This master thesis, given its exploratory nature, leads to several recommendations for future research exploring Generation Z as a new purchasing power.
g) Research about Ambassador Clubs of cosmetics brand as marketing tools targeting Generation Z.
h) Research that would define the design of cosmetic products attracting Generation Z.
i) Research about differences and similarities of Generation Z between the Czech Republic and other states of Europe.
j) Research about social media usage in the Czech Republic among Generation Z.
k) Research about the importance of vegan and environmentally friendly products for Generation Z.
l) Research about purchasing decision based on micro and nano-influencers.
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A p p e n d i c e s
Appendix 1.Name Anonymous Male/Female: Female Age: 22 (year of birth 1998)
Place of living: Prachatice (11 000 inhabitants)
Interviewee’s primary occupation: Kindergarten Teacher Date of interview: 28.06.2020
Methods of the interview: a phone call
Presence at social media and frequency of usage:
- Facebook (daily)
- Instagram – 209 followers (daily - YouTube (daily)
When do you go to buy new cosmetic products and on which characteristics is your decision made?
When I started, I used to follow YouTubers. A year ago, I started working with Mary Kay cosmetics. Nowadays, I am ordering cosmetics products directly from this brand by myself.
- Which YouTubers did you follow? Petra LovelyHair, Shopaholic Nicol - Do you still follow any YouTubers? Not much anymore
Which well-known faces do you know in connection to cosmetics brands?
Maybelline – Monika Bagárová Revolution – Petra LovelyHair
Which celebrities do you know in connection to Dermacol?
Dermacol – Gabriela Koukalová, David Gránský
How do you perceive these famous faces? Do you think that they are the appropriate faces? Do they catch your attention?
Not that much. But I know that Dermacol very often promotes by celebrities and this is what I remember. Not because of the people itself. I know that these famous faces advertise cosmetics, but the connection between the brand and celebrity is not that obvious.
Who do you think could be an appropriate new face of a cosmetics brand and characteristics should have?
I am not sure about it. That person should sell the cosmetics in a way that he or she is working with this cosmetic and not just promoting it. And whenever I meet this person, and I ask her about any product that she/he can answer my questions because this person is working with cosmetics and using it. And the person would not name any other brands. I think that the new face should be a person who is relatable to young people.
For instance, when this cosmetic should target young people, it would be closer to them and would give a better impression on the people who would like to buy those products.
Do you think that a new face should be at your age?
When you want to target young people, you have to use young people in the promotion.
When I see in the advertisement a 40-years old woman, I would think that she has a different type of skin, for example, older with wrinkles. Therefore, I would logically think that this cosmetics product is not suitable for me. I would not trust anyone more aged in a commercial. I would expect that this person is using products ideal for her age and not mine.
What influence would this person have on your buying-decision? (based on the previous question)
I would want to try the product. I do not say that I would buy everything but at least something - yes. A product about which the person has shared a positive review, and I would see the product used on the person themselves look good. By cosmetic products, I mean universal things such as lipsticks, face powders that are suitable for all skin types.
Not mascara, because eyelashes are individual. Then, I would go to try the product!
How do you perceive a club of a cosmetics brand? What if the aim of the club is to be involved in a marketing campaign for your age group and in exchange, you would receive a marketing experience, free products of a brand and higher publicity?
I already cooperate with Mary Kate cosmetics, and I enjoy it. I chose that cosmetic based on the fact that I know, it is not tested on animals, it is hypoallergenic, it is alcohol-free, and it has ingredients that I like. I would like to know more about the Dermacol brand to see if anything would not bother me, and then I would be interested in such a club. I believe that being a part of the beauty community can be fun and enjoyable.
-Do you think that your peers would be interested in such a club as well?
I think definitely yes. I have three other friends who are trying to become famous 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. I know about the people who would enjoy being a part of club.
And the last question. Imagine that you are the owner of a cosmetics brand and you would like to sell the products to your generation. How would you do that?
The best thing that occurred to me was that I would promote the brand by myself.
Because I stand behind it, and I won't hire any celebrities to promote the brand. But I would like to travel to different cities to display products and demonstrate the products.
For example, stands in shopping malls are convenient place, where customers can try the products before purchase. The possibility of trying the product is essential.
Appendix 2.
Name Anonymous Male/Female: Female Age: 19 (year of birth 2001)
Place of living: Prague (the capital city of the Czech Republic) Interviewee’s primary occupation: model, actor
Date of interview: 28.6.2020 Methods of the interview: e-mail
Presence at social media and frequency of usage:
- Facebook (daily)
- Instagram – 1026 followers (daily) - YouTube (occasionally)
When do you go to buy new cosmetic products and on which characteristics is your decision made?
-recommendations from my friends -I saw the product in the commercial.
-I saw that influencers use the product.
Which well-known faces do you know in connection to cosmetics brands?
Kylie Jenner (Kylie skin) Rihanna (Fenty beauty)
Which celebrities do you know in connection to Dermacol?
Vágnerová?
Who do you think could be an appropriate new face of a cosmetics brand and characteristics should have?
Of course, that me, because I do not have anybody else in my mind, now.
What influence would this person have on your buying-decision? (based on the previous question)
If I would be in the promotion, then I will go to buy this product.
How do you perceive a club of a cosmetics brand? What if the aim of the club is to be involved in a marketing campaign for your age group and in exchange, you would receive a marketing experience, free products of a brand and higher publicity?
I would be interested in such a club. I think it would be a great experience and entertainment. I always wanted to be a part of such a club.
And the last question. Imagine that you are the owner of a cosmetics brand and you would like to sell the products to your generation. How would you do that?
It has to be playful and entertaining, and at the same time, it has to look great that everyone wants to buy it. I would use high-quality photos of me using the product or videos, which will impress them. The product itself must look attractive because the package is 50 % of success.
Appendix 3.
Name anonymous Male/Female: female Age: 22 (year of birth 1998)
Place of living: Plzeň (She comes from České Budějovice) Interviewee’s primary occupation: Student
Date of interview: 28.6.2020 Method of the interview: e-mail
Presence at social media and frequency of usage:
- Facebook (daily) - Instagram (daily) - TikTok (occasionally) - YouTube (occasionally)
When do you go to buy new cosmetic products and on which characteristics is your decision made?
-price
-based on recommendations from friends on Facebook or videos on YouTube
Which well-known faces do you know in connection to cosmetics brands?
I know PetraLovelyHair and her cooperation with the brand MUR. I do not have any other in my mind. I rather know the personalities and their brands. I follow Petra on Instagram and especially on YouTube.
Which celebrities do you know in connection to Dermacol?
I do not know any face of the brand.
Who do you think could be an appropriate new face of a cosmetics brand and characteristics should have?
PetraLovelyHair, Flabgee and GetTheLouk – they are some of the Influencers in the Czech Republic. They have passion, authenticity and are interested in cosmetics. People follow them and appreciate their opinion, because they do not work for money, and stand behind their advice.
What influence would this person have on your buying-decision? (based on the previous question)
Everyone has different stylishness and demands. But a positive review of Influencers can influence my opinion. On the other hand, I will make my personal opinion if a review is negative. So, I would say that this person can encourage me to buy a product.
How do you perceive a club of a cosmetics brand? What if the aim of the club is to be involved in a marketing campaign for your age group and in exchange, you would receive a marketing experience, free products of a brand and higher publicity?
I am open to new experience like that.
And the last question. Imagine that you are the owner of a cosmetics brand and you would like to sell the products to your generation. How would you do that?
I would show the products to customers on myself and recommend them by reading the
I would show the products to customers on myself and recommend them by reading the