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The Beauty of Brand Loyalty: – a case study of how marketers view Millennials' brand loyalty in the beauty industry
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The generation of Millennials is becoming a very important segment in today's beauty

market, because of their large size, purchasing power and engagement on social media.

The Millennial consumers are heavy buyers of beauty products, but heavy buyers are not

always loyal to the beauty brands. The concept of what is considered beautiful constantly

changes, and there is an aspect of trendiness to the use of cosmetic products. Brands

launch new products on a regular basis to follow fashion and because the product lifecycle

often is short, and purchasing what is trendy right now might not leave much room

for loyalty, as other brands or products are soon trendier.

There are constricting views on whether it is possible to achieve brand loyalty among

Millennials. Many question the possibility of gaining brand loyalty among this

generation, others state that while they could possibly be loyal, this usually only lasts for

a short period of time. Although several attempts to establish whether Millennials are in

fact brand loyal have been made, few have looked at how marketers view brand loyalty

when marketing to Millennials. Therefore, the purpose of this study is to add

understanding of how companies in the beauty industry can work to create brand loyalty

among Millennials, through a case study of the world leading beauty company, L'Oréal.

This exploratory study takes on an inductive research approach, as it aims to add

understanding in the field of brand loyalty among the generation Millennials. In order to

answer the research questions, five semi-structured interviews were conducted on

marketers who are experts in the field of marketing towards Millennials.

The results of this study showed that the generation Millennials is an important target

group in the beauty industry of today, due to their large size and strong power of choice.

There is a congruence between the Millennial self-image and brand image, which proves

the importance of a positive brand image. The findings also showed that it is important

for companies to speak the language of Millennials but still keep a coherent balance

among brands. Offering an experience to Millennials makes them more perceptible to

brand loyalty, if the experience is positive, and co-creating brand personalities can help

in this endeavor as well. Other valuable findings showed the importance of authenticity

and credibility together with of a full range brand portfolio, due to lower incentives to

switch between brands. This study contributes with understanding to how marketers in

the beauty industry can work towards achieving brand loyalty among the generation

Millennials, by giving examples of how five experienced marketers at L’Oréal works

with this challenge. Furthermore, the results of this study contribute to the research gap

and are applicable in the research area of brand loyalty in the beauty industry. The study

uncovered that digital marketing works without paid media, but paid media without

digital marketing is not an option. Therefore, one of our recommendations to companies

in the beauty industry is to always use digital media while marketing towards the

generation Millennials.

Place, publisher, year, edition, pages
2017. , 67 p.
Keyword [en]
Brand loyalty, Millennials, brand management, marketing, beauty industry, beauty marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-137526OAI: oai:DiVA.org:umu-137526DiVA: diva2:1119658
Educational program
Master's Programme in Marketing
Presentation
2017-05-31, 15:00 (English)
Supervisors
Examiners
Available from: 2017-07-05 Created: 2017-07-04 Last updated: 2017-07-05Bibliographically approved

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