Background:  The cosmetic industry is one of the most leading industries in the world. With the help of the internet, the consumption of cosmetics has increased because the consumer can consume regardless of place or time. In the cosmetics industry, there is a wide range of products with similar functions, this also includes the hair cosmetic´s industry. In addition, the consumer’s senses such as smell, taste and touch are excluded which makes it difficult for the consumer to make a decision. In connection with this the consumer may experience risks which in turn reduces confidence in a new cosmetic product on the internet.  Purpose:  The purpose of this study is to examine, from a consumer's perspective, which product characteristics increase the consumer´s trust for a new product in the cosmetic industry, when shopping online.  Method: This study is based on a qualitative and quantitative research method. The qualitative research method was based on focus groups and the quantitative research method was based on  using survey research. The survey was answered by a total of 107 persons. Therefore, a total of 24 people participated in the focus groups. These 26 peoples were divided into four different groups with six people in each group. The data collection methods were applied to a target group that includes women and men between the ages of 18 and 70 + years . The study focused on shampoo bottles because it is a product that is part of the cosmetics industry but also a product that is consumed everyday by both men and women between the ages of 18 years to 70 years +. Conclusion: This study has identified various product characteristics that increase consumer´s  confidence when buying a new product within the hair cosmetic industry on the internet. The results of the study showed that when buying a new cosmetic product on the internet, the main product characteristics that increase the consumer’s trust are color, shape, typography, eco-labeling and logotype.

This study was carried out at the Department of Nanotechnology and Functional Materials,Uppsala University, one of several places where the interest of lignin in cosmetics is constantly growing. The functionalities of lignin have been studied to a great extent revealing its potential as a natural biopolymer to serve as a replacement for environmentally hazardous components in cosmetic formulations, namely UV-filters in sunscreens. Using ethnographic methods and qualitative interviews the lignin-cosmetic industry was observed and analyzed in order to discern how concerned the industry is with ecological andaesthetic value. Ecological value is a hallmark of the value proposition in the cosmetic industry, and leaders of the industry indeed share this view. The analysis further revealed that the actors of the lignin-cosmetic industry are at different stages of development and that as of this year we can expect the first product to be launched. Furthermore, the value chain of the lignin actors was identified and for the first time mapped out in detail from the qualitative analysis that was carried out targeting lignin actors within the lignin-cosmetic industry. Mapping the value chain revealed the actors included in the entire chain identified as biorefinery, manufacturer, modifier, formulator, distributor and retailer which together compose the lignin-cosmetic value chain. A qualitative, semi structured interview approach was used and adapted as we met with eleven actors interviewing them about ecological and aesthetic values in the lignin based product value proposition. The grounded theory was applied to analyze the data, generating eight categories representing the concepts comprising ecological and aesthetic values of the value proposition. The kernel category, Green Profile, explains the most important concepts valued by lignin actors in terms of what ecological and aesthetic value could be offered to be appealing to customers. The findings of this study reveals the current situation of lignin in the cosmetic market as of today, and discerns where the value of lignin lies. The understanding of lignin actors' values contributes to the current gray-area in biopolymer research, lacking information on the value chain of lignin in cosmetics. The findings therefore foster the advancement of sustainable innovative solutions for cosmetics and personal care.

The main purpose of the project was to investigate existing markets within the food- and cosmetic industry in order to determine a strategy for market entrance with the bonus product of Fresenius Kabi. The original bonus product, P080, is a rest product from the process where phospholipids are extracted from egg yolk powder. P80 is a refine version of the P080 where egg yolk oil has been extracted, hence the protein content in P80 is higher. The extracted egg yolk oil is the final portion of the bonus product. Thereby, the original bonus product can be divided into two refined fractions. This project investigates the potential for each of these three substances to be a part of a fictive product.  By scanning the global protein market as well as the egg yolk protein and egg oil market, seven potential product segments were discovered. These segments were further evaluated in order to bring out specific products that were potential candidates as products based on the bonus product.  The analysis resulted in two fictive products based on P080; high value nutrition bars and snacks for seniors, one based on P80; protein powder, and one based on egg yolk oil; dietary supplement. All presented in three business cases.