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Women of Colour in der Luxuskosmetikbranche: Machen das die Marken richtig?

In: Diversität in Marketing & Sales

Author

Listed:
  • Sophie Jegane Diouf
  • Audrey Mehn

    (International School of Management GmbH)

Abstract

Zusammenfassung Ziel dieses Beitrags ist es, die Beziehungen zwischen Women of Colour und Luxuskosmetikmarken zu untersuchen und herauszufinden, wie mit den Themen Vielfalt und Repräsentation in der Luxuskosmetikindustrie tatsächlich umgegangen wird. Hierfür wurden 118 junge, vorwiegend farbige Frauen zu ihrer Wahrnehmung von Luxuskosmetikmarken und ihren Kaufentscheidungsprozessen befragt. Dies ermöglichte es, die Gedanken und Meinungen farbiger Frauen in Bezug auf den Luxuskosmetiksektor zu verstehen. Darüber hinaus wurden fünf Interviews mit Expertinnen geführt, um ihre Ansichten über die Luxuskosmetikbranche in Bezug auf Women of Colour zu erfahren.

Suggested Citation

  • Sophie Jegane Diouf & Audrey Mehn, 2023. "Women of Colour in der Luxuskosmetikbranche: Machen das die Marken richtig?," Springer Books, in: Meike Terstiege (ed.), Diversität in Marketing & Sales, pages 165-184, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-37358-0_9
    DOI: 10.1007/978-3-658-37358-0_9
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