Cosmetic Product Appearance: Strategic Marketing Choices

L’apparence des cosmétiques: les choix marketing

Stephane Magne ()
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Stephane Magne: PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne, LAREQUOI - Laboratoire de recherche en Management - UVSQ - Université de Versailles Saint-Quentin-en-Yvelines

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Abstract: This conference explores the appearance of cosmetic products as a strategic lever at the intersection of aesthetic marketing and design. In an experiential consumption context, product appearance becomes multisensory (shapes, colors, textures, materials, scents) and aims to generate an aesthetic response prior to purchase. The author introduces the concept of "form-design" to analyze sensory stimuli and their impact on consumer perception. He also develops the notion of Personal Aesthetic Sensitivity (PAS), enabling market segmentation based on five major aesthetic consumer profiles. Finally, appearance extends beyond the product itself to the physical and virtual point of sale, paving the way for brand-oriented design management.

Date: 2013-06-14
Note: View the original document on HAL open archive server: https://hal.science/hal-05521706v1
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Published in Colloque Droit et Marketing, Laboratoire CDA-Epitoul, Université Toulouse 1, Jun 2013, Toulouse, France

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