E THICAL C ONSIDERATIONS

The interviews over the phone were recorded, and all of the participants were aware of this fact. The records were transcribed, translated to English and added to Appendices.

I have decided to protect the personal data of all respondents by anonymous names in the interviews attached due to the GDPR data protection.

5 . S t u d y r e s u l t s

For the purpose of this research ten participants of Generation Z were interviewed. I decided to do an interview with only females because they prevail among the consumers buying cosmetics products. Five participants were interviewed over the phone, one through WhatsApp call, and four respondents sent me their answers in a written form because of limited time availability. I sensed that some participants felt insecure to engage in a phone call or meet personally and preferred to send me written answers with an excuse for lack of time. You can see the difference between the interview that a phone call provided more accurate data. However, the contribution of all data I have received is significant. Furthermore, I have decided to protect their personal data by anonymous name in the attached interviews due to the GDPR data protection. All of the respondents were females. The average age of participants is 21.5. The youngest respondent was at the age 19, and the oldest respondent at the age 24. Five girls were born in 1998.

5.1.1. Interview 1

The first respondent is a female born in 1998, living in a small town called Prachatice and was willing to be interviewed via phone call. The interviewer works as a teacher in a kindergarten and uses social media daily such as Instagram, YouTube and Facebook.

She used to follow YouTubers Petra LovelyHair and Shopaholic Nicol. Nowadays, she is loyal to Mary Kay cosmetics and ordering products directly from a brand. She knows two celebrities in connection to cosmetics brands, Monika Bagárová promoting Maybelline and Petra LovelyHair promoting Revolution cosmetics. With Dermacol, she connects two stars: Gabriela Koukalová and David Gránský. She is aware that Dermacol often uses celebrities in the promotion.

As a new representative of a cosmetic brand, she can imagine someone who is working with cosmetics and can answer all questions regarding usage and composition of the products. Moreover, this person should use the cosmetics and should not name any other brand. The new face must be relatable to young people and therefore a young age to be suitable to promote products for young skin. She believes that this person would encourage her to try products such as lipstick and face powder that are suitable for all skin types. Not mascara because eyelashes are individual.

She perceives a brand club of as an exciting opportunity. She would consider joining a club under the condition that she knows more about the brand. It is important to her that

cosmetics are not tested on animals, is hypoallergenic, and does not contain alcohol.

She believes that being a part of the beauty community can be fun and enjoyable. She has three other friends who are trying to achieve recognition on Instagram and the participation in this type of club would be a great opportunity for them as they are currently buying products from their sources and to promote them on Instagram.

If she was the owner of a cosmetics brand, she would promote the brand by herself because she would stand behind it. She would not hire any celebrity to promote the brand. She, herself, would like to travel to different cities to display and demonstrate the products. For example, stands in shopping malls are a convenient place where customers can try the product before purchase. The possibility of trying the product is essential.

5.1.2. Interview 2

The second respondent is a female born in 2001, living the capital city of the Czech Republic – Prague and was willing to send me written answers due to limited time availability. She works as a model and actor. Her presents among social media are the following Facebook (daily), Instagram, where she has 1026 followers (daily) and YouTube (occasionally). When buying a new cosmetics product, the decision is made on the recommendation of her friends, promotion in commercials and usage of the product by influencers. She connects two well-known faces with cosmetics brands such as Kylie Jenner promoting Kylie skin and Rihanna promoting Fenty beauty. She is not sure which celebrities advertise Dermacol.

If she had an opportunity to choose a new face of a cosmetics brand, she would like to be in the advertisement herself. Then she would buy products from this brand. To her, a concept of a club is a great experience and entertainment. She always wanted to be a part of such a club. In her opinion, the advertisements for young teens have to be playful and entertaining. The usage of high-quality photos and videos, with her involved, would impress other teens. The product itself must look attractive because the package is 50

% of success.

5.1.3. Interview 3

The third respondent is a female born in 1998, living in Pilsen and was willing to send me written answers due to limited time availability. She is a student that uses social

media as follows: Facebook (daily), Instagram (daily), TikTok (occasionally), YouTube (occasionally). When buying new cosmetics products, her decision is based on price and recommendations from friends on Facebook and videos on YouTube. She mentioned one well-known face, PetraLovelyHair and her cooperation with the brand MUR because she follows Petra regularly on YouTube. She could not identify any famous face of Dermacol.

According to her, an appropriate new face would be PetraLovelyHair, Flabgee and GetTheLook because they are some of the first influencers in the Czech Republic. These influencers have passion, authenticity, and are interested in cosmetics. She perceives their opinion as trustworthy because they stand behind their advice and do not work for money. If they share a positive review of the cosmetic product, she will buy it. On the other hand, she will make her own opinion if a review is negative. She would consider participating in a cosmetic club if a brand represented it. If she was an owner of a cosmetic brand, she would promote products by herself and recommend the appropriate cosmetics by reading the personality of the customer. It is essential not to force the product to the customers but recommend.

5.1.4. Interview 4

The fourth respondent is a female born in 1997, living in Prague and was willing to be interviewed via phone call. She is a student and during her studies also working in HR.

She uses two social media channels daily, such as Facebook (rather Messenger) and Instagram. For her, buying cosmetics products is based on the recommendation of her friends or from someone who understands the cosmetics. It the past, she has tried some products based on Instagram influencer recommendation when the review perceived relevant. She is interested in natural products, not tested on animals, and suitable for her skin. Influencers that have convinced her to buy products are Nicol, Zuzana Plačková, Nikol Štíbrová and Andula. She made one connection of a celebrity with a cosmetic brand, which was Rihanna with Fenty beauty. She was not sure who is connected to Dermacol. However, she knows Taťána Kuchařová, but a connection with a brand is not apparent. She also remembered one Dermacol commercial with David Gránský, where everyone was singing and dancing.

In her opinion, models are not an appropriate form of promotion. It is better to use someone who acts outside the social media and works with cosmetics in real life. She would like to see someone real and the product used in practice. According to her,

Shopaholic Nicol is perceived as more natural than models and finalists of a beauty competition. It is also important how the person represents themself in public and society.

This person could influence her to buy a product, or at least she try it under the condition that the promoter is using the product themselves, and she had read a review from them.

The cosmetic brand club sounds like a good idea in her opinion. She would be interested in trying products on herself and see the products on real people. Before joining the club, she would like to know more about products, for example, if they are hypoallergenic. She is not interested in being a part of a promotion or acting in public. She thinks has friends who would also be interested in such a club.

If she were an owner of a cosmetics brand, she would promote products in the way of small “beauty circle” meetings with friends where she can introduce the product and demonstrate it directly on people. She would ask them kindly for a review and recommendation to their peers.

5.1.5. Interview 5

The fifth respondent is a female born in 1998, living in Prague and was willing to be interviewed via a phone call. She is a student, with a broad social media presence that include Facebook – rather Messenger (daily), Instagram (daily Twitter (daily), Pinterest (daily), YouTube (daily), TikTok (daily) and LinkedIn (rarely). She emphasises that she uses each social media platform differently such as Twitter for reading news and politics, Instagram for lifestyle, fashion and food, and Pinterest for outfit and fashion inspiration.

Her purchase decision is based upon viewing the product on Instagram, reviews, and recommendations from the internet. The opinions and recommendations have to come from someone who understands the product, for exaple dermatologist if the product is suitable for sensitive skin. She is interested in the components of skincare products. On Instagram, she follows @smartbeauty.sk and @simona_dem (dermatologists), and on YouTube: Tati, James Welsch, Hyram, Jeffree star and Nikkietutorials.

She does not know any famous faces in connection to the cosmetic brand Dermacol while she admitt to hearing about Karolína Mališová, David Gránský and Iva Kubelková;

however, there was no connection to any brand. For her, a new ambassador should be someone interested in cosmetics. For instance, an influencer who not only likes cosmetics product but also understand them. Someone who already has a base of followers. A person has to provide her with relevant information about the product so that

of influencer fits the brand because every influencer has a different target group among followers. If someone could provide her with relevant information about the product, then she would buy it.

She thinks that she is not the right person to be a part of the club because she does not influence other people and does not want to be exposed to the public. Although she has a few friends who would like to become influencers, so maybe they would be interested.

She has the opinion that everyone is looking for high quality, safe ingredients and honest recommendations. She would also emphasise the functionality of a product and what can the product do.

5.1.6. Interview 6

The sixth respondent is a female born in 1998, lives in Prague while often travels to Bangkok, and was willing to be interviewed via WhatsApp call. She works as a model and is the owner of a modelling agency. Her presence at social media is as follows:

Facebook – rather Messenger (daily), Instagram (daily), Pinterest (does not have an account, inspiration of outfits), YouTube (a passive user), LinkedIn (is used for business), TikTok (does not have an account, feeling too old for that) and Snapchat (She used to have an account but deleted it). In her opinion, the usage of Facebook is declining. She thinks that maybe in the future she will delete the Facebook app and keep just Messenger for communication. She perceives Instagram as the number one for inspiration but also for communication. Instagram is the medium for everything, on the other social medias she is looking for specific things such as outfit inspiration, and communication with business partners and many others. She reached the 52.5k followers on Instagram and has collaborated with companies in the past when she uses the products and believes in philosophy. She cooperates with brands only when she knows that the product is works well and believes in it. She disapproves when an Influencer promotes something just because a company pays them for a promotion. Companies contact her through direct message or by e-mail.

She researches cosmetics on the internet and looks for products that fit her skin. For example, she will read reviews on face creams to ensure their suitability. The first thing that comes to her mind is the appearance of the product, especially when it comes to a beautifying cosmetic. When looking at the product, she needs to have a good feeling she does not like the colour pink and believes that less is sometimes more. If she imagines

high-quality packaging, she pictures sleek colours, for instance, black, white, gold, or silver. The cosmetics product has to be her fashion accessory.

She remembered many famous faces in connection to cosmetics such as Kylie Jenner and her line of cosmetics, Maybelline advertised by Cara Delevingne or commercials of Maybelline with the blond girl having a space between her teeth. She also connects Chanel with Lili Rose Depp and Keira Knightley. With Dermacol, she has an association with Taťána Kuchařová and perceives her as a star that attracts people. Nowadays, there is a trend of using people promotions who are not well known to the public as it is more relatable for them. For instance, the Miss Czech Republic is looking perfect in every situation and there can be a disconnect with the average person. As such, the interviewee thinks that models who are not well-known address more people.

In the promotion, she would like to see someone real who has not been enhanced by plastic surgery much like many famous models and celebrities. The interviewee perceives these tactics as deceptions and does not support it. If she were to compare herself with the advertisement model, she said that she would never look like her even with the make-up she promotes. She would not choose someone well-known from the modelling industry. She thinks that the best option is an ordinary person. The main difference is that how the product looks on a person. Models know how to pose to promote the product, and in the end, it is more about the model than a product itself. On the other hand, average person poses naturally in front of the camera, and it is not about the person, but the product. This person is more likely to encourage her to buy the product.

She perceives the club as a perfect idea. It is something completely new because it can attract a wide range of people. If in the club, there was one Influencer, one Blogger, one customer, etc., you could attract more customers from varying backgrounds. This is because Influencers will have different audiences than YouTubers, and so on. They would know the products their audience would like and how to promote to their peers.

If she were an owner of a cosmetics brand, she would investigate the products that are selling the most and try to come up with something new, which is not yet on the market.

What has the highest demand for commodities? She would use the appearance of the product to stands out among other products since people are attracted to products that are different from others. She would promote the products in YouTube commercial because the viewer must watch the advertisement for at least five seconds before

draw in a potential customer. The advertisement would have to be crazy and extraordinary because when you go to buy it, you will remember the commercial and the product.

5.1.7. Interview 7

The seventh respondent is a female born in 1999, living in Brno. She is a student willing to send me written answers due to limited time availability. Her presence among social media is as follows Facebook (daily), Instagram (daily), and YouTube (daily). She used to read product reviews, but lately, she has been buying tried and tested products that suit her well. She has several brands that she is loyal to and always tries to buy them at a discount.

Her favourite celebrity in an advertisement is Cara Delavigne, who promotes Rimmel London. She used to follow her Cara on Instagram due to her acting career and natural appearance, which the interviewee finds atypical and fascinating. Cara also got her attention because she used to be a favourite model of Karl Lagerfeld, the fashion designer. However, the interviewee does not have connected any celebrity with Dermacol, only remembers when Nela Slováková promoted an opening of a new store in Brno.

For a fresh face, she imagines a distinctive and unique person who would get people’s attention. She mentioned that Taťána Kuchařová is stunning but not unique. And that because taťána is well-known everywhere. Dermacol could merge with other brands and products that are already connected to her personality. The interviewee perceives the club as a great idea because she loves Dermacol products. The primary motivation for her to join a club would be the free samples. If she were an owner of a cosmetics brand, she would advertise through social media and influencers.

5.1.8. Interview 8

The eighth respondent is a female born in 1998, living in Prague. Besides her studies, she is currently attending a marketing trainee program and was willing to answer the questions via phone call. Her presence among social media is as follows Facebook – she uses more Messenger (daily), Instagram (daily), YouTube (daily), TikTok (on this platform she is only with touch with friends), LinkedIn and Snapchat. According to her, Instagram is the number one social media platform because she uses it for all activities.

She is loyal to some products that suit her well. Sometimes she buys a product which is entirely new on the market, and she has seen the product on Instagram before. When the product on Instagram, it looks attractive and is for a reasonable price, she will try it out. One of her friends is working at L’Oréal now, so she receives tips on cosmetics products.

She does not remember the names of celebrities from commercial but faces. For instance, the blond model with space between her teeth in the advertisement of Rimmel with the slogan “Get the London look!”. She does not connect any celebrity with Dermacol, however, she knows Karolína Mališová, Taťána Kuchařová and David Gránský in different contexts.

She imagines that one of her beautiful friends could be used for cosmetics promotions.

For instance, her friend from Azerbaijan, because she does not have the typical Czech look. She is magnificent looking and would be good in a promotion because it is something different. Overall, her exotic and extraordinary appearance would easily catch a customer’s attention. Nowadays, all the girls in the advertisements have the same look and are similar to each other. If this girl were in the ad, the interviewee would buy a product from that brand.

To the interviewee, the cosmetic brand club was perceived as a good idea. Since she is

To the interviewee, the cosmetic brand club was perceived as a good idea. Since she is