What could the impact of sensory marketing be on the cosmetic industry and its consumers in France?

Résumé du document

Nowadays more and more companies are exposed to massive competition and need to use innovative strategies in order to promote their products efficiently and to differentiate themselves from each other. Hence, a marketing technique has emerged a few years ago: sensory marketing. Beyond a sale strategy, sensory marketing is a set of persuasive means that allow companies to build an affinity and better interact or play with their consumers' five senses; sight, hearing, taste, smell and touch. Products are sensual by nature and companies can use this approach to create, accentuate, or highlight their sensuality.

Extraits

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[...] Sources: Aitamer, G. & Zhou, Q. (2011). Motives and Guidance for the Use of Sensory Marketing in Retailing. The Case of Nature & Découvertes. (Karlstad Business School, 2011) Business Administration Master‟s Thesis. Retrieved from: http://kau.diva-portal.org/smash/record.jsf?pid=diva2:428415 Garg, U. (2011). Sensory branding: Opening up the senses of the consumers. (Institute of Management Technology, Ghaziabad, 2011). Retrieved from http://www.mbaskool.com/business-articles/marketing/832-sensory-branding- opening-up-the-senses-of-the-consumers.html Hulten, B. (2011). Sensory Marketing: The Multi-sensory Brand-experience Concept. European Business Review, 256-273. [...]

[...] What could the impact of sensory marketing be on the cosmetic industry and its consumers in France? Nowadays more and more companies are exposed to massive competition and need to use innovative strategies in order to promote their products efficiently and to differentiate themselves from each other. Hence, a marketing technique has emerged a few years ago: sensory marketing. Beyond a sale strategy, sensory marketing is a set of persuasive means that allow companies to build an affinity and better interact or play with their consumers' five senses; sight, hearing, taste, smell and touch. [...]

[...] doi: 10.1108 /10610420510592554 Nasermoadeli, A., Choon Ling, K. & Maghnati. F. (2013). Evaluating the Impacts of Customer Experience on Purchase Intention. (Faculty of Business and Information Science, UCSI University, 2012). 128-138. doi: 10.5539 /ijbm.v8n6p128 Spence, C. (2007). What is sensory marketing and how does it work? (University of Oxford, 2007). [...]

[...] The main statement of our report deals with; what could be the impact of sensory marketing on the cosmetic industry and its consumers in France? This study deeply examines and shows how consumers behave in response to the brands' marketing and communication strategies, and how they use this approach efficiently. Moreover, this paper will demonstrate the efficiency of sensory marketing through the analysis of secondary data about several quantitative and qualitative forms of research, allowing experts', amateurs' and clients' points of view to be applied. [...]