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  1. Surveys
  2. 2012
  3. May
  4. C
  5. Consumers’ Cosmetic Preferences-Task 2
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This study investigates consumers’ preferences for and perception of beauty industry. There are four tasks in the survey. The instructions of each task will show on at the beginning of the task.

Five companies are represented in the study. A brief description of each brand, drawn from information on their official websites listed below.

Laneige--- Laneige is the largest cosmetics brand in South Korea. The brand scientifically studies water, which they think that is the source of life and the most important element of healthy skin, for optimal hydration. The bestseller product of Laneige is “Water Sleeping Pack_EX”. The brand became available outside of South Korea since 2003, it now sell on 15 global markets.

Clinique--- The Estee Lauder Companies founded this brand in 1968 as the first dermatologist-created, prestige cosmetic brand. The major selling point on this brand is that they formulate their product avoiding known allergens. It claims that the products of Clinique are allergy tested, 100% fragrance free. The most notable product on Clinique is their 3-step system. It could maintenance of hygiene and cleanliness as the foundation of caring for all skin types. Nowadays, this brand sells in over 139 counties.

Shiseido--- Shiseido Company, Limited is a major Japanese cosmetics produce. It is the oldest cosmetics company (140th) and the fourth largest cosmetics company in the world. The aim of Shiseido is to use scientific methods to develop high-quality cosmetic products. The notably product of this brand are Bio-performance eye cream and the line of Sun care. There are now about 25,000 Shiseido chain stores in Japan and sell in over 100 counties.

SK-II--- This cosmetic brand launched in Japan since 1980. SK-II is products under a U.S company call Max Factor. In 1991, Procter and Gamble (P&G) took over Max Factor that including SK-II. The most famous product of this brand is “Facial Treatment Essence”. The major selling point of SK-II is the “Pitera” formula of the product. It clams to help women get skin change. SK-II has expanded into over 17 markets, such as Singapore, Australia, South Korea, Taiwan U.K etc. SK-II now is under a name of Luxury skin care. It is one of the most expensive cosmetic products in the world.

Neutrogena--- In October 3, 1994, Neutrogena Corporation operates as a subsidiary of Johnson & Johnson. It offers personal care products for acne, anti-aging, face, body, hair, and sun protection. The company also provides skincare products for men. The notably product of this brand is cleanser. The research showed that few minutes after washing with the cleanser, the skin was able to return to it s normal PH. Today, Neutrogena market a line of lower price in over 70 countries. It claims to make consumer’s live quickly and easily while its product still remain high quality.


Task 2: Cosmetic Purchase Promotions

This second task asks you to indicate how likely you would be to purchase the product of a cosmetic brand in the following scenario.

1. VIP Membership system.
2. Price
3. Professional support
4. Training
5. Product Sample
6. Cosmetic coupon

For each of the following scenarios (labelled programs A through H), please consider carefully how attractive it is and how likely you would be to buy products from the brand.
 
 
Scenario A
• This promotion does not have a VIP membership system, all members have the same benefit.
• Accumulate points from every purchase that could get a long-term 10% discount.
• This promotion does not provide any beautician’s support.
• This promotion does not provide any make-up/skincare lesson.
• Send out free sample of the product.
• With every purchase over $200, you can get a coupon in the value of $50.
Very Unlikely to Buy 1 2 3 4 5 6 Very likely to buy 7
Given the scenario above, how likely would you be to buy this brand?
 
 
Scenario B
• This promotion has a VIP membership system (members would get the information about new product and new promotion, with benefits for higher ranked members).
• Accumulate points from every purchase that could get a long-term 10% discount.
• Provide a skin type check and recommendation by a beautician at all stores.
• This promotion does not provide any make-up/skincare lesson.
• This promotion does not provide any free sample of the product.
• With every purchase over $200, you can get a coupon in the value of $50.
Very unlikely to buy 1 2 3 4 5 6 Very likely to buy 7
Given the scenario above, how likely would you be to buy this brand?
 
 
Scenario C
• This promotion has a VIP membership system (members would get the information about new product and new promotion, with benefits for higher ranked members).
• This promotion does not have any discount.
• Provide a skin type check and recommendation by a beautician at all stores.
• This promotion does not provide any make-up/skincare lesson.
• Send out free sample of the product.
• This promotion does not provide any coupon.
Very unlikely to buy 1 2 3 4 5 6 Very likely to buy 7
Given the scenario above, how likely would you be to buy this brand?
 
 
Scenario D
• This promotion does not have a VIP membership system, all members have the same benefit.
• This promotion does not have any discount.
• Provide a skin type check and recommendation by a beautician at all stores.
• Provide free make-up/skincare lesson for every $300 purchase.
• Send out free sample of the product.
• With every purchase over $200, you can get a coupon in the value of $50.
Very unlikely to buy 1 2 3 4 5 6 Very likely to buy 7
Given the scenario above, how likely would you be to buy this brand?
 
 
Scenario E
• This promotion has a VIP membership system (members would get the information about new product and new promotion, with benefits for higher ranked members).
• This promotion does not have any discount.
• This promotion does not provide any beautician’s support.
• Provide free make-up/skincare lesson for every $300 purchase.
• This promotion does not provide any free sample of the product.
• With every purchase over $200, you can get a coupon in the value of $50.
Very unlikely to buy 1 2 3 4 5 6 Very likely to buy 7
Given the scenario above, how likely would you be to buy this brand?
 
 
Scenario F
• This promotion does not have a VIP membership system, all members have the same benefit.
• This promotion does not have any discount.
• This promotion does not provide any beautician’s support.
• This promotion does not provide any make-up/skincare lesson.
• This promotion does not provide any free sample of the product.
• This promotion does not provide any coupon.
Very unlikely to buy 1 2 3 4 5 6 Very likely to buy 7
Given the scenario above, how likely would you be to buy this brand?
 
 
Scenario G
• This promotion does not have a VIP membership system, all members have the same benefit.
• Accumulate points from every purchase that could get a long-term 10% discount.
• Provide a skin type check and recommendation by a beautician at all stores.
• Provide free make-up/skincare lesson for every $300 purchase.
• This promotion does not provide any free sample of the product.
• This promotion does not provide any coupon.
Very unlikely to buy 1 2 3 4 5 6 Very likely to buy 7
Given the scenario above, how likely would you be to buy this brand?
 
 
Scenario H
• This promotion has a VIP membership system (members would get the information about new product and new promotion, with benefits for higher ranked members).
• Accumulate points from every purchase that could get a long-term 10% discount.
• This promotion does not provide any beautician’s support.
• Provide free make-up/skincare lesson for every $300 purchase.
• Send out free sample of the product.
• This promotion does not provide any coupon.
Very unlikely to buy 1 2 3 4 5 6 Very likely to buy 7
Given the scenario above, how likely would you be to buy this brand?
 
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