The purpose is to outline and discuss how natural cosmetics companies succeed in creating desire for their products by implementing sensory marketing in their outlets in France and how the sensory marketing impacts differently on French women depending on their generation.Theory: The concept of branding and especially sensory branding introduces the strategy based on sensory marketing. A detailed description is given for each human sense about their characteristics, their importance in the buying process and their role to attract customers.Method: Our research consists in the elaboration and the administration of a questionnaire for French women between 15 and 50. After using secondary data and assuming hypotheses, the questionnaire enables to revise or not the theory and was built according to observations that have been made in natural cosmetics shops.Conclusion: Sensory marketing impacts consumers differently whether they belong to the generation X or to the generation Y. The same stimulus leads to different behaviours and different levels of sensitiveness. The generation X is greatly sensitive to touch while the smell impacts significantly the generation Y. Overall, both generations are influenced by a pleasant environment in which they spend more time and which increases their desire to purchase.Some companies can take advantage of these findings to implement efficient sensory practices in their outlet, affecting accurately the target generation.

This work discusses the communication strategy of French natural cosmetics brand, L'Occitane on the Czech market. The aim is to describe the communication mix, analyze previous communications and the possibility of increasing its efficiency and optimization. The theoretical part focuses on marketing mix tools, including promotion (marketing communications). The analysis describes the current communications development, communication mix and factors affecting the optimal combination of communication elements. Attention is also paid to cosmetic industry and its development, focusing on the Czech Republic. The practical part introduces L'Occitane, its brand and product. Then it focuses on brand performance on the Czech market, describes and analyzes the communication mix tools. The conclusion outlines its future direction and possible recommendations, using SWOT analysis.

Ανάλυση των δεδομένων της αγοράς φυσικών καλλυντικών. Παρουσίαση στοιχείων εταιρείων φυσικών καλλυντικών ( Κορρές, Apivita),όπου φαίνεται η αύξηση του μεριδίου αγοράς που κατέχουν. Επιβεβαίωση της στροφής της αγοράς στα φυσικά καλλυντικά. / Analyzation of data market of natural cosmetics. Presentation of data by companies of natural products (korres,apivita) where is obvious there increase in share market.Confirmation of turn of market in natural products.

El mercado de cosmética e higiene personal ha tenido un crecimiento significativo en los últimos años en el país, esto debido a la demanda por productos como cosméticos, perfumes, maquillaje, preparaciones para la piel y geles capilares. Dichos productos son adquiridos principalmente por la población femenina, por lo que el segmento determinado son mujeres del NSE A y B que residen en Lima Metropolitana y que tienen preferencia por la compra vía online. Dentro del grupo de las preparaciones de la piel, se encuentran las cremas faciales, las cuales tienen diferentes composiciones y propiedades para la piel. No obstante, una de las controversias que gira en torno a estos tipos de productos es en base a la composición de estos, ya que existen marcas en el mercado que emplean elementos químicos, los cuales al usarse constantemente pueden, a largo plazo, generar problemas a la piel. Ante esto, se ha realizado el presente proyecto, el cual se basa en la comercialización de una crema facial limpiadora e hidratante a base de insumos naturales, entre ellos se destacan los vegetales como el espárrago y la espinaca, el aceite esencial de sándalo y el extracto de yogurt. Esta propuesta de cosmética natural brinda muchas propiedades beneficiosas para la piel, asimismo, genera un nivel de confianza y seguridad a los clientes al ser en base a insumos naturales. El modelo de negocio propuesto es atractivo, debido a que tiene una relación estrecha con la tendencia de lo natural, la cual es una de las tendencias que ha tenido un mayor impacto en los últimos años en la sociedad, asimismo, porque se ha identificado, durante la investigación realizada durante el proyecto, que existe una demanda insatisfecha por este tipo de productos en el rubro de la cosmética. / The cosmetics and personal hygiene market has had significant growth in recent years in the country, this due to the demand for products such as cosmetics, perfumes, makeup, skin preparations and hair gels. Said products are acquired mainly by the female population, so the specific segment is women from the NSE A and B who reside in Metropolitan Lima and who have a preference for online shopping. Within the group of skin preparations, are facial creams, which have different compositions and properties for the skin. However, one of the controversies that revolves around these types of products is based on their composition, since there are brands on the market that use chemical elements, which when used constantly can, in the long term, generate problems to the skin. Given this, the present project has been carried out, which is based on the commercialization of a cleansing and moisturizing facial cream based on natural inputs, including vegetables such as asparagus and spinach, sandalwood essential oil and yogurt extract. This proposal of natural cosmetics provides many beneficial properties for the skin, and also generates a level of confidence and security for customers, based on natural inputs. The proposed business model is attractive, because it has a close relationship with the natural trend, which is one of the trends that has had the greatest impact on society in recent years, also because it has been identified, during the research carried out during the project, there is an unmet demand for this type of product in the cosmetics sector." / Trabajo de investigación

The aim of this Master´s Thesis is a strategic analysis of the company Český národní podnik s.r.o. It consists of external and internal analysis on the base of the strategic recommendations are made. The thesis itself is divided into theoretical and practical part. In the first one there is described the methodology. The second one is built on practical analysis. Analysis of external environment is consists of PESTLE analysis, Porter´s model of five competitive forces and description of the field. Internal analysis is built on application of VRIO analysis, value chain analysis, financial and portfolio analysis. Synthesis is carried out using the SWOT analysis. Final strategic recommendations are focused on the supporting the strengths of the company based on SWOT analysis and exploit the perspective opportunities.

The aim of this diploma thesis is to propose a recipe of natural BB-creams with the desired properties (different color shades, that will be suitable for Central European skin type; flow properties, texture, spreadability, stability). The experimental part of the thesis is mainly focused on the development of BB-cream formulas. Several different formulations with diverse dispersion medium (water and aloe vera/water in a suitable ratio) have been proposed, and three different shades of BB-cream have been developed. The flow properties (viscosity) of the samples were measured, accelerated stability tests were realized by using the dispersion analyzer LUMISizer, the obtained results were correlated with the results of stress temperature tests. The results of the rheological analysis showed that the flow properties of the creams are comparable with commercially available preparations. Stress temperature tests have shown that prepared samples remain stable over 4 cycles (12 weeks) of changing storage temperature, accelerated destabilization tests performed by LUMISizer confirmed their stability. The colour coordinates of the developed shades were measured using a spectrophotometer and compared with commercial analogues. Also the questionnaire for sensory evaluation of preparations for more comprehensive analysis of prepared BB-creams was developed. The 25 female respondents of different ages participated in servey. The results of sensory evaluation showed that textural properties of developed creams are satisfactory for potential consumers.

En este trabajo presentamos un plan de negocios para el desarrollo de jabones corporales y faciales a base de insumos naturales con propiedades antibacterianas. Para este proyecto se realizó un análisis de la competencia y el benchmarking de la industria de la cosmética natural con la finalidad de desarrollar productos viables en el largo plazo y un amplio valor diferencial. Asimismo, para validar nuestro modelo de negocio desarrollamos dos hipótesis las cuales fueron validadas mediante experimentos MVP. Mediante estos experimentos pudimos ofrecer finalmente al mercado un producto adaptado a los gustos y preferencias de nuestro público objetivo para el cual tuvimos que realizar la segmentación de nuestro mercado. Luego de ello se realizó el plan de ejecución de nuestro concierge con la finalidad de analizar la demanda y costos de nuestro proyecto para luego realizar nuestra proyección de ventas. Luego de realizar esta proyección también se tuvo que realizar el presupuesto de cada área. Entre estas encontramos a operaciones, recursos humanos, marketing y RSE. Estos presupuestos por lo general iban enfocados hacia las estrategias e inversiones que aplicaremos considerando la imagen que deseamos proyectar en el mercado. / In this paper we present a business plan for the development of body and facial soaps based on natural ingredients with antibacterial properties. For this project, an analysis of the competition and benchmarking of the natural cosmetics industry was carried out in order to develop viable products in the long term and a wide differential value. Likewise, to validate our business model, we developed two hypotheses which were validated through MVP experiments. Through these experiments we were finally able to offer the market a product adapted to the tastes and preferences of our target audience for which we had to carry out the segmentation of our market. After that, the execution plan of our concierge was made in order to analyze the demand and costs of our project and then carry out our sales projection. After carrying out this projection, the budget for each area also had to be made. Among these we find operations, human resources, marketing and CSR. These budgets were generally focused on the strategies and investments that we will apply considering the image we wish to project in the market. / Trabajo de investigación

Although consumers’ need for a healthy and sustainable lifestyle drives natural cosmetics consumption, various claims of natural cosmetics make consumers confused and distrustful. This study aimed to explore factors that affect consumers' purchasing behavior of natural cosmetics under the theoretical framework of planned behavior (TPB). The study adopted the qualitative method of purposive sampling. Semi-structured interview technique and thematic analysis were used to collect and analyze data from 21 consumers of natural or traditional cosmetics living in Uppsala. The results showed: consumers had uncertain attitudes towards buying natural cosmetics, which had no obvious impact on the purchasing behavior; the perceived social pressures from family, relatives, groups, etc. had a clear positive impact on the purchasing behavior; online purchasing, recommendation from others, and sustainable lifestyle facilitated the purchasing behavior; high price, inconvenient purchasing location, lack of knowledge, non-harmonized certifications, etc. led to the inconsistency between consumers' purchasing intention and actual purchasing behavior. Product knowledge was explored as an important resource that consumers need. The above findings can be used to improve marketing strategies like harmonized certifications. This study also paves the way for future quantitative verification of these factors.