More than a glance : keys to Generation Z beauty brand loyalty
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This study explores the origin of the author's interest in beauty brand loyalty, tracing it back to middle school and detailing the evolution through personal experiences and observations. The research delves into the dynamics of beauty industry representation, focusing on Generation Z's criteria for brand loyalty and the influence of values. By applying generational cohort theory, the study aims to uncover the factors that drive consumer interactions with individual products versus the brand as a whole. I looked into 11 beauty enthusiasts' motivations, routines, and values involving cosmetic products. The research addresses a significant gap in understanding how Generation Z perceives beauty products, brand imagery, and values in a saturated media environment, providing insights for cosmetic professionals to comprehend the motivations behind product purchases and effective messaging strategies.
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M.A.