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Do Clients Buy Skin Care for Benefits or Because It Makes Them Feel Good?

Posted: July 25, 2011

A study by the University of the Basque Country (UPV/EHU) shows that people who use skin care buy these products primarily for emotional reasons. The study was carried out on facial creams (hydrating and nutritive ones, colored or noncolored and anti-wrinkle creams) and body creams (firming and anti-cellulite creams).

"The study shows that both the emotional and utility aspect of cosmetic brands have a significant impact on consumer satisfaction, but that the emotional component has a greater effect," Vanessa Apaolaza, a researcher from the UPV and lead author of the study, which has been published in the African Journal of Business Management, said.

Some of the main positive emotions aroused by beauty products include "the sensation of well-being gained from eliminating or reducing feelings of worry and guilt, which is the factor with the greatest impact," the author explains.

The scientists carried out personal surveys on 355 women aged between 18 and 50, who were selected in a random sample. They were asked to evaluate various aspects of their perceptions of the functional and emotional factors of the cosmetics they used, as well as their degree of satisfaction with them.

The results showed that "consumer satisfaction is greatest when the cosmetics brand helps to strengthen positive emotions through the perception of 'caring for oneself' and removing feelings of worry and guilt about not taking care of one's appearance," says Apaolaza.