Background: Sustainability within the skincare industry is an important theme in marketing research. Sustainability sells, but it is necessary to understand how brands can drive consumer engagement on Instagram by using certain appeals. As social media has revolutionized the way consumers interact with brands, engaging online today represents a fundamental factor for a company’s success. Consequently, this study explored in particular CBE of green skincare brands with regards to female European millennials. As we were the first to research the context of three highly relevant fields in today’s time, which are sustainability, Instagram and skincare in the European setting, we contribute with new significant findings. Purpose: The purpose of this study was to understand which appeals drive millennial’s CBE of green skincare brands on Instagram. Thus, particularly green company-created content was examined. Method: The method chosen to answer our study purpose was semi-structured interviews. Therefore, 18 female European millennials have been interviewed to understand their thoughts and opinions concerning our purpose. Hence our study was based on an interpretivist philosophy while an inductive approach was followed. In addition, deductive elements loosely framed this qualitative study, given existing literature in respective fields of this research. Finally, we concluded this study with a conceptual framework, created upon our empirical findings. Conclusion: The results show that in specific three different types of appeals could be identified to drive CBE of green skincare brands on Instagram. These are Affective, Identification, Spokesperson & Trust as well as Factual. With regards to our CBE conceptualization, these three themes all drive CBE to a different extent in terms of cognitive processing, affectionand activation. All in all, this study could identify Affective to be the most relevant appeal in terms of driving CBE as well as affection being the only CBE dimension, which can be driven by all three themes. Green skincare brands can use these findings to understand which appeals drive engagement while also raising awareness around sustainability-related topics.

This bachelor’s thesis is a quantitative study examining the factors influencing the Green Purchase Intention of (green) skincare among European consumers. The underpinning theory for this paper was the Theory of Planned Behavior and its influencing constructs such as Attitude, Subjective Norm, and Perceived Behavioral Control, as well as various selected determinants such as Environmental Concern, Environmental Knowledge, Health Concern, Injunctive Norm, Descriptive Norm, Electronic Word-of-Mouth, Price Sensitivity, Availability, and Perceived Consumer Effectiveness. The determinants were selected after conducting a literature review that primarily consisted of secondary data in the form of research articles dealing with the same research area of Green Purchase Intention. In order to collect primary data relevant to this study, an online survey in the form of a questionnaire was employed. Overall, 385 respondents from various European countries took part in this study. The survey sample was statistically tested using the SPSS AMOS and SPSS software. This was done in order to utilize the data collected fully. Therefore, two hypothesis models were constructed for this study. The results of Model 1, which were tested using SPSS AMOS denoted that Attitude had a significant relationship with Green Purchase Intention of green skincare products. The results of Model 2, which were tested using SPSS showed that Environmental Concern, Environmental Knowledge, Health Concern, and Perceived Consumer Effectiveness had a significant positive relationship with Green Purchase Intention. Thus, as a result, this study offers findings that manufacturers and retailers of green skincare could use to advance their marketing strategies. Primarily, it can be argued that green skincare brands should focus on targeting consumers who are already environmentally conscious rather than trying to gain over consumers with no environmental knowledge and concern. However, we do not deem our results sufficient enough to allow us to provide further managerial contributions.

The skincare sector is among the fastest growing consumer branded products, boasting unprecedented growth rates in emerging markets, as well as steady growth in developed and post-developed markets. Yet, a more relevant question to marketers of branded skincare products is what factors influence consumers’ decisions about where to buy such products, and whether or not to spread positive word-of-mouth (WOM) about products and store preferences. Sirgy’s (1982, 1985) self-congruence theory postulates that the greater the match between a consumer’s self-image and the image of a retailer’s typical patron, the greater the likelihood that the consumer will prefer and patronize that retailer. However, a review of the literature on self-image congruence shows a lack of consensus with respect to: 1) the effect of self-image congruence on retail patronage, and 2) the relative strength of the four dimensions (i.e., actual/ideal self- and social/ideal social self-image) of self-image congruence on consumer preferences and choices (e.g., Ibrahim & Najjar, 2008; Kang, Tang, Lee, & Bosselma, 2012). Further, Sirgy, Grewal, and Mangleburg (2000) suggested that the more a consumer matches a retailer’s store attributes with those of an ideal store, the more likely the consumer will prefer and patronize the retailer. Thus, an integrative model (Sirgy et al., 2000) that captures the effects of retail environment and self-image congruence on retail patronage served as the theoretical foundation of this study. The purpose of this study was to examine interactively the effects of retail environment and self-image congruence on retail shopping experience and patronage behavior of Generation Y-aged (Gen Y) consumers with respect to skincare products (i.e., a sub-sector of cosmetics). Primary data were collected through online surveys from 336 American and 325 Chinese Gen Y consumers. Structural Equation Modeling (SEM) was used to test the hypothesized relationships between self-image congruence, functional congruence, retail shopping experience, and retail patronage behavior. The findings indicate that, across the two sample groups examined, both self-image and functional congruence are related positively to Gen Y consumers’ intentions to spread positive WOM about products and store preferences. In addition, functional, but not self-image congruence, is related positively to purchase intentions across the two groups. Importantly, shopping experience, including satisfaction and pleasure, mediates the relationships between self-image, functional congruence, and retail patronage. Finally, the results of multi-group comparisons show that culture moderates the relative strength of the effect of different dimensions of self-image congruence on Gen Y consumers’ evaluations of retail store attributes and their likelihood to disseminate positive WOM. Specifically, the social-domain of image congruence (e.g., how others see me) had a greater influence on WOM for consumers from a collectivistic culture than it did for those from an individualistic culture. In contrast, the self-domain of image congruence (e.g., how I see myself) had a greater effect on Gen Y consumers’ evaluations of store attributes among those from an individualistic culture than it did for those from a collectivistic culture. This study makes three major contributions to the literature. First, the findings confirm the role of self-image and functional congruence on retail shopping experience and patronage behavior. Second, by using two sample groups from vastly different cultures, the study cross-validates the integrative conceptual model that explains consumers’ retail patronage. Finally, the findings add depth to the original self-image congruence theory by identifying conditions in which the relative strength of the relationships differ.

Aim: In connection with digitalization, companies have increased their use of social media marketing and influencer marketing. Thanks to this, the skincare industry has had a magnificent effect on its sales, where millennial women are a strong target group for its digital marketing. These marketing channels contribute to direct interaction on social media and research has shown that there are seven different behaviors on social media: co-creation, positive contribution, consumption, dormancy, detachment, negative contribution, and co-destruction. The purpose of the study is to understand whether there is a connection between millennial women's behavior on social media in relation to the marketing of skincare and their frequency of purchase of skincare products. The research question that is answered is which behaviors on social media towards marketing of the skincare industry have an effect on millennial women in Sweden's purchase frequency of skincare products. Method: The study is based on a quantitative method with a deductive approach. Hypothesis development and a survey were conducted with a total of 200 respondents who are millennial women living in Sweden. The data were analyzed through multiple regression analysis and is reported through a hypothesis test. Result and Conclusions: The study shows that there is a connection between millennial women's buying frequency and its behavior on social media towards the marketing of skincare products that are co-creative, positive contribution, consumption, detachment, and co-destruction. However, there is a lack of this connection when it comes to the behaviors of dormancy and negative contribution. Contribution of the thesis: The contribution of the study is theoretical knowledge for the skincare industry regarding the effect on the purchase frequency of skincare products that millennial women have, based on their behaviors on social media towards its marketing. The study also contributes with practical knowledge that there are reasons for marketers to pay attention to this in order to achieve increased sales. Suggestions for future research: Further research into the subject could be to apply these behaviors to other industries and populations than those to which this study relates. This is because these behaviors that have been investigated are not limited to a specific industry or population. Another suggestion is to study the effects on specific brands and influencers, as all of them are different and consumers can thus perceive these in different ways. / Syfte: I samband med digitaliseringen har företag fått ökad användning av marknadsföring i sociala medier samt influencermarknadsföring. Tack vare detta har hudvårdsbranschen fått en storslagen effekt i sin omsättning, där kvinnliga millennials utgör en stark målgrupp för dess digitala marknadsföring. Dessa marknadsföringskanaler bidrar till direkt interaktion på sociala medier och forskning har visat att det finns sju olika beteenden på sociala medier: samskapande, positivt bidrag, konsumtion, viloläge, avskildhet, negativt bidrag och medförstörelse. Studiens syfte är att förstå om det finns samband mellan kvinnliga millennials beteenden på sociala medier i relation till marknadsföring av hudvård och deras köpfrekvens av hudvårdsprodukter. Forskningsfrågan som besvaras är vilka beteenden på sociala medier gentemot marknadsföring av hudvårdsbranschen som har en effekt på kvinnliga millennials i Sveriges köpfrekvens av hudvårdsprodukter. Metod: Studien har en kvantitativ utgångspunkt med en deduktiv ansats. En hypotesutveckling samt en enkätundersökning har genomförts där svar från totalt 200 respondenter som är kvinnliga millennials bosatta i Sverige erhölls. Datan har analyserats genom multipel regressionsanalys och redovisas genom en hypotesprövning.  Resultat och slutsats: Studien visar att det finns ett samband mellan kvinnliga millennials köpfrekvens och dess beteenden på sociala medier mot marknadsföring av hudvårdsprodukter som är samskapande, positivt bidrag, konsumtion, avskildhet och medförstörelse. Däremot finns en avsaknad av detta samband när det gäller beteenden viloläge och negativt bidrag. Examensarbetets bidrag: Studien bidrar till teoretisk kunskap för hudvårdsbranschen angående vilken effekt på köpfrekvensen av hudvårdsprodukter som kvinnliga millennials har baserat på deras beteenden på sociala medier gentemot dess marknadsföring. Studien bidrar även med praktisk kunskap om att det finns anledningar för marknadsförare att uppmärksamma detta för att uppnå ökad försäljning.  Förslag till fortsatt forskning: Fortsatt forskning som kan genomföras är att applicera dessa beteenden på andra branscher och populationer än för de som denna studie avser. Detta då dessa beteenden som har undersökts inte är bundna för enbart en specifik bransch eller population. Övrigt förslag är att studera effekten för specifika varumärken och influencers eftersom alla dessa är olika och konsumenter kan därmed uppfatta dessa på olika sätt.

For evaluation of potential skincare ingredients, an in-house method using Static Franz diffusion cells and dialysis membranes was developed. Benzoic acid was chosen as a model substance along with L-ascorbic acid and α-Tocopherol. The cell conditions were tailored to encourage transmembrane diffusion. Benzoic acid was tested in acetate buffer (pH 4.6), which yielded a maximum flux of 0.91 ± 0.03 mg ∙ cm-2 ∙ h-1 and absorption of 103 ± 4 % out of the applied dose after 8 h. There were strong indications that benzoic acid ionization must be suppressed by lower pH to increase penetration rates. L-ascorbic acid yielded a flux of 0.29 ± 0.01 mg ∙ cm-2 ∙ h-1 in phosphate buffered saline (PBS, pH 7.4) and absorption of 87 ± 7 % of the applied dose after 8 h. Experiments with α-tocopherol showed no penetration in PBS with added bovine serum albumin (BSA), leading to the hypothesis that more hydrophobic membranes and/or receptor medium are needed for the study of lipophilic compounds. In addition, the release of benzoic acid from the amorphous mesoporous magnesium carbonate Upsalite® was investigated. The results showed significant release and penetration of benzoic acid from the solid matrix in both acetate buffer and PBS. The maximum flux was estimated to 6.61 ± 0.96 mg ∙ cm-2 ∙ h-1 in acetate buffer and 99 ± 9 %  of the applied dose was absorbed after 3h. Tests of Upsalite with benzoic acid on hydrophobic silicone and Strat-M membranes showed no significant penetration, likely due to insufficient wetting of the sample. Pre-wetting of Strat-M membrane lead to penetration of benzoic acid into the membrane. Flux rates achieved on synthetic membranes are generally much higher compared to skin, which results in this thesis show. In conclusion, data for pure benzoic acid and L-ascorbic acid in the developed method using dialysis membranes showed reasonable agreement with literature. Penetration of benzoic acid is pH-dependent and may be either increased or decreased by choice of skin model or by using Upsalite as vehicle. Choosing a buffer pH below the pKa of the substance may enhance penetration. Introducing L-ascorbic acid in Upsalite could potentially increase the permeation, similar to that of benzoic acid.

Title: Facemasks or antidepressants?    The purpose of this study is to investigate how Indy Beauty communicates on their website and in their first campaign as a means of establishing customer involvement. Therése Lindgren is one of many influencers whom have created or acquired their own brand. Therése uses herself as the face of brand and relies on her own social platforms to advertise her products. To further clarify the study’s purpose two question statements: “In what way does the usage of rhetoric and visual expressions convince the consumer to “Love Yourself”?” and “How do they use mental illness in their strive to create relationships with the consumer?”. To analyse the two question statements we have used theories regarding rhetoric, semiotic, Customer Relationship Management and Customer Involvement Management. The foundation of this study are texts from Indy Beauty’s website together with Indy Beauty’s first advertising campaign. This has been analysed through a qualitative content analysis based on rhetoric analysis and visual social semiotic analysis. The combination of these methods enabled us to answer both question statements within the purpose of this study. Our results show that Therése Lindgren’s own experience of mental illness provides her with a legitimacy and ethos to communicate the “Love yourself” message. Both texts from the website and the advertising campaign portrays Indy Beauty’s products as the solution to mental illness through the usage of both rhetoric and visual expressions. The message itself “Love yourself” can be interpreted contradictory and falls within the framework of femvertising. The consumer is told to “Love yourself” exactly as you are but you still need to use the company’s products to alter and enhance your outside appearance. Our conclusion is that the community and kinship that Indy beauty creates with its consumer, where mental illness is the common denominator, can be disputed about whether its main point is patronage or whether it is just a means to an end for the company to sell its products.

Denna studie utforskar textuell och visuell produktkommunikation för ansiktskrämer från skönhetsmärkena Nivea, Nivea Men, Caia och Recipe for men. Analysen genomförs med hjälp av en multimodal analysmodell som appliceras på varumärkenas produktinformation från respektive hemsida. Studien utgår från teoretiska perspektiv inom sociosemiotik och systemisk- funktionell grammatik där både en språklig och visuell analys görs för att återge en helhetsbild av företagens produktkommunikation. Studiens syfte är att undersöka hur stereotypt kvinnliga och manliga egenskaper och ideal framställs i marknadsföringen av ansiktskrämer. Analysen inkluderar språkliga och visuella aspekter för att ge en omfattande förståelse av produktkommunikationen. Analysen ämnar att besvara hur textuell produktkommunikation ser ut för målgruppen kvinnor jämfört med målgruppen män, samt hur kvinnor och män porträtteras visuellt. Detta görs genom att undersöka användningen av språkliga och visuella resurser och dess betydelse för det kommunicerade budskapet. Resultaten visar att språkliga val i texterna för kvinnor fokuserar på självförbättring genom skönhet och hälsa, medan texterna för män betonar produktens funktioner. Visuellt representerar kvinnliga ideal skönhet och femininitet, medan manliga ideal associeras med status och framgång. Trots likheter i kommunikationen för respektive målgrupp framställs stereotypa ideal. Studien ger insikter om hur språk och bild samverkar för att forma och förmedla könsspecifika budskap inom skönhetsbranschen.