Transparency as a Marketing Method for Product Launches in the Cosmetics Industry
Shamburger, Katariina (2021)
Shamburger, Katariina
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202105189232
https://urn.fi/URN:NBN:fi:amk-202105189232
Tiivistelmä
Transparency has become a trending topic in the cosmetics industry in recent years, and consumers are demanding cosmetics companies to be more transparent with their products and business operations. In late 2019, Shane Dawson revealed a web series that provided consumers transparency into the cosmetics industry, more specifically into the operations of Jeffree Star Cosmetics. The web series brought upon this Bachelor’s thesis topic to use transparency as a marketing method for product launches.
This thesis aimed to study how transparency could be used during new product development to generate consumer engagement for the prelaunch of a cosmetic product. The goal of the thesis was to provide a new marketing method and demonstrate how cosmetics companies could implement the method. To answer this question, the thesis focused on the web series about the Jeffree Star x Shane Dawson Conspiracy Collection and analyzed the content of the episodes.
The thesis established the theory of transparency and the concepts that appear in the web series. The theory section discussed the basic knowledge of corporate transparency, the marketing methods used for transparency, new product development, and knowledge about the cosmetics industry.
The research section of the thesis was split into two phases. The first phase included qualitative research that concentrated on the web series and analyzed how the company displayed transparency. The second phase included quantitative research that concentrated on the success of the case company from the consumer point of view.
The research revealed that the web series provided consumers with a comprehensive look at the new product development process of the Conspiracy Palette. By using the web series as an outlet for transparency, the case company disclosed the new product development process before the product was launched. The research also revealed the consumers buying behavior towards the case company’s transparency and what aspects of the web series impacted them the most.
This thesis, and the studies conducted, helped cosmetics companies to understand transparency and presented a general layout for using transparency as a marketing method. Cosmetics companies are recommended to transparently display their new product development process through video marketing. The video(s) should also reveal a deeper look into the personal lives of those creating the product, allowing consumers to build a connection to the product and the company.
This thesis aimed to study how transparency could be used during new product development to generate consumer engagement for the prelaunch of a cosmetic product. The goal of the thesis was to provide a new marketing method and demonstrate how cosmetics companies could implement the method. To answer this question, the thesis focused on the web series about the Jeffree Star x Shane Dawson Conspiracy Collection and analyzed the content of the episodes.
The thesis established the theory of transparency and the concepts that appear in the web series. The theory section discussed the basic knowledge of corporate transparency, the marketing methods used for transparency, new product development, and knowledge about the cosmetics industry.
The research section of the thesis was split into two phases. The first phase included qualitative research that concentrated on the web series and analyzed how the company displayed transparency. The second phase included quantitative research that concentrated on the success of the case company from the consumer point of view.
The research revealed that the web series provided consumers with a comprehensive look at the new product development process of the Conspiracy Palette. By using the web series as an outlet for transparency, the case company disclosed the new product development process before the product was launched. The research also revealed the consumers buying behavior towards the case company’s transparency and what aspects of the web series impacted them the most.
This thesis, and the studies conducted, helped cosmetics companies to understand transparency and presented a general layout for using transparency as a marketing method. Cosmetics companies are recommended to transparently display their new product development process through video marketing. The video(s) should also reveal a deeper look into the personal lives of those creating the product, allowing consumers to build a connection to the product and the company.