Interview 10

The tenth respondent is a female born in 1999, living in Prague. She works as a nanny while completing her studies. She was pleased to answer my questions via a phone call.

Her presence among social media is as follows Facebook (only for studies), Instagram – 2566 followers (daily use, especially, for messages and communication), TikTok (she loves it, but does not post anything, just watches the videos), Pinterest (uses approximately once a month for inspiration) and YouTube. She perceives Instagram as the most prevalent social media and even has more than one account.

Her buying decision is dependent on three attributes – financial situation, mood, and the packaging. For example, when she goes to Sephora, she does not look at brand. When the appearance of product is beautiful and spectacular, she will buy the product based on the look. To quote the interviewee “When you make a product with pink and glittery packaging or a brush has small hearts on the end, you just like it! When you see a beautiful cosmetics box, you have to like it.” At home, she has roughly 30 cosmetics palettes, and though she does not use all of them, she enjoys the feeling when she opens her makeup box and sees all of them. A lot of her friends also share the same opinion as she does. She thinks that every girl wants to have a vanity full of makeup and that it is not dependent on quality. “Who uses the same makeup for a whole day?” and feels that people change their makeup at least three times during a day or add something to it. She typically chooses products based on the price-performance ratio.

She remembers a blonde model with a space between her teeth in connection to Rimmel and the slogan “Get the London look!” However, she does not buy products based on advertisements. She also knows one famous face of Dermacol – Karolína Mališová. She

believes that this Mališová is not an appropriate celebrity for a cosmetics campaign because she uses a lot of retouching on Instagram photos and as consequence looks different in real life. In her opinion, this star is not wearing Dermacol makeup in her Instagram photos, but edits it in the FaceApp tool. Regarding this fact, when she is seen in a commercial for Dermacol, it is difficult to believe the advertisement. In her opinion, this celebrity uses too much retouching, so much that she does not need makeup at all.

For this reason, she would not buy a product from Dermacol, just based on principle although she perceives brand positively with high quality products. The problem is that you do not look like Karolína Mališová when you put the makeup on your own face. In conclusion, the interviewee feels that celebrities are not a right method of promotion.

Because companies pay models to be in the advertisement but are not real users of product, it is an inauthentic portrayal. It is more efficient when the promoter uses the product is satisfied with it. After that, the consumer will be more likely to go and buy the product. In the cosmetics industry, it is difficult to find products that fit everyone’s skin, and she is unimpressed when an advertising is geared towards all types of consumers.

In addition, she believes that the appearance of a new representative is not essential.

She is aware that influencer Ana Šulcová is often used for promotion due to her large number of followers and how young teens respond her. The interviewee bought a product based on the recommendation from an Influencer in the past, but the product did not satisfy her and thus she does not trust this influencer anymore. The appropriate face of the cosmetic brand can be “Moma” Horňáková because she cooperates just with a few brands that carefully selects. Her positive review of the product can encourage customers to buy it.

She would be interested in being a part of the club if it was a brand that she uses regularly. The Dermacol Club would need to be composed of people who believe in the brand and are satisfied with their products.

If she were an owner of a cosmetic brand, she would promote products in a vlog from the street without any retouching or editing. The videos would be short, approximately five minutes long, where she would ask people on the street what cosmetics products they use. She would show them products of her brand, demonstrate it and ask for their honest review, it is important to share both positive and negative feedback. The videos would then close with the slogan in the end. To show an advertisement that is something real. Young teens watch videos on YouTube and ads which you cannot jump. The attention also gets a Sponsored channel on Insta stories when there is a link to an

account of a brand then you click on it. She would also do not offer cooperation to 30 people, but just 5 of them.

In the commercial, she would use people who are not well-known. For example, a schoolgirl who puts on makeup before school because she is engaging. Then, when she puts the mascara on her, she would look just slightly more impressive than before, not like a completely new person, but just different enough to be noticeable. Or perhaps something more family-based. As she remembers one commercial from Dermacol with older people, and that was real and relatable. When companies use unattainably beautiful models in an ad, it makes the interviewee mad. She also feels that it is also essential to emphasize your brand in a commercial, but not embarrass the other ones.

7 . D i s c u s s i o n

Presence in social media

According to the research, the most used social media platform of Generation Z is Instagram. All ten respondents confirmed that Instagram is their number one medium that is used daily. One respondent also admits that she has more has one account.

Everyday activity mentioned was communication to stay in touch with friends or with business partners. Another target of these young women was seeking outfit or fashion inspiration, lifestyle, and food. However, it was often said that they use Instagram for all basically social media activities.

Other social media platforms often mentioned were YouTube and Facebook. However, Generation Z perceives Facebook as on the decline and as old fashioned. Despite their personal accounts, Facebook is mostly used for sharing materials from their studies and staying in touch with schoolmates. It has been proven that members of Generation Z instead use Messenger. Moreover, one respondent also admits that may delete her Facebook account in the future and maintain Messenger for communication.

Eight out of ten respondents mentioned the social media platform, YouTube. TikTok was also popular with four of the respondents, mostly for staying in touch with friends and for fun. Some respondents also occasionally use Pinterest when they are looking for inspiration for something specific, usually fashion. Four respondents have created an account on LinkedIn, and two of the respondents use Twitter for reading political news.

The qualitative analysis confirmed the desk research that Generation Z uses different social media platforms for particular activities. Despite the fact that the platform with the most created accounts by Generation Z in the Czech Republic is Facebook, Instagram is the number one for usage.

Characteristics in decision-making

When Generation Z goes to buy a new cosmetics product, they decide based on recommendations from friends, their mood, reviews on the internet and the price. The motivation of their purchase is also influenced by commercials and the usage of the product by Influencers. This is usually seen in the form of Instagram videos or YouTube.

They also appreciate an opinion of someone who understands the cosmetics products for instance dermatologist or trained makeup artists.

Recommendations from Influencers and YouTubers is perceived as trustworthy and authentic under the certain conditions. Moreover, the Influencer should be in cooperation just a few brands and should be a current user of the product or cosmetic brand. The Influencer’s feed should be without a lot of editing or photoshopping and be perceived as authentic. Generation Z also appreciates if the person understands the cosmetic products and knows its composition. Some of them admitted that they bought a product based on the recommendation of an Influencer when perceived as relevant. However, if they were not satisfied with a product, they did not buy any more products based on that Influencer’s recommendation anymore.

Popular YouTubers and Influencers: Petra LovelyHair, Shopaholic Nicol, Flabgee, GetTheLook, Zuzana Plačková, Nikol Štíbrová, Andula, Sima, @smartbeauty.sk,

@simona_derm (dermatologist), Tati, James Welsch, Hyram, Jeffree star, Nikkietutorials, Moma Horňáková and Ana Šulcová.

A cosmetic product

The cosmetics products should be natural, not tested on animals, hypoallergenic, alcohol free and suitable for young skin. The product should also be ideal for sensitive skin to prevent allergic reactions. It was also mentioned that they would like to see completely new products which is not yet on the market. I was surprised that none of them mentioned vegan products or environmentally friendly design which was mostly emphasized in the literature. From my point of view, the awareness of waste sorting is still lower in the Czech Republic than in other countries. There is also a possibility that Generation Y prefers more vegan and environmentally friendly products on the Czech market.

The most critical attribute mentioned three times was product design. Generation Z perceives beautifying cosmetics products as a fashion accessory. The product should have an extraordinary design which stands out among other products on the market. The packaging of a product should be a bright colour such as pink or red with glitters or sparkles. Also, the appearance additional products like brushes can be with small hearts or other design. If the product looks extraordinary, the consumers may be more willing to buy it even if they do not need it, and product quality is low. Commonly repurchased beautifying cosmetics include foundation, mascara and lipstick and one respondent claims that women usually change makeup three times a day. Sometimes these young women have a product which they do not regularly use like eyeshadows palettes but gives them joy when they open their vanity and see all their products.

Awareness of celebrities in connection to cosmetics brands

The participants of the research typically remembered celebrities that designed their own line of cosmetics products such as Rihanna in connection with Fenty beauty and Kylie Jenner with her brand Kylie skin. The second case that remembered was a blonde model with the space between her teeth that promoted Rimmel and the slogan “Get the London look”. The participants did not know her name, but they could describe her extraordinary look.

In connection to Dermacol, participants remembered celebrities such as Karolína Mališová, Gabriela Koukalová, David Gránský, Taťána Kuchařová, Nela Slováková and Vendula Svobodová. A lot of participants could not remember any specific celebrity ambassador, and some of them knew celebrities but did not connect them with this particular brand. Participants did not perceive these faces as relevant or appropriate.

There was one strong opinion regarding Karolína Mališová using too much editing on her Instagram photos and they claimed that she does not wear any makeup at all but design it with the help of FaceApp. Another reason behind this is that when you buy the makeup, you do not look like Karolína Mališová or her photos. She is not perceived as trustworthy and authentic; therefore, Generation Z does not believe this celebrity brand ambassador. Another opinion was that Miss Czech looks perfect in every situation and is not relatable. The interviews confirmed the desk research that this generation does not admire or respect Hollywood celebrities, or celebrities in general, because their recommendations are not trustworthy. These young women are also aware of payed celebrity endorsement who promote the brand but do not use their products. From the marketing point of view, they connect more with the people than with the brand. Several participants said that they do not remember the names of celebrities from commercials but faces. Thus, an Influencer or YouTube personality represents an authentic way of promotion and can earn their full attention. Miss Czech and famous models are not appropriate celebrities in promotion because they sometimes have had plastic surgery and are not considered natural. It is perceived by Generation Z as a deception. Models know how to pose to promote the product, and in the end, it is more about the model than a product itself. Models have professional make-up artists, professional photographers and so on, it is easy for someone looks gorgeous with all care but not in real life. For example, in mascara commercials the model will often have eyelash extensions, meaning a real person could never actually obtain the models look by using the mascara.

The appropriate new face of a cosmetics brand

A representative of a brand should be someone who is passionate about the brand and not just promoting it for profit. If you were to meet this person, they should be able to answer most, if not all, of your questions regarding the brand or its products. Especially since this person should be working with the products and using it. In addition, this person should not name any other brands on the market, to maintain loyalty to their chosen brand. The new face should be someone who is relatable to the targeted audience. For instance, when a cosmetic targets young people, they should use someone young who has the similar needs or desires, because this person would be closer to Generation Z and would give a better impression to whom they would like to buy the products. It should be someone “normal” who can demonstrate a real usage. The hidden reason behind this is that members of Generation Z can see how the product will look like on themselves.

An average person poses naturally in front of the camera, and it is not about that person anymore but about the product itself. It is also important, how this person acts in public and presents themselves in society, outside of social media. The appearance of this person should be distinctive and atypical because all the models now looks similar to each other and is difficult to remember them. For instance, one of the participants could imagine her friend from Azerbaijan because of her exotic and extraordinary look.

Generation Z would like to see in someone with a completely different look than most other brands use with attributes such as spaces between teeth, curly hair, different skin colours, or plus sized. One participant also mentioned that charisma and personal charm is important, as well as, not being afraid to show skin imperfections.

Some of the research participants also told me that they would like to see themselves in a promotion or their friends. They would be in the commercial as someone who is not well-known. For instance, a schoolgirl who uses a makeup in university because she similar to the target audience. Then when she puts on the mascara, she would look just slightly more impressive than before. Not completely like a new person who is unrecognizable, but different. Something more family based.

Another opinion was that Influencers should be the new faces of cosmetics because they have passion and a lot of them are interested in cosmetics products themselves. People follow the Influencers and appreciate their opinion, some of the Influencers also maintain their image by selecting brands to cooperate with. These Influencers should be interested in a particular brand, but also understand the promoted products. An Influencer should be able to provide relevant information about the products to their

target audience for the purpose of promotion. It is also important that the Influencer has a little cooperation with brands.

If a new face would promote a brand, nine of the ten respondents said that they would buy the product or at least try it. The positive review with relevant information and product usage of new face would be enough motivation for them to purchase the product.

However, the one respondent said that she is not investing into beautifying cosmetics.

According to the research, I have created a statement: “Celebrities as brand ambassadors raise a brand awareness; however, the purchasing decision of Generation Z is influenced by social media brand ambassadors such as micro and nano-influencers.”

According to the literature review, Generation Z wants to see the real people in marketing campaigns in order to empathize with them, such as share the same beliefs or have similar struggles. The appropriate brand ambassadors vary depending on the campaign’s objectives. If the company aims to raise brand awareness among peers of Generation Z, the celebrity brand ambassador would be a useful marketing tool. Under the condition that the celebrity has its own line or has an extraordinary look. On the other hand, the purchasing decision of young teens is more dependent on the recommendation of authentic micro and nano-influencers. (Meltwater, 2020, p. 9)

Figure 6: Potential characteristics of brand ambassador

Source: author

The club of cosmetic brand

Eight out of ten respondents would like to be a part of such a club under certain conditions. They would like to know more about the brand such as if the products are tested on animals, are hypoallergenic and many other criteria. A lot of them admitted that they have friends who would also be interested in being a part of the community. The reason being that some of their peers want to become Influencers and are already buying

Awareness

^{Celebrity brand}

ambassador

Purchase

Social media brand ambassador

source of entertainment. However, some of the respondents do not desire to be exposed to public. Another motivation to join the club would be to see the products on themselves and other real people, as well as receive free samples. Another motivation seen from one respondent was because of the marketing experience and because she likes social media, cosmetics, posts and marketing itself. Some of them admitted that they would like to join a club if it was a brand they use.

The perception of one respondent is that the club is a perfect idea because it can attract a wide range of people. If a part of a club was one Influencer, one Blogger, one YouTuber, etc. – they have a widely varying audience among different social media platforms. And who would know better how to promote to their peers than themselves.

Based on previous research, I think that “The best way to promote cosmetics products

Based on previous research, I think that “The best way to promote cosmetics products

In document Hlavní práce75918_xwima00.pdf, 1.6 MB Stáhnout (Stránka 53-0)