Abstract:
The concept of having a positive brand image and offering high-quality products is something
that generally tends to be recognized as important by companies within the cosmetic industry.
This raises the question of asking what actually causes one brand to be perceived as higher in
quality and more favorable than another. With the seemingly endless variety of makeup products
placed in front of the public eye in stores, advertisements, and via online retailers, it can be
difficult for consumers to differentiate between products when making a purchasing decision. As
a result, purchasing decisions are often made based on which makeup brand a consumer
perceives as higher in quality than the others. When looking into the factors that contribute to
building these perceptions of quality within consumers’ minds, it can be seen that the number of
contributors is nearly as abundant as the amount of product offerings on the market. Nonetheless,
by understanding the values of their target market and the factors that contribute to their
perceptions, a brand has a greater chance of positioning themselves as high-quality in
consumers’ minds, which is critical to their success within the highly competitive cosmetic
industry.
