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Cosmetic Product Appearance: Strategic Marketing Choices
[L’apparence des cosmétiques : les choix marketing]

Author

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  • Stephane Magne

    (PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne, LAREQUOI - Laboratoire de recherche en Management - UVSQ - Université de Versailles Saint-Quentin-en-Yvelines)

Abstract

This conference explores the appearance of cosmetic products as a strategic lever at the intersection of aesthetic marketing and design. In an experiential consumption context, product appearance becomes multisensory (shapes, colors, textures, materials, scents) and aims to generate an aesthetic response prior to purchase. The author introduces the concept of "form-design" to analyze sensory stimuli and their impact on consumer perception. He also develops the notion of Personal Aesthetic Sensitivity (PAS), enabling market segmentation based on five major aesthetic consumer profiles. Finally, appearance extends beyond the product itself to the physical and virtual point of sale, paving the way for brand-oriented design management.

Suggested Citation

  • Stephane Magne, 2013. "Cosmetic Product Appearance: Strategic Marketing Choices [L’apparence des cosmétiques : les choix marketing]," Post-Print hal-05521706, HAL.
    • Handle: RePEc:hal:journl:hal-05521706
    Note: View the original document on HAL open archive server: https://hal.science/hal-05521706v1
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