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The consumption of beauty products on famale young adults in Portugal. Recommenrations for the brand Lancôme to improve its store trafic
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Orientador(es)
Resumo(s)
This project aims to explore the Portuguese Beauty and Cosmetics market, and to
discuss the usage and purchase behaviour of young female adults, between 18 and 26
years old. After a market analysis based on secondary data, it evaluates the results of
qualitative and quantitative research based on 9 interviews and 126 online
questionnaires to explore the consumers’ reasoning when choosing products from this
category – fragrances, skin care or make-up – as well as their attitude towards brands,
with a special focus on the premium cosmetics brand Lancôme. Contrary to our
expectations there was no statistically significant positive influence of the online
touchpoints within this age segment’s purchase intention. However, results indicate that
Lancôme is already being perceived by some as young and modern, but is still suffering
the threat of Mass Market brands that are valued by this target, mainly due to a price
sensitivity towards premium beauty brands.
Descrição
Palavras-chave
Female young adults Beauty industry Premium cosmetics Purchase drivers