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Advisor(s)
Abstract(s)
The focus of this thesis is to study the cosmetics industry, understand consumers’ preferences
over point of sales and brands, most important beauty brands’ attributes, as well as cosmetics
consumption habits in the Portuguese market, addressing in detail the company Sephora. To
do so, a Market Research was conducted through an online survey and by an in-depth
interview.
Sephora, a French chain of cosmetics, is owned by the Group LVMH Moet Hennessy and was
founded in 1970. The company has been boosting its presence globaly, and is now present in
31 countries, with over 1700 stores worldwide. In 1993, Sephora launched its own private
label, featuring make-up, skin care, beauty tools & accessories. The brand rapidly became the
retailer best seller due to its product variety, quality, image and innovation, sold at affordable
prices.
In Portugal, the beauty market environment is still traditional. The main conclusions that can
be taken from this dissertation are that women and men have considerable distinct cosmetics
consumption routines, which are related to cultural and educational issues. The majority of
consumers show preference in buying beauty products in perfumeries, and companies should
consider e-commerce as an opportunity for an additional sales channel. Regarding cosmetics’
brands attributes, consumers show less preference for loyalty and higher importance is given
to image, variety of products and quality. Sephora’s target, position and marketing mix
elements are in consonance with consumers’ profiles and perceptions, although the brand
could expand its portfolio regarding products that target men, a growing market segment.