{"id":12020,"date":"2009-03-10T03:10:11","date_gmt":"2009-03-10T03:10:11","guid":{"rendered":"https:\/\/www.sisinternational.com\/building-emotional-connections-in-cosmetics-and-our-research-findings\/"},"modified":"2025-09-16T00:57:35","modified_gmt":"2025-09-16T04:57:35","slug":"construire-des-liens-emotionnels-dans-les-cosmetiques-et-les-resultats-de-nos-recherches","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/fr\/building-emotional-connections-in-cosmetics-and-our-research-findings\/","title":{"rendered":"Cr\u00e9er des liens \u00e9motionnels dans les cosm\u00e9tiques"},"content":{"rendered":"
\"\u00c9tudes<\/figure>\n\n\n\n
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La beaut\u00e9, c\u2019est le business.<\/h2>\n

Cosmetics are often considered a \u201clow-involvement\u201d product, meaning customers often spend little effort choosing between different products. In an age of cosmetic conglomerates rapidly reverse-engineering products, companies are finding that an emotional connection can be an effective way to build brand loyalty.\u00a0 Loyalty is important because it can lower customer acquisition costs, which can be high in the beauty market.<\/span><\/p>\n

We conducted ethnography with women aged 18-22 for a major global cosmetics company.<\/h2>\n

Nous avons suivi des femmes qui utilisaient quotidiennement des produits cosm\u00e9tiques et d\u00e9pensaient une somme d'argent consid\u00e9rable par semaine en produits cosm\u00e9tiques afin de comprendre leurs routines quotidiennes, leurs habitudes d'achat et les besoins des clients en mati\u00e8re de cosm\u00e9tiques. Les r\u00e9sultats \u00e9taient fascinants et indiquaient que les femmes utilisaient principalement des produits cosm\u00e9tiques pour satisfaire des besoins fonctionnels, tels que dissimuler les imperfections et la peau grasse. Mais la recherche a \u00e9galement r\u00e9v\u00e9l\u00e9 une grande opportunit\u00e9 de capturer les avantages \u00e9motionnels du produit, tels que la cr\u00e9ation de liens avec d'autres femmes.<\/span><\/p>\n

Make up was an art satisfying needs for control, fun, self-expression, and confidence<\/h2>\n

Beyond the functional uses for cosmetics, an emotional connection emerges when both functionality and a positive usage experience are satisfied.\u00a0 Make-up is overwhelmingly intertwined with social dynamics. Friends are often \u201cinfluencers.\u201d\u00a0 Marketers need to treat friends as important influencers in the purchasing process, just as a cereal company considers children as influencers in the purchasing decisions of their parents.\u00a0 Even though cosmetic addicts may \u201ccheat on\u201d their favorite product in euphoric shopping experiences, they consistently come back to products with which they have emotional connections.<\/span><\/p>\n

Opportunit\u00e9s pour les sp\u00e9cialistes du marketing beaut\u00e9\u00a0:<\/h2>\n