Beauty and the Brand: A Study About Relationships Between Consumers and Cosmetic Brands

Abstract: Background: In today’s consumption society, there is an endless amount of cosmetic brands to choose from. Moreover, the global consumption of cosmetics continues to increase, both among male and female consumers, and new cosmetic brands are constantly entering the marketplace. Despite this, little is known about the relationships between consumers and cosmetic brands (consumer-brand relationships). Aim: The aim of this study is to gain a nuanced understanding of the consumer-brand relationships that cosmetic brands give rise to. More specifically, this study aims to answer the following research question; what relationships do males and females have with cosmetic brands and what are the characteristics of these? Methodology: To reach the aim, an abductive research approach was adopted and qualitative data was collected. In total, 14 semi-structured interviews with equally many male and female consumers between the ages of 20-60 were conducted. The empirical findings were analysed with the use of theory (consumer-brand relationships, brand loyalty, and gender) to draw conclusions. To explain the relationships consumers have with cosmetic brands in detail (their characteristics), relationship metaphors were used. Findings/Conclusion: In total, 21 different consumer-brand relationships were identified; eight strong, eight casual, and five weak. Both male and female consumers of different ages were found to have strong, casual, and weak relationships with cosmetic brands. Stronger relationships are characterised by higher behavioural and mental brand loyalty. In contrast, brand loyalty is lower in weaker relationships. Overall, no distinct differences could be seen when examining the relationships that males and females have with cosmetic brands. Hence, despite the fact that the cosmetics industry is still highly gender-biased and female-oriented, males are also found to form strong relationships with cosmetic brands. Contributions: This study contributes to brand and consumer behaviour literature, as well as gender studies. A novel understanding of contemporary consumers’ consumption of cosmetic brands and their relationship with cosmetic brands is presented. Moreover, 12 novel consumer-brand relationship metaphors were developed, which extend Fournier’s (1998) original consumer-brand relationship typology.