Methods of Assessing the Image of Cosmetics Industry Retailers

• Author: Balasescu S.
• Position: Transilvania University of Brasov
• Pages: 15-22

Bulletin of the Transilvania University of Braşo v

Series V: Economic Sciences • Vol. 12 (61) No. 1 – 2019

https://doi.org/10.31926/but.es.2019.12.61.1.2

METHODS OF ASSESSING THE IMAGE OF

COSMETICS INDUSTRY RETAILERS

Simona BĂLĂȘESCU1

Abstract: Image elements have an extremely important role in

differentiating the company into a market, especially from the competing

firms, being essential to render the identity and uniqueness of a brand. Even

more so for the companies in the cosmetics and personal care industry,

where, currently, it is difficult to bring a novelty item and to generate public

interest. In this paper I had in mind to study the assessment ways of the

image of retailers in the cosmetics industry, taking as an example the

Sephora company. This is one of the most popular companies on the

cosmetics market, with a strong and well-devised image, both globally and

nationally.

Keywords: retail, brand, cosmetics industry, quantitative research

1. Introduction

Cosmetic and personal care products play a very important role, even more so in the

current period, when the beauty products market is gaining ground, being i n a

prominent expanding and developing proce ss.

Elements such as the design of the retail space, as well as the outside of the store, the

range of offered products, the promotional o ffers, the charged prices, all these have a

great influence on consumers, as they make the difference in a saturated market. An

extremely important element is given by the presence and attributes of the employees,

as well as by the quality of the serving process, these representing, judging by the visual

elements, the first contact of a possible client with a company. By its employees, a

company mirrors the principles and values it wishes to convey, and first impression is

very important.

I have chosen to study Sephora which is one of the most popular compa nies on the

cosmetics and personal care market, being a well-known brand both globally and

nationally.

The purpose of this paper is to establish the impact that a general image of a

company, especially of those in the cosmetics and personal care industry, has on

consumers.

1 Transilvania University of Braşov, simonabalasescu@unitbv.ro