MA Masters Thesis: An investigation into why fashion brands enter the beauty market

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CREATING A DYNAMIC BRAND EXTENSION FOR TIFFANY & CO. TO ENTER THEBEAUTY MARKET2
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Page 6 and 7: CONTENTSFig 1. Designer Street Sign
Page 8 and 9: ACKNOWLEDGMENTSI would first like t
Page 10 and 11: 32
Page 12 and 13: INTRODUCTIONBeauty, as we know it,
Page 14 and 15: RESEARCH QUESTIONSThe purpose of th
Page 16 and 17: HeroPRODUCTS(Based on secondary res
Page 18 and 19: Fig 5. Bullet close up, 201911
Page 20 and 21: 4. METHODOLOGYIn order to attain th
Page 22 and 23: RESEARCH STRATGIESQUANTITATIVEQuant
Page 24 and 25: OBJECTIVES MATRIX1. To investigate
Page 26 and 27: ANATOTHE CO195
Page 28 and 29: 21Fig 8. Make-up Shelf, 2019
Page 30 and 31: Since the 17th century, cosmetics h
Page 32 and 33: 2019Fig 10. Category growth of cosm
Page 34 and 35: tonersscrubsSkincaremoisturiserscle
Page 36 and 37: GROWTH OF THE COSMETIC MARKETThe gl
Page 38 and 39: DIRECT CONTRIBUTION TO GDP OF BEAUT
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Page 42 and 43: FASHION BRANDS ALREADLUXURBToGCHGio
Page 44 and 45: BRANKNOWbag’FOUN183 yecosmeSincef
Page 46 and 47: BRAND: MoschinoKNOWN FOR: Being an
Page 48 and 49: BRAND: JimmyKNOWN FOR: AfragrancesF
Page 50 and 51: Fig 21. Smashed lipstick, UnknownTH
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The ‘lipstick effect’ (proposed
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louboutin beauty lineFig 24. Loubou
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Consumer emotion is a significant p
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Luxury52
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Fig 26. luxury makeup review moodbo
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Fig 27. Louis Vuitton moodboard, 20
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THE YEARSFig 28. Dior through the y
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CLINIQUETHE MEDICAL APPROACHCLINIQU
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Fig 30. Materalistic Christmas, 202
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HOW PURCHASING COSMETICS MAKES US F
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Fig 31. Skincare emotions, 202066
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gloss finishembossingFig 32. Produc
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BY TERRY££ByTerryThe brand is lux
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useremotionalexperienceproductaesth
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Fig 39. The Ordinary, 201974
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Fig 41. Louboutin mascara, 201976
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Fig 43. Beauty Bakerie Coco palette
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hypnotizing videos of transformed s
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Glamour and magic which creates ade
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Rose gold fand glass packaging - lu
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Highly creates consumer trust‘How
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rketing AND influencers88
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High consumer exposureSocial media
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roductdientsnds. Itstableveganagram
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T F O R M S94
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Fig 52. James Charles, 2020Everyday
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Fig 54. NikkiTutorials Moodboard, 2
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NAME: WayneGossPROFESSION: Professi
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Fig 57. TikTok Phone Screen 2020102
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, 2020instant gratification and sho
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INSTAGRAMInstagram is one of the mo
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Fig 61. Instagram eyelooks moodboar
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LIMITATIONSCONSUMER REACHent platfo
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action feed thatsations betweening
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th aeticsm torm-‘ins’toandDue t
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116
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Within the theme of products, attac
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Fig 68. Tom Ford Cosmetics Flatlay,
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Fig 70. Infuencer YouTube ScreenSho
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PACKAGINGResults show that product
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[P187] “I invested in a whole new
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Discussion128
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the top of Maslow’s Hierarchy of
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Fig 75. All the nudes makeup, 2019F
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Consumers showing that theywill sti
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usion136
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HMENTS BETWEEN CONSUMERSroves that
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LOWDOWN• The data analysis fulfil
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1 2Fig80. Mascara wand, Unknown142
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144
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Belk, R.W., 1992. Attachment to pos
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Fournier, S., 1998. Consumers and t
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Ketchum, C., 2005. The essence of c
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OxfordLearnersDictionaries. n.d. Co
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Vickers, J.S. and Renand, F., 2003.
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Gladieu, S., 2019. Christian Loubou
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Ree, 2020. Jimmy Choo Lipstick Sedu
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Johnson, K. K. P. & Kang, M., 2011.
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Theories_A_Critical_Review [Accesse
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164
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Fig 44. Benjafield G, 2020. Charlot
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PESTLE ANALYSISPESPoliticalDue to t
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SURVEY170
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SURVEY172
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SURVEY200 participantsQuestion 1: H
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SURVEYRESU LTSYes: 161 (80.5%)No: 2
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SURVEYRESU LTS178
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SURVEYRESU LTS2020/06/23 12:22:39 1
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2020/07/17 7:29:56 18-24 AM GMT+1 R
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How regularly do you purchase new c
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Few times a monthHigh-end (Clinique
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Once every fortnightFew times a mon
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Hair dyeeyeshadow palettesNail poli
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LipstickEyeshadowMascaraEyeshadow,
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Does BRANDING impact your purchase
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YesNoYesYesYesYesOnly label/brand,
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YesYesYesYesYesYesYesYesYesYesYesYe
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NoYesYesYesNoYesNoYesYesYesYesYesYe
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202YesYesNoYesYesYesYesYesNeither o
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Are you influenced by social media
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If I‚Äôve been unsure about buy
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YesYesYesYesYesYesYesYesNeither orN
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NeverSometimesNeverSometimesNeverno
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RarelyAll the timeNeverSometimesSom
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[Price - "I look [Quality for low-c
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3rd 1st 5th 6th 2nd In-store2nd 1st
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2nd 1st 6th 5th 4th In-store5th 3rd
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Does the way a PRODUCT LOOKS, and i
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Boots and SuperdrugSuperdrugSuperdr
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Are you more inclined to purchase n
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If I love and I want to try one of
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Yes, but not high street storesYesN
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Hair dyebought the Fenty Beauty con
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Lipstick from KikoFoundationLipstic
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How Has COVID-19 affected your purc
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I‚Äôve bought a lot more produc
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I haven‚Äôt bought anything dur
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PARTICIPANT 1240
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PARTICIPANT 2242
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PARTICIPANT 3244
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PARTICIPANT 4246
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PARTICIPANT 5248
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PARTICIPANT 6250
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PARTICIPANT 7252
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PARTICIPANT AI mean if that's somet
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PARTICIPANT AGemma B 12:05But yes o
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PARTICIPANT AGemma B 22:56Yeah, no,
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PARTICIPANT AGemma B 33:57So yeah,
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PARTICIPANT A262
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PARTICIPANT Bresources. And so she,
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PARTICIPANT Bstarted to go down tha
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PARTICIPANT Bwarehouses at the back
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PARTICIPANT Bexpect those girls gen
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PARTICIPANT B272
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PARTICIPANT CIntervieweeAw you are
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PARTICIPANT CGemma B 22:50Yeah I mi
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PARTICIPANT COh really, that's good
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PARTICIPANT Cand it's massively aff
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PARTICIPANT C282
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PARTICIPANT Dknow if this is or isn
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ADDITIONAL CONSENT FORMSHi Sophia!I
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ADDITIONAL CONSENT FORMSNo worries
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ADDITIONAL CONSENT FORMS290
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MA Masters Thesis: An investigation into why fashion brands enter the beauty market

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