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Nos últimos anos, a indústria da beleza e cosmética tem testemunhado uma rápida evolução e relevado bastante resiliência face às crises económicas globais e ao ambiente macroeconómico em constante mudança. Novas tendências de mercado surgiram e as empresas tiveram que adaptar as suas estratégias de posicionamento para atender às expectativas dos novos consumidores, chamados nativos digitais. A presente tese investiga como a Sephora, empresa de perfumaria e cosmética Premium, se posiciona face aos desafios no comportamento das gerações Z e millennials, que parecem ter diferentes hábitos de compra, voltados para a tecnologia e inovação. Para sustentar as conclusões, foi feita uma entrevista à responsável pelos Social Media e Relações Públicas da empresa e um questionário a consumidores de ambas as gerações. Os resultados permitiram afirmar que o posicionamento da empresa se tem manifestado suficiente, dentro daquilo que as novas gerações procuram numa marca e que não houveram diferenças significativas de comportamento entre as duas gerações. A estratégia da empresa pode ser direcionada de igual forma para este público, mas deve concentrar-se na criação de experiências imersivas e memoráveis nas lojas, onde estas gerações mais compram os seus produtos de beleza, com mais tecnologia, inovação e serviços personalizados, para reforçar o posicionamento de uma empresa inovadora e que gera novas tendências.
In recent years, the beauty and cosmetics industry has witnessed rapid evolution and shown resilience in the face of global economic crises and the ever-changing macroeconomic environment. New market trends emerged, and companies had to adapt their positioning strategies to meet new consumers' expectations, called digital natives. This thesis investigates how Sephora, a premium perfumery and cosmetics company, positions itself toward challenges in the behaviour of Generation Z and millennials, who seem to have different buying habits and focus on technology and innovation. For conclusions support, there was an interview with the person responsible for the company's Social Media and Public Relations and a questionnaire to consumers of both generations. The results allowed us to state that the company's positioning has been manifested enough within what the new generations look for in a brand and that there were no significant differences in behaviour between generations. The company can direct its strategy equally directed towards this audience. Still, it should focus on creating immersive and memorable experiences in stores, where these generations most buy their beauty products, with more technology, innovation and personalized services, to reinforce the positioning of an innovative company that generates new trends.
In recent years, the beauty and cosmetics industry has witnessed rapid evolution and shown resilience in the face of global economic crises and the ever-changing macroeconomic environment. New market trends emerged, and companies had to adapt their positioning strategies to meet new consumers' expectations, called digital natives. This thesis investigates how Sephora, a premium perfumery and cosmetics company, positions itself toward challenges in the behaviour of Generation Z and millennials, who seem to have different buying habits and focus on technology and innovation. For conclusions support, there was an interview with the person responsible for the company's Social Media and Public Relations and a questionnaire to consumers of both generations. The results allowed us to state that the company's positioning has been manifested enough within what the new generations look for in a brand and that there were no significant differences in behaviour between generations. The company can direct its strategy equally directed towards this audience. Still, it should focus on creating immersive and memorable experiences in stores, where these generations most buy their beauty products, with more technology, innovation and personalized services, to reinforce the positioning of an innovative company that generates new trends.
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Keywords
Indústria da beleza e cosmética Posicionamento Geração Z Geração Millennial Canal de comunicação Online vs. off-line Beauty and cosmetics industry Positioning Generation Z Millennial Generation Communication channel Online vs. offline