Question 4: A cosmetics firm would like to increase its penetration of the female

student market. It hires you as a consultant to obtain an understanding and

preliminary insights into the attitudes, purchases, and use of cosmetics by female
students. Conduct at least five depth interviews. Employ the construction
technique as well. Do your findings from the two techniques agree If not, try to
reconcile the discrepancy.
Ans: LOreal, world renowned Cosmetics Company is eager to know about the female
students market of cosmetics in Multimedia University !e are the " people of our group
are doing a survey and preliminary survey in order to be familiar the attitudes purchases
and uses of the cosmetics
Company background
#he right to be beautiful day after day: LOreal strives to make this a reality within the
reach of every woman and every man #his ambition is reflected in a brand portfolio
une$ualled anywhere in the world %ince its creation in &'(', the group has always
considered this mission of prime importance #housands of men and women who have
built up the group across the world have made this their personal mission statement #hey
use their intelligence and creativity, their innovative ability and all their e)pertise to
further the cause of beauty the world over *s well as meeting current consumer
aspirations, LOreal anticipates their future e)pectations, being, as always, determined to
promote an approach to beauty that is fun, affordable, fulfilling, genuine and generous
%trengthened by these values, and convinced that the $uest for beauty has always been a
ma+or challenge for women and men, LOreals teams continue daily to push forward the
frontiers of their profession
,roduct category
,rofessional products
-.rastase
LOreal ,rofessionel
LOreal #echni$ue
/edken
Matri)
Mi0ani
Lu)ury products
1iotherm
#he 1ody %hop
Cacharel
2iorgio *rmani
3elena /ubinstein
-iehl4s
Lanc5me
/alph Lauren
%hu Uemura
6iktor 7 /olf
*ctive cosmetics
8ermablend
Laroche
%kinceuticals
6ichy
9nneov
Ombrelle
8ata collection
9n order to get a clear view of attitude of female students toward the cosmetics we have
done a $uestionnaire survey of the female students !e have combined the : peoples
survey answers and their patterns
& !hy you use cosmetics;
*ns: first of all we need to protect our skins from dust and sun ray *nd for most
cosmetics make me beautiful, attractive and some times glamorous #hats why we use
cosmetics
< !hat do you think of cosmetics;
*ns: first of all cosmetics make girls look beautiful 9t bright the color and cover the
spots of the skin %ome cosmetics help skin to recover the lack of vitamins and make it
healthy
= !hat are the feelings associated with cosmetics;
*ns: if we use cosmetics we can hide our skin spots, it make us beautiful and attractive
to the opposite se) Using the cosmetics we can feel that the opposite se)es give looks
attractive towards us *nd the better skin care products some times make our skin
healthy
> 3ow often do you use cosmetics;
*ns: as we are students, our ma)imum time we stay in university %o when ever we go to
the university we use cosmetics 1ut some times when we visit or attain any party, then
we also use make?up
: !hat is the budget of purchasing cosmetics;
*ns: as we are all students, we cannot afford too much money spending on cosmetics
1ut if we use any cosmetics for skin care, we have to buy it regularly in order of doctors
suggestions %o monthly we spend at best :( rm for our cosmetics monthly
" !hat brands come to your mind when we talk about cosmetics;
*ns: mainly there are = biggest giant cosmetics company@ they are LOreal, Ast.e Lauder,
and /evlon 1ut there are some special products which are uni$ue of their product line
and some times its presents their company flagship #hats why it defers from company to
company Bor e)ample of LOreal, the C1iothermD is the doctor suggested product line
*ll the product show room there is skin care specialist for as helping hand *nd for Ast.e
Lauder the CflirtD is the young generation cosmetics product where all peoples can check
their skin and ask which products they should use
%o it really defers 1ut in Malaysia LOreal is dominating and they have huge product
variety thats why most of the Malaysian peoples choose LOreal as their cosmetics
products
E *re there any particular reasons of choosing LOreal;
*ns: yes LOreal got verities of products which provide several of facilities of skin care
Bor e)ample, C%kinceuticalsD they only speciali0e on skin of various parts of the worlds
#hey speciali0e of *sian, caucian broneos etc skins #hats why we prefer as they have
speciali0ed on our skin and we believe that whatever they made of better product which
adapts with my skin
' !hich preference in terms of cosmetics F $uality or the value for money;
*ns: we as consumers always think of the $uality when we buy a valuable product *s it
is a matter of skin, we girl always very much conscious of our own skin ands we always
value about the $uality more than the money
8ata analysis
!e as the surveyors of the LOreal Company came up with a decision to make growth of
the sell of cosmetics product among the female student market #he suggestions are
given below
Make free booth for make?up:
*rrange a free booth for make?up, give the customer free make?up with their buying
cosmetics product and then take feedback from the customer *lso provide answer of any
$uestion regarding make?up tips 3ow to apply eye colors, how to make lips look fuller,
3ow to look younger, and steps to healthy skin
Bree checking of skins:
Make?up, skin, oral, and hair and nail products must be free of harmful chemicals,
artificial colors, dyes, fragrances and fillers that cause inflammation %o speciali0es in
ma)imi0ing skin health and beauty in man and woman at any age, by treating the patient
internally and e)ternally #he key to obtaining and sustaining optimum results in skin
care is to ma)imi0e the entire bodys physiology %kin Bitness ,lus is the science of skin
care using human physiology, anatomy, laser technology and chirally?correct,
pharmaceutical nutraceuticals #he %kin Bitness plus *ction ,lan treatments contain no
harmful chemicals that can inflame and age the body, and uses the Cbest tool for the +obD
lasers to treat damaged and aged skin
%ponsoring beauty conte)t cosmetics:
LOreal should sponsor some of the beauty conte)t Bor e)ample each year Malaysian
colleges arrange a beauty contest among the girls of colleges #his can create an
awareness of LOreal and this cosmetics company can spread their fame 9t will help
them to gain a good market position
1eauty tips:
,rovide some beauty tips to the customer A)ample: Birst customer will want to
use a $uality moisturi0er every day #his moisturi0er should be formulated for the type of
skin that customer have Bor e)ample if customer has oily skin customer will not want to
use an oily moisturi0er Customer should also look for a moisturi0er that has %,B in it
#his will help protect customer skin from sun damage throughout the year ,roper
cleansing of the skin is also important to do daily Bor this customer will want to use a
mild soap or skin cleanser that is designed to remove dirt and oil from customer skin
without drying it out *n e)foliant is another skin care product that customer may want to
use periodically to remove dead skin cells
,icture:
LOreal ,aris used actress %carlett Gohansson as their brand ambassador

biotherm homme logo
BL9/# M*-?U,