Analysis of Marketing Communication Strategies Employed by Small-Scale Mexican Cosmetic Enterprises and Global Cosmetic Industry Leaders for a Sustainable Image Creation

Abstract

This bachelor’s thesis examines the marketing communication approaches employed by these two segments of the cosmetics industry. The study was based on/involved both quantitative and qualitative methods. First, the study was based on an in-depth desktop research consulting aca-demic articles and websites starting the writing. Secondly, two surveys were conducted among the customers of cosmetics in Mexico and in the Netherlands to determine the most effective communication channels to implement in consumer decision making, mentioning their cosmetic company preferences and for the Mexican market analysing the awareness to Small Mexican Cosmetic companies in comparison to Global Cosmetic Brands. 100 questionnaires were dis-tributed in total sending 75 to Mexico and 25 to the Netherlands. To continue with this study, theme interviews were carried out with cosmetic professionals analysing the internal strategies applied by the marketing department from global brand L’Óreal to create a more sustainable im-age among consumers, to manufacturer in MAC Cosmetics analysing the new trends imple-mented by sustainable principles, and two Mexican Cosmetic companies to learn about the strategies and trends incorporation to their companies to being competitive in the cosmetic mar-ket against global giants. Although Mexican Cosmetic companies face multiple challenges for brand positioning, the Mexican market is willing to consume local brands that count with high quality ingredients and reaching with better marketing strategies. The results share the principal factors influencing in the consumer consumption in both countries, sustained by the desktop research and applied surveys.