{"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":"building-emotional-connections-in-cosmetics-and-our-research-findings","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/zh_hk\/building-emotional-connections-in-cosmetics-and-our-research-findings\/","title":{"rendered":"Building Emotional Connections in Cosmetics"},"content":{"rendered":"
\"SIS<\/figure>\n\n\n\n
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Beauty means 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

We shadowed women who used cosmetics daily and spent a considerable amount of money per week on cosmetics in order to understand their daily routines, shopping habits, and customer needs regarding cosmetics. The findings were fascinating and indicated that women mostly used cosmetics to satisfy functional needs, such as concealing blemishes and oily skin.\u00a0 But the research also found a large opportunity<\/a> to capture the emotional benefits of the product, such as bonding with other women.<\/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<\/a> 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<\/a> experiences, they consistently come back to products with which they have emotional connections.<\/span><\/p>\n

Opportunities for Beauty Marketers:<\/h2>\n