Perceptions of quality within the cosmetic industry

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.