of the product line for the gift market is also suggested. It has been shown that there is a high correlation with products that can be complementary to each other. In addition to the traditional marketing technique, the social big data analysis based on evidence was useful in deriving the characteristics of the customers and the market that had not been identified before. Word2vec algorithm will be beneficial to find additional
Sin-Hae Hwang Dong Ku Jeoung-Kun Kim
210954589
CONTENT INTEGRATED LEARNING COSMETICS MARKETING AND RAW MATERIALS IN A FOREIGN LANGUAGE
This paper discusses content integrated learning in the studies of Bachelor of Beauty and Cosmetics (BBC) a unique Bachelor's degree program in higher education in the Nordic countries. Studies of Swedish language, Cosmetic Chemistry, Raw Materials and Marketing carried out in the same package, in Sweden during an intensive study week and in Swedish yes, all this is possible. The pioneering lecturer team of three, consisting of lecturers in Marketing, Chemistry and Swedish, combine these three subjects. They travel to Stockholm, Sweden, to study with the group of BBC students. Not only once, but four successive years already. Swedish language is the second official language in Finland and thus a compulsory subject. Learning of the field specific terminology is often regarded difficult and laborious. Based on the Learning by Developing (LbD) model developed in Laurea University of Applies Sciences (UAS) the lecturers intend to motivate students and deepen their knowledge in the cosmetic field. LbD offers a methodology for the development of professional competences as well as fresh innovations for improving the world. One of the objectives is to encourage using Swedish language in professional contexts. Although Swedish is a mandatory language in Finland, students usually prefer to use English. Cosmetic Chemistry and Marketing are studied side by side with Swedish during the second study year. Lecturers have decided to combine the three study subjects. The integrated study module is built to correspond to the real working life and the profession of the cosmetic expert where Chemistry and Marketing mix. This may sound like a strange combination, but in fact, cosmetics products contain both. Encouragement to study exchange in the Nordic countries is one aim of the study module. The intensive week is organized together with local professionals in Stockholm. Several places connected to research, production, marketing and selling of cosmetic products are visited during the week. The planning process starts one year before the actual week, partly based on the experiences and feedback from the previous study unit. A timeline of the process will be presented in the article as well as the choice of local actors based on pedagogical viewpoint and trending phenomena. In all encounters with the local actors the appropriate use of the Swedish language and intercultural aspects are taken into account. The week follows the Flipped Learning methodology. The students have numerous pre tasks before the week to make the most of the content of the week. During the week they are active in the chosen social media channels to produce content, examples presented in the article. After the intensive week the students have some conclusive group tasks. The study module develops both the students' and the teachers' expertise. Cooperative planning increases well being at work and gives new pedagogical viewpoints. The students' linguistic and cultural skills in professional contexts develop widely. One objective, however, is always the openings for new partners as well as interships for BBC students. After all, the best feedback of the study week is that despite massive workload the rumour goes around. Every autumn the new degree program students first question is "Are we also going to Stockholm in the second year?" Social media has a huge impact on attracting new students.
ICERI2019 Proceedings
Marjo Anneli Poutanen Auli Hietanen Teija Lehto
169476177
The Interplay Between Advertising Messages, Perceived Quality Uncertainty of Products, and Sales Promotions Categories in Cosmetics Marketing
bon yeongueseoneun jojeol cojeom ironeul gibaneuro hayeo gwanggo mesiji yuhyeonggwa jigagdoen pumjil bulhwagsilseongi hwajangpum seiljeu peuromosyeon yuhyeongbyeol maketing hyogwae micineun yeonghyangeul salpyeobogoja, jongsog byeonsuro gwanggo taedowa gumae yidoreul seoljeonghago, 2(gwanggo mesiji: hyangsang cojeom/yebang cojeom) x 2(seiljeu peuromosyeon: boneoseupaeg/gagyeog halin) 2(pumjil bulhwagsilseong: nopeum/najeum) x 2(seiljeu peuromosyeon: boneoseupaeg/gagyeog halin)yi jibdan gan silheom seolgyereul sihaenghayeossda. yeongu gyeolgwa, gwanggo mesijiyuhyeonggwa seiljeu peuromosyeonyi jojeol jeoghabseongi gwanggo taedoe micineun yeonghyangeun yuyihaji anhassjiman, gumae yidoe daehan sanghojagyong hyogwaneun yuyihan geoseuro natanassda. hyangsang cojeom mesijiin gyeongu boneoseupaege daehan gumae yidoga, yebang cojeom mesijiin gyeongu gagyeog haline daehan gumae yidoga nopeun geoseuro natanassda. hanpyeon, gwanggo taedoe daehan pumjil bulhwagsilseonggwa seiljeu peuromosyeon ganyi sanghojagyong hyogwaneun pumjil bulhwagsilseongi najeun gyeongueman yuyihan geoseuro natanassda, banmyeone gumae yidoe daehaeseoneun, pumjil bulhwagsilseongi najeun gyeonguneun boneoseupaeg jepume daehae, pumjil bulhwagsilseongi nopeun gyeonguneun gagyeog halin jepume daehae nopeun geoseuro hwagindoeeossda. ireohan yeongugyeolgwaneun gwanggo mesijiga seiljeu peuromosyeonyi hyogwareul jojeolhal su isseumeul boyeo jumyeo, ineun hwajangpum gwanggowa seiljeu peuromosyeon ganyi jeonryagjeog tonghabi pilyohameul sisahanda. ddohan jepume daehan sobijayi insig sujuneul goryeohan seiljeu peuromosyeon jeonryagyi pilyoseongeul jeanhanda.
Jihyun Kim Cheong, Yunjae
149786950
Cleanups, confidence, and cosmetics: Marketing beauty in India
Since economic liberalization in 1991, India has been experiencing rapid economic growth and a shift to consumer culture, making it fertile ground for marketers of consumer goods. Historically, sales of beauty products in India had been limited by high taxation, restricted consumer choice, and high levels of poverty; post liberalization, the country was therefore seen as a market with immense, albeit untapped, potential. However, even as beauty industry reports tout the potential for growth, nearly three decades after liberalization, per capita sales of beauty products continue to be some of the lowest in the world. Little is known about why beauty products remain stubbornly resistant to aspirational marketing efforts. Meanwhile, scant social scientific attention has been paid to the creation and marketing of tastes and desires by the beauty industry in India and women's engagement with those desires. In this article, we present ethnographic depth on how local beauty cultures affect understandings of bodily aesthetics to create hybrid beauty practices and on how marketing efforts seek to channel these practices into consumer behavior. We examine some of the major points of contingent difference linked to low volumes of cosmetics sales in India and explore the approaches adopted by advertisers and marketers of beauty products to convert such difference into new imaginaries that foster mass consumption.
Gauri Pathak Mimi Nichter
155129170
Impulse buying behaviour in cosmetics marketing activities
Programme evaluation regarding how to trigger consumers' impulse buying behaviour has become a concern of enterprises in terms of developing effective marketing models. Using the quantitative method, this study probed into the effects of cosmetics consumers' consumption situation and experiential marketing in marketing activities on brand image and impulse buying behaviour. Statistical Package for the Social Science (SPSS) and structural equation modelling were used to analyse the causal relationships among four factors. The results suggested that consumers who are female, unmarried, aged 30 35 years old, have a university degree, and work in the service industry are prone to impulsive buying of cosmetics. Moreover, both consumption situation and experiential marketing were found to positively influence brand image. Cosmetics differ from other retail goods in so far as the 'consumption situation' must influence consumers' 'impulse buying behaviour' through 'experiential marketing' Based on the findings, suggestions are proposed for marketing, as well as for decision making of enterprises.
Pei-Tzu Wu Cheng-Jong Lee
226120916
Implementasi Social Media Marketing Rose All Day Cosmetics Dalam Upaya Meningkatkan Brand Image Implementation of social marketing media rose all day cosmetics in an effort to improve brand images
Produk kosmetik sudah menjadi kebutuhan primer bagi kaum wanita yang merupakan target utama dari industri kosmetik. Industri kosmetik selama bertahun tahun telah terbukti menjadi industri dengan pertumbuhan tercepat dan paling menguntungkan secara global. Strategi merek kosmetik ini agar dapat bertahan di tengah tengah persaingan di era digital adalah dengan menggunakan social media marketing. Rose All Day Cosmetics merupakan salah satu brand kosmetik lokal yang menggunakan social media marketing di Instagram. Perusahaan ini didirikan sejak tahun 2017 dan memiliki konsep "no makeup makeup look" yang belum banyak dikenal oleh pasar Indonesia pada saat dimulai berdirinya Rose All Day Cosmetics. Hal ini juga dilakukan untuk mengedukasi audience yang ada di Indonesia mengenai konsep tersebut. Agar bisa menjangkau audience lebih luas di Instagram, Rose All Day Cosmetics menggunakan bantuan influencer untuk menyebarkan informasi mengenai produk mereka. Laporan ini mengindikasikan bahwa dalam kegiatan pemasarannya, Rose All Day Cosmetics mengimplementasikan social media marketing di Instagram dan juga menggunakan bantuan dari influencer yang sesuai dengan citra perusahaan dan produk Rose All Day Cosmetics. Sehingga, dengan melakukan social media marketing yang baik, maka selain dapat meningkatkan penjualan dan awareness, Rose All Day Cosmetics juga dapat meningkatkan brand image. Cosmetic products have become a primary need for women who are the main target of the cosmetics industry. The cosmetics industry has for many years proven to be the fastest growing and most profitable industry globally. The strategy of these cosmetic brands in order to survive in the midst of competition in the digital age is to use social media marketing. Rose All Day Cosmetics is one of the local cosmetics brands that uses social media marketing on Instagram. The company was founded in 2017 and has the concept of "no makeup makeup look" which was not well known by the Indonesian market at the time of the inception of Rose All Day Cosmetics. This is also done to educate the audience in Indonesia about the concept. In order to reach a wider audience on Instagram, Rose All Day Cosmetics uses the help of influencers to spread information about their products. This report indicates that in its marketing activities, Rose All Day Cosmetics implements social media marketing on Instagram and also uses the assistance of influencers in accordance with the company's image and Rose All Day Cosmetics products. So, by doing good social media marketing, in addition to increasing sales and awareness, Rose All Day Cosmetics can also improve brand image.
Gloria Abigail Carissa
219685824
EFFECT OF SOCIAL MEDIA MARKETING ON CUSTOMER ENGAGEMENT AND ITS IMPACT ON BRAND LOYALTY IN CARING COLOURS COSMETICS,
The purpose of this research was to determine the influence of social media marketing against customer engagement and its impact on brand loyalty. Methods applied is a quantitative method by distributing questionnaire to 100 customers. Data analysis was applied path analysis. The results of this study shows that social media marketing has a positive and significant impact on customer engagement, on brand loyalty, and on customer engagement, and its impact on brand loyalty where customer engagement has a greater influence on brand loyalty than social media marketing.
Martha Tilaar Brian Garda Muchardie Nabila Hanindya Yudiana Annetta Gunawan
201449806
The Impact of Cosmetics Industry Social Media Marketing on Brand Loyalty: Evidence from Chinese College Students
The main aim of this study was to identify the effects of Social Media Marketing on brand loyalty from cosmetics customers. The participants in the study were college student cosmetics customers in China, and the data were collected through Chinese social media platforms such as QQ and WeChat. The hypothesized relationships were tested using stepwise multiple regression analyses. The responses to a structured questionnaire from a sample of 145 college students indicated that advantageous campaigns, relevant content, updated information, popular content, and variety of applications or platforms are all positively related to cosmetic brand loyalty among college students. These results suggest that to survive in today's competitive market, cosmetics companies should prioritize marketing through social media to establish strong relationships with college student customers.
Man Qiutong Md Jahidur Rahman
169485495
An Evaluation of the Cost and Benefits of Applied Cosmetics Industry Marketing Best Practices: A Case Study of the Kenyan Market
The purpose of this study is to develop an evaluation of the cost and benefits of applied cosmetics industry marketing best practices in Kenya. The research adopted a descriptive research design. Primary data was collected from respondents in Nairobi, Kiambu, and Nakuru counties in Kenya. Purposive technique was used to identify the counties while stratified sampling technique was used to identify the respondents in the counties. Data collection was done using structured questionnaires. Collected data was later coded, cleaned, analysed, and interpreted. The study found out that mass media advertisement marketing strategy is the most commonly used marketing strategy in Kenya. It is the least costly marketing strategy and offers the most marketing benefits. Further research is required to evaluate the interrelationship of the commonly used marketing strategies in the cosmetic industry. The practical implications of the study are that cosmetic businesses need to understand their businesses and identify which marketing strategies work for them. The value of this original research is to help organizations identify the marketing strategies that are commonly available and their different cost implications and benefits. Key words Cosmetics, Marketing strategies, Marketing strategy benefits, best practices, Kenyan market DOI 10.7176/JMCR/53 06
Journal of Marketing and Consumer Research
Hemant Raj Singh Thakur Peter N Kiriri
169982126
Brand Value and Marketing Strategies of Cosmetics Brands in the Greek Market
3 PREFACE 4 CONTENTS 5 INTRODUCTION 7 1. LITERATURE REVIEW 8 1.1. MARKETING STRATEGIES 8 1.1.1. STAGES IN THE MARKETING STRATEGY DEVELOPMENT PROCESS 8 1.1.2. ELEMENTS FOR AN EFFECTIVE MARKETING STRATEGY 8 1.2.BRANDING 11 1.3. INTERNET AND COMPANIES 16 1.3.1. SOCIAL MEDIA 17 1.3.2. SURVEYS ON SOCIAL MEDIA 18 1.3.3. DIGITAL MARKETING 19 1.3.4. SOCIAL MEDIA MARKETING 20 2. COSMETICS 23 2.1. DEFINITION OF COSMETIC PRODUCTS 23 2.2. COSMETICS INDUSTRY 23 2.3. COSMETICS IN GREECE 24 L' Oreal 27 Estee Lauder 28 Make up Art Cosmetics 28 Korres 29 Apivita 29 Dust and Cream 30 3. METHODOLOGYRESEARCH 31 4. FINDINGS AND DATA ANALYSIS 32
Christina Ntioudi