Dermocosmetic

: the case-study of B. Lift

Abstract

Few studies have been conducted on anti-aging cosmetic industry. This study aims to discover and understand which factors are important in the anti-aging industry when the purchase decision occurs, the brand awareness and brand loyalty of the brands and perceived image of B.lift. Two research surveys were conducted to understand this market, the first online and the other in-store. First of all, was the consumer’s survey, a mass survey with 158 answers, to understand which factors are taken into account when buying skin care products in the anti-aging industry and in order to approach consumers and get their insights for buying. Second, the pharmacists’ survey with 60 answers, was realized in order to find out the perceived image of B.lift and their main competitors and understand the main perceptions of the brands by the pharmacies. Concluding, the surveys presented that the industry is extremely competitive, that there’s a low brand loyalty in the market, that B.lift need to work more on brand awareness and the main factors to buy in the anti-aging industry are product quality, price and doctor/pharmacist recommendations.

Date of Award	2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa