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Desirability and differentiation in cosmetics

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Summary:This thesis examines the drivers of differentiation and desirability in the high-end cosmetics industry. It is set against the backdrop of a saturated market marked by increasing competitive intensity. The aim is to understand how brands can stand out and appeal to consumers. The research is based on a qualitative methodology. Seven semi-structured interviews were conducted with professionals in the sector. A thematic analysis highlights four areas : the product, the experience, the image and communication via influencers and ambassadors. The results show that the product is the basis for brand differentiation through innovation, packaging and performance. However, it appears that innovation alone is not enough and must be accompanied by creative marketing campaigns that are consistent with the brand's positioning. The consumer experience through events in pop-up stores or shops is a tool for desirability. Brand image is key to strengthening their symbolic capital, particularly in the luxury sector, where symbolic perception and emotion take precedence over product functionality. Finally, influencers and ambassadors bring authenticity and visibility as well as prestige and admiration, respectively.
Main Authors:Guillet, Flore
Subject:Indústria cosmética -- cosmetics industry Indústria de produtos de luxo -- luxury products industry Differentiation Desirability Storytelling Customer experience Digital influence Diferenciação Desejo Narrativa -- Narrative Experiência do cliente Influência digital
Year:2025
Country:Portugal
Document type:master thesis
Access type:open access
Associated institution:ISCTE
Language:Portuguese
Origin:Repositório ISCTE

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