THE CUSTOMER EXPERIENCES IN PURCHASING COSMETICS IN NOVALICHES, QUEZON CITY
Keywords:
branding, cosmetics products, costumer experiences, purchase, competitive market place., customer experience, cosmetics industry, e-commerce, physical storefrontsAbstract
In today's fiercely competitive marketplace, the cosmetics industry finds itself at a pivotal juncture where customer experience (CX) is paramount to achieving success. The convergence of rapid e-commerce growth and the evolution of physical retail spaces has amplified the importance of delivering exceptional and personalized experiences to consumers. Employing a descriptive quantitative research design, this study seeks to systematically collect and analyze numerical data to delineate specific characteristics or phenomena. A total of thirty respondents will be selected through random sampling, ensuring that every member of the population has an equal chance of inclusion, thereby enhancing the generalizability of the findings. The findings offer valuable insights into enhancing customer experiences in the cosmetics industry, focusing on branding, competition, and product quality. 1. Branding (Mean Score: 2.83) Consumers are increasingly seeking products that align with their values and preferences. To foster deeper emotional connections, brands should: Develop a Unique Brand Voice: Establishing a distinct and authentic brand voice helps in connecting with customers and building trust. Enhance Packaging Design: Product packaging plays a crucial role in attracting consumers and conveying brand identity. Effective packaging can significantly influence purchasing decisions. 2. Competition (Mean Score: 2.83) In a competitive market, building and maintaining trust is essential. Brands should: Implement Loyalty Programs: Rewarding repeat customers with exclusive discounts, early access to new products, and personalized offers can enhance customer retention. Provide Exceptional Customer Service: Offering personalized assistance and actively listening to customer feedback fosters loyalty and differentiates brands from competitors. 3. Product Quality (Mean Score: 2.87) Transparency and comprehensive information about product ingredients are vital for informed consumer choices. Brands should: Prioritize Ingredient Transparency: Clearly communicating the ingredients used in products builds trust and allows consumers to make choices aligned with their values. Utilize Technology for Personalized Experiences: Incorporating AI and AR technologies, such as virtual try-on tools and personalized skincare quizzes, enhances the shopping experience and aids in product selection. Relying solely on brand recognition when purchasing cosmetic products can limit consumers' exploration of potentially superior offerings from lesser-known brands. This narrow focus may prevent the discovery of products that better align with individual preferences and needs. Additionally, the vast array of available brands and products can overwhelm consumers, leading to decision fatigue and confusion. It's crucial to acknowledge that certain cosmetic ingredients can cause allergic reactions or skin irritations in some individuals. For example, preservatives like methylisothiazolinone and isothiazolinone have been associated with allergic contact dermatitis. The European Commission's Scientific Committee on Consumer Safety has concluded that concentrations of methylisothiazolinone above 100 ppm in leave-on cosmetic products are not safe due to the risk of inducing allergic reactions. Similarly, propylene glycol, commonly used in cosmetics, has been identified as a potential allergen, with studies indicating that up to 3.5% of individuals may experience allergic reactions to it.
