CONSUMER BEHAVIOUR
This report looks at examining the consumer behaviour of customers for the drugstore makeup brand Rimmel. It seeks to understand who these consumers are and what it is they are looking for from the brand: it understands who this connects to them emotionally and the drives and motivations that lead them to purchase.
From this suggestions have been proposed that Rimmel could adopt that would target consumers better. Please see the second document below for this creative outcome.
CONSUMER BEHAVIOUR
This report looks at examining the consumer behaviour of customers for the drugstore makeup brand Rimmel. It seeks to understand who these consumers are and what it is they are looking for from the brand: it understands who this connects to them emotionally and the drives and motivations that lead them to purchase.
From this suggestions have been proposed that Rimmel could adopt that would target consumers better. Please see the second document below for this creative outcome.
Industry Reports & Essays
This essay looks to explore the future of luxury in relation to the beauty industry and its economy. It seeks to understand what is deemed as 'luxury beauty' and in turn why we then purchase these products. It then also attempts to understand the relationship we, as consumers, have with these products and how the industry will look at expanding in the future based off of this. This research has been extremely influential in my understanding of the beauty industry and has informed my other work.
THE FUTURE OF LUXURY: THE BEAUTY ECONOMY
I've explored how and why people consume fashion products and where this desire to do so comes from. From this, I have looked at whether we consider the implications that this has on the wider environment and society. As consumers we are constantly looking for ways to better ourselves and our lives which has allowed brands to market consumptions as a solution to our problems: this dangerous message is fuelling our purchasing habits and is having a dangerous impact on the environment and society. This has been described as "careless production and endless consumption" and although the wider fashion industry is beginning to make changes that aim to reduce the environmental footprint fashion has, a large part of the problem still lies with consumers and their purchasing behaviours.
MORALS & VALUES: PSYCHOLOGY OF CONSUMPTION