publication . Bachelor thesis . 2017

The Beauty of Brand Loyalty : – a case study of how marketers view Millennials' brand loyalty in the beauty industry

Kulle, Julia; Hellsten, Julia;
Open Access English
  • Published: 01 Jan 2017
  • Publisher: Umeå universitet, Företagsekonomi
  • Country: Sweden
Abstract
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. The...
Subjects
free text keywords: Brand loyalty, Millennials, brand management, marketing, beauty industry, beauty marketing, Business Administration, Företagsekonomi
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