How can makeup brands benefit from more inclusivity in the customer-brand relationship ?
SONAR|HES-SO
- Roh, Anissa
- Dauverné, Astrid (Degree supervisor)
- Genève : Haute école de gestion de Genève
100 p.
Bachelor of Sciences HES in International Business Management: Haute école de gestion de Genève, 2023
English
In recent years, the makeup industry has turned a corner with the introduction of the notion of inclusivity. Indeed, this sector once ruled by beauty diktat has been challenged and its norms have been revised, leaving more room for each individual's differences and uniqueness. Consequently, the playing field has been redefined, and companies had to adapt their strategy and practices to suit the evolving needs of their customers.
This study aims to capture the potential of promoting an inclusive beauty to determine how makeup brands can ultimately benefit from it in the customer-brand relationship. To clear the way on this topic, the first step was to delve into existing literature to take stock of how inclusive and diverse the current beauty industry is. Then, to extend the discussion, data was obtained from an online questionnaire and qualitative interviews with identified minorities to gain a better understanding of customers' views on the topic of interest and assess its potential effect on the connections formed with brands.
Based on the findings of this study, it appeared that inclusivity is now part of consumers' expectations and that they call for more from beauty brands. Indeed, it was observed that the makeup industry is still considered as not representative enough of society. Said differently, there remains a severe lack of diversity, and certain groups, such as the elderly and people with disabilities, are still regarded as invisible. Additionally, the research revealed that opting for an inclusive approach might lead to stronger connections with customers. Indeed, being represented by a brand might make them feel more attached to it and more inclined to recommend it to their surroundings. As for brand perception, inclusivity could convey the image of a brand that is innovative, attentive, and open-minded.
Following the clear desire for a truly inclusive beauty world, recommendations were formulated for makeup brands using the marketing mix. The weak spots previously identified in the research were, therefore, addressed for each element, i.e. product, price, place, and promotion, in order to highlight areas for improvement for cosmetics companies. This involves, for example, extending the shades of the entire product range to match every skin tone, opting for a genderless approach, or improving in-store assistance to coincide with a diverse customer base. Since it has been demonstrated that inclusivity is an opportunity for makeup brands to connect with customers on a deeper level, this thesis aims to suggest appropriate tools to accomplish this.
This study aims to capture the potential of promoting an inclusive beauty to determine how makeup brands can ultimately benefit from it in the customer-brand relationship. To clear the way on this topic, the first step was to delve into existing literature to take stock of how inclusive and diverse the current beauty industry is. Then, to extend the discussion, data was obtained from an online questionnaire and qualitative interviews with identified minorities to gain a better understanding of customers' views on the topic of interest and assess its potential effect on the connections formed with brands.
Based on the findings of this study, it appeared that inclusivity is now part of consumers' expectations and that they call for more from beauty brands. Indeed, it was observed that the makeup industry is still considered as not representative enough of society. Said differently, there remains a severe lack of diversity, and certain groups, such as the elderly and people with disabilities, are still regarded as invisible. Additionally, the research revealed that opting for an inclusive approach might lead to stronger connections with customers. Indeed, being represented by a brand might make them feel more attached to it and more inclined to recommend it to their surroundings. As for brand perception, inclusivity could convey the image of a brand that is innovative, attentive, and open-minded.
Following the clear desire for a truly inclusive beauty world, recommendations were formulated for makeup brands using the marketing mix. The weak spots previously identified in the research were, therefore, addressed for each element, i.e. product, price, place, and promotion, in order to highlight areas for improvement for cosmetics companies. This involves, for example, extending the shades of the entire product range to match every skin tone, opting for a genderless approach, or improving in-store assistance to coincide with a diverse customer base. Since it has been demonstrated that inclusivity is an opportunity for makeup brands to connect with customers on a deeper level, this thesis aims to suggest appropriate tools to accomplish this.
- Language
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- English
- Classification
- Economics
- Notes
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- Haute école de gestion Genève
- International Business Management
- hesso:hegge
- Persistent URL
- https://sonar.ch/global/documents/327469
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