Sustainable marketing, beauty world, marketing, sustainability, beauty industry, consumer behaviour, millennials, green beauty, greenwashing, L'Oréal
Sustainability is not a new trend. It appears for the first time in the 1970s. For many years, beauty brands knew zero competitions. This market changed with the arrival of new brands such as NYX cosmetics, ELF, or Kiko Makeup. Now, we can talk about fast beauty, an industry where we promote excess beauty consumption.
Stephen Clarke, Head of Communications at recycling company Terracycle, supports: "Beauty industry products and packaging have to look good and be pretty so consumers pick them off the shelf and buy them. Plastic packaging brings down production and transportation costs for producers, offering an accessible price for consumers, making beauty and personal care products easy to use, and encouraging disposal and new purchases."
The objective of the dissertation is to analyse the perception of sustainable beauty for the millennials. Indeed, after the health crisis that devasted and changed the world at the beginning of 2020, questions around sustainability have become more intense than ever.
Throughout this study, the real perception of the millennials, also called Generation Y is decrypted based on qualitative study, supported by literature reviews.
The results obtained from the study show that the company's reputation, price and convenience are the most influential factors for the millennials. Notwithstanding, the study conducted also illustrate that there are other factors that may exert some influence. We finish it with 5 strategies that a company can apply.
[...] The place of the lights is strategic in the shop. She wants to find them in front of the mirror, to highlight the products, etc. She states, “Lights and testers are essentials.” For Anissa, the light must be natural and the shop modern. She refers to Marionnaud and Nocibé as “a basic boutique with no design”. Then, she talks about the vision of the new generation. This generation is more inspired by the design and the modernity: "The shop needs to be uniformised and very well marketized." Anissa has some hesitations to choose one product. [...]
[...] It concerns their perceptions of natural beauty products. Those with low scores on both variables were significantly less willing to pay more for natural beauty products. The results also showed that the two groups with a high level of environmental consciousness bought natural beauty products more frequently. It indicates a stronger impact of environmental consciousness than health consciousness on the recurrence of natural beauty product shopping. Health and environmental awareness were both significantly related to a respondent's perceived level of knowledge of beauty products and the capacity to recognize naturally from traditional beauty products. [...]
[...] After the analysis, findings show that the sustainable marketing has its place in the beauty world. People still have a company that cares about the environment in high regard. However, consumers still have bigger priorities than the environment. Indeed, as previously suggested by the results of Boulstridge and Carrigan (2000) consumer's most important criteria are quality, price and convenience. The research confirmed their results and shows that their point of view is deeper than the health crisis impact. To conclude, recommendations were made for companies in general. [...]
[...] It's basically about making the best choice amongst the alternatives. It's an effort to minimise the negative emotions in a bid to maximise the ability to justify the decision. Millennials are the first consumers to grow up in a globally interdependent world, making them more receptive to ethical issues than other generations (Bucic et al.,2012). Nevertheless, the internet and digital communication influence that. More than simply knowing environmental issues, millennials apply their knowledge when making buying decisions and are aware of corporate social responsibility and sustainability (Klimkiewicz & Oltra, 2017). [...]
[...] Nawel is blocked by the 6 shades of concealers. “This may stifle my shopping.” The positive point is the ingredients. They are natural with acid hyaluronic. The price is also a positive point to get more customers. Her final decision is concealer number 2. “I prefer to invest in a high-quality product. A low price product can be dangerous to the skin.” The quality before the price according to Nawel Nathanael 19 Ans - Alsace - Student Nathanael wants a spacious and luminous space. [...]
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