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<p>Background</p><p>After a successful launch in early 2007 Pond’s Age Miracle, Unilever Vietnam’s anti-aging skincare product, is now experiencing falling sales and a declining market share having failed to complete its mission of counter-attacking its main competitor – P&G’s Olay Total Effect. This predicament poses a question of how Unilever Vietnam can improve market performance of this product.</p><p>Purpose</p><p>To determine Pond’s Age Miracle customer perceived value and propose recommendations on how to improve it.</p><p>Method</p><p>A combination of qualitative and quantitative approaches was pursued. In-depth interviews with consumers were used to discover relevant attributes of anti-aging skincare. A consumer survey was employed to measure relative importance and relative performance of the identified attributes – a basis for determining Pond’s customer perceived value.</p><p>Findings, Analysis and Conclusion</p><p>Customer perceived value of Pond’s Age Miracle was found to have a negative character on the entire market scale and across most of the listed consumer groups.</p><p>Recommendations</p><p>A re-launch of the upgraded version of Pond’s is suggested to maintain the current consumers and recruit the potential anti-aging skincare users.</p>

Skincare products were deemed as socially undesirable for men in the past days. Images of men were expected to be tough, independent, hard-boiled, whereas skincare products were too feminine for men. However, due to the metro-sexual fashion trend which advocating men to dress up themselves, men nowadays are starting to care about their outfits, appearances and facial skin condition to which women are paying attention. The market of skincare products for men in Taiwan now is rapidly growing and do not confine to only a small amount of men users. It is a widely received conscious that men need skincare products. Hence, from only a few early adopters to wide spread adopters in men population as whole, the purpose of this study is to investigate the correlations between demographic, media usages, personal characteristics, impulsive consumption behaviors and adopting stages. By using survey method, this study wants to explore whether there are any significance in demographic, media usages, personal characteristics affecting men to adopt skincare products. However, Diffusion of Innovation theory is under the premise of social learning theory, which presupposes that it is a rational decision making process for consumer when adopting innovation. The presupposition as such disregards the possibility of impulsive consumption. In addition to demographic, media usages, personal characteristics, this study takes impulsive consumption into consider as a independent variable affecting adoption. The study results is that when compared with no taking impulsive consumption into consideration, there are significances in demographic, media usages, personal characteristics affecting men to adopt skincare products after controlling impulsive consumption as a independent variable. The study results show that impulsive consumption is an indispensable variable when researching diffusion of innovations.

Background After a successful launch in early 2007 Pond’s Age Miracle, Unilever Vietnam’s anti-aging skincare product, is now experiencing falling sales and a declining market share having failed to complete its mission of counter-attacking its main competitor – P&amp;G’s Olay Total Effect. This predicament poses a question of how Unilever Vietnam can improve market performance of this product. Purpose To determine Pond’s Age Miracle customer perceived value and propose recommendations on how to improve it. Method A combination of qualitative and quantitative approaches was pursued. In-depth interviews with consumers were used to discover relevant attributes of anti-aging skincare. A consumer survey was employed to measure relative importance and relative performance of the identified attributes – a basis for determining Pond’s customer perceived value. Findings, Analysis and Conclusion Customer perceived value of Pond’s Age Miracle was found to have a negative character on the entire market scale and across most of the listed consumer groups. Recommendations A re-launch of the upgraded version of Pond’s is suggested to maintain the current consumers and recruit the potential anti-aging skincare users.

Thesis (MNutr (Interdisciplinary Health Sciences. Human Nutrition))--University of Stellenbosch, 2010. / ENGLISH ABSTRACT: The inclusion of nutrition in the national syllabus for health and skincare therapists indicates the realisation of its importance within this industry. Health and skincare therapists should be able to observe any adverse skin condition as a result of a dysfunctional homeostatic relationship between the skin and internal body systems. The aim of this study was to assess the nutritional knowledge, attitude and practices of health and skincare therapists working in accredited clinics in South Africa. This was a cross-sectional, descriptive study using both quantitative and qualitative data collection methods. Two hundred and forty-five questionnaires were sent to 54 SAAHSP accredited clinics around South Africa. Data analysis was performed using the 73 completed questionnaires, representing a response rate of 29.8%. A further 22 therapists participated in focus group discussions and 7 experts in the field of nutrition and skincare acted as the expert panel and participated in in-depth interviews. A self-administered questionnaire on knowledge, attitude and practices was developed, based on the national syllabus. The 56-item questionnaire consisted of 10 demographic questions, 30 nutrition knowledge questions (selected by the expert panel from a pool of 96 questions), 10 attitude statements and 6 practice questions. The questionnaires were analyzed using both descriptive and inferential statistics. The mean total knowledge score of the respondents was 64.4% (SD 0.11) indicating a level of knowledge above the required pass percentage of 60% for a SAAHSP qualification. Therapists with a CIDESCO qualification had a statistically significant higher total knowledge score. The mean score for the therapists’ nutritional knowledge related to skincare was 47.5%, but their attitudes and their ability to advise clients about nutrition were mostly positive, with at least 61% and 69% of the therapists respectively agreeing with the statements. Fifty-six therapists (77%) felt that more intense theoretical nutrition training was needed and 83.3% agreed that more intense practical application of nutritional knowledge is needed at health and skincare institutes. Consistent with the majority’s opinion (82%) that nutritional counseling should form part of treatment, 59% and 63% offer nutritional counseling during body and facial treatment respectively. Therapists gain their nutritional knowledge predominantly from newspapers and magazines. The themes highlighted during the focus group discussions included the influence of training institutions on nutritional knowledge, the importance of client consultation, but the lack of time to perform these and the need for educational opportunities in the professional industry. During the in-depth interviews, the experts highlighted the purpose of nutrition in the industry, nutritional responsibility, training and counseling of therapists as well as the SAAHSP syllabus. Therapists’ understanding of the scientific functioning of nutrients and their nutritional knowledge regarding skincare is a cause for concern. Their lack of confidence in providing clients with nutritional advice, especially regarding skincare; despite their perception that they have sufficient knowledge in this regard, reveals their inability to apply nutritional knowledge in practice. Recommendations to governing bodies and educators responsible for the development and implementation of the national syllabus are made. / AFRIKAANSE OPSOMMING: Die opname van voeding in die nasionale sillabus vir gesondheids- en velsorgterapeute dui op die bewuswording van waarde daarvan in die industrie. Gesondheids- en velsorgterapeute behoort enige ongunstige veltoestand as ‘n nagevolg van gebrekkige homeostatiese verhoudings tussen die vel en interne liggaamssisteme, te identifiseer. Die doel van hierdie studie was om die kennis van voeding, houdings en praktyke van gesondheids- en velsorgterapeute werksaam in geakkrediteerde klinieke in Suid Afrika, te assesseer. Hierdie was ‘n dwarsprofiel, beskrywende studie wat beide kwantitatiewe en kwalitatiewe data insamelingsmetodes gebruik het. Twee honderd vyf-en-veertig vraelyste is na 54 SAAHSP geakkrediteerde klinieke in Suid Afrika gestuur. Die 73 voltooide vraelyste, wat ‘n reaksiekoers van 29.8% verteenwoordig, is vir data- analise gebruik. ‘n Verdere 22 terapeute het aan fokusgroep besprekings deelgeneem en 7 kenners op die gebied van voeding en velsorg het as die spesialis paneel opgetree en aan ‘n in-diepte onderhoude deelgeneem. ‘n Self geadministreerde kennis, houding en praktyk vraelys is op grond van die nasionale sillabus ontwikkel. Die 56-item vraelys het uit 10 demografiese vrae, 30 voedingkennis vrae (wat deur die spesialis paneel vanuit ‘n poel van 96 vrae uitgekies is), 10 houdingstellings en 6 praktyk vrae bestaan. Beskrywende sowel as afleibare statistiek is vir die analise van vraelyste gebruik. Die gemiddelde totale kennistelling van die respondente was 64.4% (SD 0.11), wat ‘n kennisvlak bo die verwagte slaagpersentasie van 60% vir ‘n SAAHSP kwalifikasie aandui. Terapeute wat ‘n CIDESCO kwalifikasie verwerf het, het statisties ‘n beduidende hoër totale kennistelling verwerf. Die terapeute se gemiddelde kennistelling aangaande velsorg was 47.5%, maar hul houdings en vermoë om kliënte rakende voeding te adviseer was meestal positief met onderskeidelik 61% en 69% van terapeute wat met die stellings saamgestem het. Ses-envyftig terapeute (77%) was van mening dat meer intense teoretiese opleiding nodig is en 83.3% het saamgestem dat meer intense praktiese toepassing van voedingskennis by gesondheid- en velsorginstansies nodig is. Konsekwent met die meerderheid (82%) se opinie dat voedingsraadgewing deel van behandelings moet uitmaak, bied 59% en 63% voedingsraadgewing tydens liggaam- en gesigbehandelings aan. Terapeute bekom hul voedingkennis hoofsaaklik van koerante en tydskrifte. Temas wat tydens fokusgroepbesprekings beklemtoon is, het die invloed van opleidingsinstansies op die voedingkennis, die belangrikheid van kliënte konsultasies, maar die gebrek aan tyd om dit uit te voer én die behoefte aan opvoedkundige geleenthede in die professionele industrie, ingesluit. Tydens die in-diepte onderhoude het die spesialiste die doel van voeding in die industrie, terapeute se verantwoordelikheid, opleiding en raadgewing ten opsigte van voeding, sowel as die SAAHSP sillabus beklemtoon. Terapeute se begrip van die wetenskaplike funksionering van nutriënte en hul voedingkennis ten opsigte van velsorg is ‘n bron van kommer. Hul gebrek aan vertroue tydens die verskaffing van voedingsadvies, spesifiek aangaande velsorg; ondanks hul persepsie dat hul voldoende kennis in die verband het, openbaar hul onvermoë om voedingkennis in die praktyk aan te wend. Aanbevelings vir die beheerliggame en opvoeders veranwoordelik vir die ontwikkeling en implementering van die nasionale sillabus, word gemaak.

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台灣自有化妝品品牌經營發展策略 / Taiwan cosmetics market is a very competitive and mature environment with high penetration rate, low growing power and more than one thousand brands in the market. About 80% of the brands are from abroad and 20% are from local companies. Most of the market leaders are owned by international corporates including L’Oreal, Estee Lauder, P&G, Shiseido, and Amorepacific. Although some local cosmetics brands are well known by customers, the brand awareness and sales volume are not outstanding enough to compete with the foreign rivals. The intention of studying brand development strategy to for local Taiwanese brands was inspired based on this phenomenon. In order to understand the market, discover successful factors and define opportunities, both quantitative and qualitative analysis is conducted in chapter two and three. The analysis includes the aspect of total market status overview, brand positioning, product performance, retailing channels, and promotion. In addition, three successful brands and one Taiwanese brand are studied in this section. The key points are summarized as the following. Firstly, skincare sector drives 64% of market value followed by makeup sector with 14%. Also, department stores and personal care stores are the main channels to acquire customer while e-commerce and pharmacies are rising quickly. Thirdly, the competitiveness results in heavy promotion level in Taiwan market. Moreover, increasing amount of Asian tourists and undeveloped males sector will be the opportunities to gain market share. Lastly, elaborating local concept would be a strategy to make local brands distinguished from the other international brands. By taking a Taiwanese skincare brand, Daughter, as a subject, the brand development plan is recommended in the later chapter.

The Master Thesis cover field of cosmetic and skincare market. It starts with a brief excurs into history of cosmetics followed by description of main product categories. Further it analyses the competition on cosmetic market and compare czech market to western markets. It covers widely the marketing mix in different market segments. Than an internet questionaire is analysed and that data is later used for segmentation, using IBM SPSS Statistics program. Discovered segments are than developed and autor prepare a short marketing mix for each segment.

Date: 2020-06-09 Level: Master thesis in Business Administration, 15 cr  Institution: School of Business, Society and Engineering, Mälardalen University  Authors: Lisa Eriksson (91/08/31) Lana Rasool (97/02/23)  Title: Keen to be green? Consumer perceptions of green advertising in the skincare industry Tutor: Konstantin Lampou Keywords: Green advertisements, green perceived risk, green trust, green skincare, green marketing, green content.  Research- questions: How do consumers perceive green content in advertisements?  What aspects create perceptions of trust? What aspects create perceptions of risks? Purpose: The purpose of this study is to explore how consumers perceive green advertising practices in the skincare industry and what aspects affect perceptions of trust and risks. Method: The study was conducted through a qualitative approach by performing focus groups. Data was analyzed through a thematic analysis. Conclusion: The research indicate that there are several aspects that lead to consumer perception of trust and perceived risk when consumers view green advertisements. Six main themes that included different aspects were identified.

This thesis investigates the role of so called sustainable influencers in the communication of sustainable skincare on TikTok. Several videos are analysed using MCDA as a method and enriching the analysis with interviews performed to the influencers whose videos have been object of examination. During a preliminary research several elements have been taken in account, such as the uniqueness of TikTok in its communication tools and features compared to other social media. Since sustainable skincare is a growing topic of conversation online, this thesis explores how sustainable influencers shape the discourse on sustainability related to skincare on TikTok. The collected sample has been selected after applying several criteria, one fundamental one being that the influencers who produced the videos didn’t have to be sponsored, collaborating or paid by any brand in those videos. Surprisingly, out of a hundred retrived videos, only eight respected the criteria imposed, showing from the start of the analysis a deep consumeristic and capitalistic ideology moving these influencers even when not sponsored by any brand. This work is believed to be useful to open the conversation about online communication and consumerism within sustainability.