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

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GEMMA BENJAFIELD
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Page 7 and 8: ACKNOWLEDGEMENTSINTROSIGNIFICANCE O
Page 9 and 10: Fig 2. MDO Self Love, 20202
Page 11 and 12: INTRODUCTION
Page 13 and 14: Fig 3. Luxury brand extensions mood
Page 15 and 16: 2.4.3.5.To investigate the emotiona
Page 17 and 18: CHANELsoleil de tan| 2011DIORbackst
Page 19 and 20: 3. SIGNIFICANCE OF STUDYFurther tha
Page 21 and 22: RESEARCH STRATEGY:PHILOSOPHICAL VIE
Page 23 and 24: review. The mini survey’s provide
Page 25 and 26: Fig 7. Dolce & Gabbana Lipstick Ad,
Page 27 and 28: MY OFSMETICIndustry20
Page 29 and 30: COSMETICNOUN (plural cosmetics)1 A
Page 31 and 32: Fig 9. Glossier Lipstick Paints, 20
Page 33 and 34: Fig 11. Serum, 202026
Page 35 and 36: Hair masksConditionersshampoosoilsH
Page 37 and 38: In 2019 the beauty industry reporte
Page 39 and 40: Fig 16. Make-up on the Runway, 2019
Page 41 and 42: 34Fig 17. Luxury cosmetic moodboard
Page 43 and 44: Y IN THE MARKETY FASHIONRANDSLAUNCH
Page 45 and 46: D: HermesN FOR: Rich heritage, exqu
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Page 49 and 50: ChooBritish high fashion house spec
Page 51 and 52: FAST FACTLeonard Lauder, the chairm
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49
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51Fig 25. Louboutin foundations, 20
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HOW PURCHASING LUXURY COSMETICS MAK
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HEDONISMHedonism and status have a
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DIOR THROUGH19471951199320062007The
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CASE STUDYFig 29. Clinique Tooth br
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CONSPICUOUS CONSUMPTIONIn the most
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63
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THE FIRMservice processTHE FIVESENS
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THREE LEVELS OF INDIVIDUALS EMOTION
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DIOR: Branding re-launchN.-lost her
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Fig 34. Beauty Bakerie, 2020PACKAGI
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73Fig 37. Too Faced banana powder,
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MASLOWProducts may cover specific n
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THE PACKAGING MATRIXLockhart (1997)
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STORESBurgandy - instantly symbolis
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ADVERTSMagical science strategies-
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PRODUCTS & PACKAGINGThe brand’s
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DIGITAL MARKETINGTone of voice is i
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THE IMPORTANCE OF Digital ma887
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THE DIFFUSION MODELIn most recent y
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6 FASTEST SELLING BEAUTY PRODUCTS I
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93P L A
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YOUTUBEYouTube is considered as one
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Fig 53. Jeffree Star Moodboard, 202
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NAME: KathleenLightsSelf-made milli
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TIKTOKGen Z is the generation that
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extreme number of content creation
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During 2020, users spend1 billion p
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% of Brands working with influencer
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Fig 62. Breakdown of social platfor
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TwitterFacebookmicroblogging’ sys
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Podcasts Digital audio Beauty podca
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FINDINGSFindings9
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THEMATIC DATA ANALYSIS APPROACHAfte
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BRANDINGQ) Does BRANDING impact you
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INFLUENCERS/SOCIAL MEDIAThis theme
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123
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COVID-19Whilst COVID-19 has been an
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1271 0
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As previously discussed, there are
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USAGE ATTACHMENTUsage attachment ar
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COVID-19The present findings are si
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1351 2Concl
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CONCLUSIONThis study aimed to thoro
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RESEARCH QUALITY EVALUATIONTo condu
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LIMITATIONS & RECOMMENDATIONS• CO
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RECOMMENDATIONIn light of both seco
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13. REFERENCESAaker, D. and Keller,
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Crotty, M., 1998. The foundations o
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Hirschman, E.C. and Holbrook, M.B.,
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McLeod, S., 2007. Maslow’s hierar
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Spence, C. and Velasco, C., 2018. O
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BIBLIOGRAPHYOnline articles:Alonso,
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Schaefer, K., 2008. Hard Times, But
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Crowther, D. and Lancaster, G., 200
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Ryan, G., 2018. Introduction to pos
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Nash, R., Fieldman, G., Hussey, T.,
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FIG REFERENCESFig 1. Favaloro, Unko
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APPENDIX11167
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TTechnologicalIT advances bring rev
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Few times a month: 82 (41%)Very spa
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Timestamp How old are you? What cit
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2020/07/03 6:24:08 18-24 PM GMT+1 C
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2020/07/17 12:29:35 18-24 PM GMT+1
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Very sparingly throughout the yearF
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Very sparingly throughout the yearF
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What makeup/cosmetic products do yo
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Eyeshadow palettesSkincare - cleans
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193Eyeshadow, foundation, anything
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NoYesYesYesNoYesNoYesYesYesYesNeith
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197YesNoNoYesYesYesYesYesYesYesYesY
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199Does the way a PRODUCT LOOKS, an
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201YesNoYesYesYesYesYesYesYesYesYes
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203YesYesYesYesNeither orYesYesNoYe
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205Noit depends- I won't buy a prod
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207YesYesNoYesNoSometimes but skept
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Do you watch makeup tutorials on Yo
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SometimesAll the timeSometimesSomet
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All the timeAll the timeAll the tim
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2151st 3rd 5th 6th 2nd In-store3rd
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2173rd 2nd 1st 6th 5th In-store2nd
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Where do you shop for your cosmetic
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Boots, Cult Beauty, John LewisBoots
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223Cult Beauty, Boots, John Lewis,
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225NoYesNoYesNoYesYesYesYesYesNoYes
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227YesYesYesYesYesNoYesNoNoYesYesNo
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229What was the last cosmetic/makeu
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EyeshadowLiz Earle skincare set (cl
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Fenty FoundationColour corrector, t
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Buying less due to access and less
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I have been to the shops less so bo
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DEEP DIVES239
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DEEP DIVES241
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DEEP DIVES243
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DEEP DIVES245
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DEEP DIVES247
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DEEP DIVES249
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DEEP DIVES251
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INDUSTRY INTERVIEWA store manager a
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INDUSTRY INTERVIEWGemma B 8:40No, t
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INDUSTRY INTERVIEWdon't know if the
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INDUSTRY INTERVIEWand it's the righ
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INDUSTRY INTERVIEWIn my head I'm th
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INDUSTRY INTERVIEWIndustry expert -
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INDUSTRY INTERVIEWfragrance did you
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INDUSTRY INTERVIEWinterviewee :I th
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INDUSTRY INTERVIEWErm have you thou
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INDUSTRY INTERVIEWYou are very welc
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INDUSTRY INTERVIEWFamous British Ac
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INDUSTRY INTERVIEWwhen you get it t
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INDUSTRY INTERVIEWOh really, that's
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INDUSTRY INTERVIEWI really agree. E
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INDUSTRY INTERVIEWintervieweeIt doe
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INDUSTRY INTERVIEWHi Hannah!I hope
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INDUSTRY INTERVIEWPARTICIPANT DI do
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Hi Mel,I hope you're well and don't
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Hi Rebecca! I hope you’re well☺
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293GEMMA BENJAFIELD
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MA Masters Thesis: An investigation into why fashion brands enter the beauty market

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