In the past, beauty industry is classified as traditional industry but it nowadays emphasizes on professional medical cosmetic. Celebrity is the key for the success of medical cosmetic beauty industry because they can drive the output value of enterprises and access to consumer acceptance. This is the critical factor of profit in beauty industry. The Brand Identity Implementation System (Aaker, 1996) is the framework to study the development process of the personal brand. Though documentation analysis and case study, the study inducted the process and mode of successful personal brand, discussed the importance of personal brand to the beauty industry and studied how to successfully build personal brand. The study used multiple sources to collect and analyze data to study the chosen case during its life cycle. The study results that the founders¡¦ background of personal brand would be the variance to establish consumer trust, develop brand identity and declare brand value. Second, the good use of media or advertisement will be the good linkage of founder¡¦s specialty or intention and product effectiveness. In addition, personal brand should be aware of the amount of disposable income and the change of consumption pattern to develop various marketing strategies.

The Beaut-Ease product line consists of several machines that are a hybrid between beauty products and infomercial products. Both industries flourish on a level of falsehood that teeters on the brink of hilarity.

This design project explores the complexity of kroppshets on a sociocultural and individual level. The design research has studied patriarchal and capitalist structures and looked into industries that feed and benefit from women’s body dissatisfaction. It also looks closer at media and its part in maintaining and transmitting the unattainable body ideal created by these structures. Through autoethnographic methods and practise based research this project aims to visualise kroppshets and how it affects women in their everyday life. The project collaborates with a dozen of women that have, through interactive interviews, given a deeper insight of the subjective experience of kroppshets to add to a collective definition. The design research and its finding have resulted in a short film that give a glimpse into what situations kroppshets raise in everyday life and acknowledge women’s struggle to fit within patriarchal beauty standards. Through visualisation the issue is made accessible for a wider audience, raising awareness and making it a catalyst for change that hopefully can result in a more wholesome and sustainable life quality for women.

The Swedish beauty industry face challenges with product samples as a promotion technique. The lack of a defined strategy results in a random distribution, which leads to weak ROI. However, product samples could be used proactively as a strategic marketing tool creating long-term brand value. This thesis provides a framework for L’Oréal to fulfill their objectives of using product samples – from strategy formation to tactical practice. Davies’s (1992) model “Using promotions as part of a strategic plan” is used as a sorting mechanism. We created a three-step process based on the model as a structure for this thesis: strategy preparation, strategy implementation, and strategy follow-up. Qualitative interviews and a quantitative survey proved that different product sample types require different strategies depending on the aim of the promotion. As a complement, targeted product samples via GlossyBox enabled L’Oréal to gain market insight and use product samples more strategically.

Background: For years companies have been using SMIs to communicate their brands and influencer marketing has become a thriving concept in this social-media era. Beauty retailing industry, as a global business with the third biggest follower base on social media, makes itself qualified and valuable for the study of influencer marketing. Purpose: The aim of the thesis is to investigate which type of influencers would be more influential in promotion of beauty product categories. Furthermore, the study intends to research on consumers’ review habits, preferred traits of influencers and reasons behind the actions. Method: To accomplish the purpose of this study, we conducted an abductive approach by the aid of both qualitative and quantitative data. The data was gathered through a questionnaire and a focus group, primarily among students in international universities. This in order to reach out to young people with different nationalities since it is an international study. Conclusion: Top influentials and narrative experts are shown to be more efficient for influencer marketing in the beauty industry especially when they are perceived trustworthy. Additionally, we found that the influencers have an impact on the consumers most when it comes to information search and the evaluation of alternatives.

The generation of Millennials is becoming a very important segment in today's beauty market, because of their large size, purchasing power and engagement on social media. The Millennial consumers are heavy buyers of beauty products, but heavy buyers are not always loyal to the beauty brands. The concept of what is considered beautiful constantly changes, and there is an aspect of trendiness to the use of cosmetic products. Brands launch new products on a regular basis to follow fashion and because the product lifecycle often is short, and purchasing what is trendy right now might not leave much room for loyalty, as other brands or products are soon trendier. There are constricting views on whether it is possible to achieve brand loyalty among Millennials. Many question the possibility of gaining brand loyalty among this generation, others state that while they could possibly be loyal, this usually only lasts for a short period of time. Although several attempts to establish whether Millennials are in fact brand loyal have been made, few have looked at how marketers view brand loyalty when marketing to Millennials. Therefore, the purpose of this study is to add understanding of how companies in the beauty industry can work to create brand loyalty among Millennials, through a case study of the world leading beauty company, L'Oréal. This exploratory study takes on an inductive research approach, as it aims to add understanding in the field of brand loyalty among the generation Millennials. In order to answer the research questions, five semi-structured interviews were conducted on marketers who are experts in the field of marketing towards Millennials. The results of this study showed that the generation Millennials is an important target group in the beauty industry of today, due to their large size and strong power of choice. There is a congruence between the Millennial self-image and brand image, which proves the importance of a positive brand image. The findings also showed that it is important for companies to speak the language of Millennials but still keep a coherent balance among brands. Offering an experience to Millennials makes them more perceptible to brand loyalty, if the experience is positive, and co-creating brand personalities can help in this endeavor as well. Other valuable findings showed the importance of authenticity and credibility together with of a full range brand portfolio, due to lower incentives to switch between brands. This study contributes with understanding to how marketers in the beauty industry can work towards achieving brand loyalty among the generation Millennials, by giving examples of how five experienced marketers at L’Oréal works with this challenge. Furthermore, the results of this study contribute to the research gap and are applicable in the research area of brand loyalty in the beauty industry. The study uncovered that digital marketing works without paid media, but paid media without digital marketing is not an option. Therefore, one of our recommendations to companies in the beauty industry is to always use digital media while marketing towards the generation Millennials.

Despite boasting a long tradition of enterprise, the collective narrative of African-American entrepreneurship is one of marginal success, mainly because entrepreneurs experience an array of barriers, from segregation to lack of access to capital, that limits resiliency and increases susceptibility to shocks. Challenging this narrative are cases of entrepreneurial achievement that seem to coincide with periods of social change in the United States. This two-part study explored the effects of social movements on the trajectory of entrepreneurial firms. Study one delved into the business histories of six prominent African-American beauty industry entrepreneurs active during the First Great Migration, Civil Rights, and Black Lives Matter eras. Findings suggest that entrepreneurial opportunities and decision-making evolve as social action cycles progress. Study two scaffolded atop study one’s findings and concentrated on entrepreneurial actions inspired by change movements. Specifically, while movements are emergent, entrepreneurs respond to social and market constraints by introducing a service or product-based remedy. As movements progress, entrepreneurs carve and serve a defined niche while contending with whether to contract market positioning or expand it (bound-radiate paradox). It used the Golden Age of hip hop and its wake as the focal socio-cultural movement, along with its derivative streetwear fashion industry, to probe deeper into the interplay between social movements and entrepreneurial decision-making; it examined bound-radiate decisions and in doing so unlocked a novel value-based framework that motivates entrepreneurs to act, conceptualized via the Value-Based Three-States Model. Results expand the opportunity perception and realization literature and increase the knowledge base on conditions affecting the success of black-owned businesses. Study findings could be the foundation for a research-informed decision-making matrix that employs knowledge of patterns and trends to predict and respond to uncertainty and competition. The matrix could serve as a roadmap for aspiring and current entrepreneurs, along with their consultant allies, which helps read market directionality, informs strategic planning, and aids in the defter navigation of analogous circumstances. / Business Administration/Entrepreneurship

Denna studie undersöker vilken påverkan förpackningsdesign har inom skönhetsindustrin men även hur hållbara förpackningsalternativ, med fokus på påfyllningsbara produkter, påverkar återköp. Genom en kvalitativ forskningsmetod, där semistrukturerade intervjuer användes för att samla in data, visar resultatet att förpackningsdesignen identifieras som en avgörande faktor för sensorisk njutning och produktupplevelse. Färg, form och materialval spelar en betydande roll i köpbeslut, där färg och material har större inverkan än formen. Vissa färger associeras med lyx och kvalitet, medan material som glas upplevs som högre kvalitet och mer miljövänligt jämfört med plast. Förpackningens funktion är också avgörande, där välfungerande och skyddande förpackningar stärker konsumenternas förtroende. Hållbarhetsfaktorer är viktiga för konsumenterna, där miljövänliga material samt information om hållbarhet på förpackningen har en positiv inverkan. Påfyllningsbara förpackningar lockar konsumenter och kan förbättra varumärkesimagen samt ge ekonomiska fördelar för både konsumenter och producenter. Vidare har påfyllningsbara produkter potential att öka återköpen genom att erbjuda ekonomiska fördelar och möta efterfrågan på miljövänliga alternativ. Konsumenterna sparar pengar genom att köpa påfyllningar istället för nya förpackningar, vilket ökar sannolikheten för återköp. Första intrycket av en produkt påverkar initiala köpbeslut, medan produktens kvalitet och funktion är avgörande för återköp. Företag som investerar i hållbara förpackningslösningar och upprätthåller hög produktkvalitet kan därmed bygga starka kundrelationer och öka kundlojaliteten på lång sikt. / This study investigates the impact of packaging design within the beauty industry, as well as how sustainable packaging options, with a focus on refillable products, influence repurchase behaviour. Through a qualitative research method, where semi-structured interviews were conducted to collect data, the results show that packaging design is identified as a crucial factor for sensory enjoyment and product experience. Colour, shape, and material choices play a significant role in purchasing decisions, with colour and material having a greater impact than shape. Certain colours are associated with luxury and quality, while materials like glass are perceived as higher quality and more environmentally friendly compared to plastic.The functionality of the packaging is critical, with well-functioning and protective packaging enhancing consumer trust. Sustainability factors are important to consumers, and eco-friendly materials as well as information about sustainability on the packaging have a positive impact. Refillable packaging attracts consumers and can improve brand image as well as provide economic benefits for both consumers and producers. Refillable products have the potential to increase repurchase by offering economic advantages and meeting the demand for eco-friendly alternatives. Consumers save money by buying refills instead of new packages, which increases the likelihood of repurchase. The first impression of a product influences initial purchase decisions, while product quality and functionality are crucial for repurchase. Companies that invest in sustainable packaging solutions and maintain high product quality can build strong customer relationships and increase customer loyalty in the long term.

The diploma thesis looks into luxury beauty industry. The aim is to define problem areas in the communication strategy of luxury cosmetics brand of specific company with a focus on sales promotion in a specific distribution channel and propose possible solutions for improvement based on the analysis. Verification of the problem and the recommendations for its improvement will take place on the basis of in-depth interview techniques, observation of merchandising in specific distribution chanel and focus group with consumers of the beauty brand.

Digitaliseringen har påverkat samhället på många olika sätt, företag och konsumenter är inget undantag. E-handeln är i en stark tillväxtfas och man ser även hur olika branscher tar plats på den nya digitala marknaden. Skönhetsindustrin är en av dessa branscher som vuxit de senaste åren inom e-handeln. I takt med detta är det av intresse att undersöka varför konsumenter väljer att handla skönhetsprodukter online. Denna kvalitativa undersökning har studerat hur kvinnor i åldern 25-40 år väljer att handla skönhetsprodukter och hur faktorer som bekvämlighet, pris och information är avgörande vid köp. Studien undersöker det traditionella konsumentbeteendet jämfört med den nya digitala konsumenten och hur digitalisering påverkar hur konsumenter handlar skönhetsprodukter. Genom digitala verktyg som mobiltelefon har digitalisering bidragit till ett förändrat konsumtionsmönster där digitala verktyg som sociala medier och influenser börjat ta plats. Studiens syfte är att både kartlägga och förstå faktorerna som är av vikt vid inköp av skönhetsprodukter online, i syfte att bidra till kunskap för företag på den konkurrerande nya digitala marknaden. / Digitalisation has affected society in many ways, companies and consumers are no exception. E-commerce is in a strong growth phase and one can also see how different industries are taking their place in the new digital market. The beauty industry is one of those industries that has grown in the recent years in the field of e-commerce. In line with this, it is of interest to examine why consumers choose to shop for beauty products online. This qualitative study has studied how women between 25-40 years of age choose to buy beauty products and how factors such as convenience, price and information are crucial when buying. The study examines traditional consumer behaviour compared to the new digital consumer and how digitalisation affects how consumers buy beauty products. Through digital tools such as mobile phones, digitalisation has contributed to a changed consumption pattern where digital tools such as social media and influences have begun to take place. The aim of the study is to understand the factors that are important when purchasing beauty products online to contribute to knowledge for companies in the competing new digital market.