Consumer Behaviors and Marketing Strategies of Cosmetic Com- panies. An Exploratory Study

Tonino Pencarelli, Elisabetta Savelli and Selene Tombari

Micro & Macro Marketing, 2022, issue 1, 35-69

Abstract: The Italian cosmetic sector is rapidly changing due to the digital transformation and the introduction of new technologies that allow the consumer to move in a physical and digital space where product dimensions, relationship and experience have increasingly less defined borders. This paper investigates the way in which consumers perceive the cosmetics’ value through the different channels (traditional vs. digital) and the main tools they prefer to interact in the pre, during and post-purchase phase of its customer experience. The study is also extended to Italian cosmetic companies in order to understand any gaps that arise between the preferences and perceptions of consumers and their marketing choices. Despite its exploratory nature, the research shows some interesting gaps between customer expectations and business value proposals, which suggest the opportunity to redefine marketing strategies by increasingly focusing on the integration between traditional, digital, relational and experiential marketing, aimed at optimizing the customer experience regardless of the different channel and steps of the customer journey in which the consumer is located.

Keywords: Cosmetics; experiential marketing; consumer behavior; customer experience; Italy. (search for similar items in EconPapers)
Date: 2022
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