Definition of brand preferences by means of the Limbic® Tool

Table of Contents

• 1. Neuromarketing and the Lipstick Effect
  • 1.1 Structure of the paper
  • 1.2 Goals and approach of the study
• 2. German Cosmetic Industry
  • 2.1 Facts and Figures
  • 2.2 Cosmetic Segments
    • 2.2.1 Skin care
    • 2.2.2 Colour cosmetics
    • 2.2.3 Natural cosmetic market
• 3. Neuro Marketing as support for brand management
  • 3.1 Definition of the term
  • 3.2 Findings and methods of brain research
    • 3.2.1 Electroencephalography (EEG)
    • 3.2.2 Magnetoencephalography (MEG)
    • 3.2.3 Positron emission tomography (PET)
    • 3.2.4 Functional magnetic resonance imaging (fMRI)
  • 3.3 Emotions
  • 3.4 Theoretical approaches to explain emotions
  • 3.5 Limbic system: The emotional centre of the head
    • 3.5.1 Amygdala: The emotional appraisal centre
    • 3.5.2 Hippocampus: The gate to the memory
    • 3.5.3 Hyphothalamus: The anteroom of the consciousness
  • 3.6 Interaction of the areas of the brain in decision-making process
• 4. LimbicⓇ as tool for the explanation of Consumer behaviour
  • 4.1 Emotion and Motive Systems
    • 4.1.1 Balance System
    • 4.1.2 Stimulant System
    • 4.1.3 Dominance System
  • 4.2 Limbic® Map
  • 4.3 LimbicⓇ Types
• 5. The world of brands: brand preferences and emotionalization
  • 5.1 Definition and functions of brands
  • 5.2 Brands and Emotions
  • 5.3 Brand image
    • 5.3.1 The importance of labels for cosmetic brands
    • 5.3.2 The importance of packaging designs for cosmetic products
  • 5.4 Brand personality
  • 5.5 Brand identity
• 6. Positioning of cosmetic brands on the LimbicⓇ Map
  • 6.1 Definition of motivation and motive within the Consumer behaviour
  • 6.2 Motives for the purchase of colour cosmetics
    • 6.2.1 Collection of motives for the usage of cosmetic products
    • 6.2.2 Derivation of beautification worlds
  • 6.3 LimbicⓇ analysis of colour cosmetics brands
    • 6.3.1 Rimmel of London
    • 6.3.2 Maybelline Jade
    • 6.3.3 Avon. The company of women
    • 6.3.4 Astor
    • 6.3.5 Lancaster
    • 6.3.6 Yves Saint Laurent
    • 6.3.7 Elizabeth Arden
    • 6.3.8 Marbert
  • 6.4 LimbicⓇ Positioning of the brands

Objectives and Key Themes

The objective of this study is to apply neuromarketing principles to understand brand preferences within the color cosmetics market, utilizing the Limbic® tool. The study aims to explore how emotional responses to brands influence consumer behavior in this specific market segment.

• The application of neuromarketing techniques to market research.
• The role of emotions in brand preference and consumer decision-making.
• An analysis of the color cosmetics market and its consumer behavior.
• The utilization of the Limbic® tool for brand positioning and analysis.
• The "Lipstick Effect" and its relation to consumer spending.

Chapter Summaries

1. Neuromarketing and the Lipstick Effect: This chapter introduces neuromarketing as a field that offers new insights into consumer behavior and purchasing decisions. It highlights the limitations of traditional market research methods and positions neuromarketing as a superior alternative for accessing consumers' true, spontaneous responses. The chapter also introduces the "Lipstick Effect," a theory suggesting a correlation between sales of color cosmetics and economic downturns, setting the stage for exploring the emotional connection between consumers and color cosmetics brands within the context of the study.

2. German Cosmetic Industry: This chapter provides an overview of the German cosmetic industry, presenting relevant facts and figures about the market size and structure. It breaks down the market into key segments, focusing specifically on skin care, color cosmetics, and the natural cosmetics market. This overview establishes the market context within which the subsequent neuromarketing analysis of brand preferences will be conducted, providing a foundation for understanding the market dynamics and consumer segments.

3. Neuro Marketing as support for brand management: This chapter delves into the theoretical underpinnings of neuromarketing, defining the term and exploring various brain research methods such as EEG, MEG, PET, and fMRI. It emphasizes the crucial role of emotions in decision-making processes, and explores theoretical frameworks for understanding and explaining emotions. The chapter concludes by focusing on the limbic system as the emotional center of the brain, examining the roles of the amygdala, hippocampus, and hypothalamus in emotional processing and decision-making.

4. LimbicⓇ as tool for the explanation of Consumer behaviour: This chapter introduces the Limbic® model as a tool for understanding consumer behavior. It explains the model's core concepts, including the emotion and motive systems (balance, stimulant, dominance) and the Limbic® map. The chapter details how these systems and the map can be used to analyze and interpret consumer motivations and preferences, laying the groundwork for its practical application in the study of color cosmetic brands.

5. The world of brands: brand preferences and emotionalization: This chapter explores the concept of brands, defining their functions and discussing the powerful connection between brands and emotions. It examines the importance of brand image, focusing on the influence of labels and packaging designs in the cosmetics industry. Further, it introduces the concept of brand personality and brand identity, laying the groundwork for understanding how these aspects contribute to overall brand preference and emotional engagement.

Keywords

Neuromarketing, brand preference, color cosmetics, Limbic® tool, consumer behavior, emotions, brand image, brand personality, brand identity, market research, German cosmetic industry, Lipstick Effect.

Neuromarketing and the Lipstick Effect: Frequently Asked Questions

What is the main objective of this study?

This study applies neuromarketing principles, specifically the Limbic® model, to understand brand preferences within the German color cosmetics market. It aims to explore the influence of emotional responses on consumer behavior in this segment.

What neuromarketing techniques are discussed?

The study discusses several brain research methods used in neuromarketing, including Electroencephalography (EEG), Magnetoencephalography (MEG), Positron Emission Tomography (PET), and functional Magnetic Resonance Imaging (fMRI). These techniques are used to understand emotional responses to brands.

What is the "Lipstick Effect"?

The "Lipstick Effect" refers to the observed correlation between sales of color cosmetics and economic downturns. The study explores the emotional connection behind this phenomenon.

What is the Limbic® model and how is it used in this study?

The Limbic® model is a tool used to understand consumer behavior by analyzing emotional responses. In this study, it's used to analyze brand positioning and consumer preferences within the color cosmetics market. The model includes emotion and motive systems (balance, stimulant, dominance) and a Limbic® map to visualize brand positioning.

Which German color cosmetic brands are analyzed in this study?

The study performs a Limbic® analysis of several German color cosmetic brands, including Rimmel of London, Maybelline Jade, Avon, Astor, Lancaster, Yves Saint Laurent, Elizabeth Arden, and Marbert. The analysis aims to determine their positioning within the Limbic® map based on consumer emotional responses.

What are the key themes explored in the study?

Key themes include the application of neuromarketing to market research, the role of emotions in brand preference and consumer decision-making, an analysis of the color cosmetics market and its consumer behavior, the utilization of the Limbic® tool for brand positioning and analysis, and the exploration of the "Lipstick Effect".

What aspects of brand image are considered?

The study examines the importance of labels and packaging designs in shaping brand image and influencing consumer perceptions within the cosmetics industry. It also delves into the concepts of brand personality and brand identity.

What are the major segments of the German cosmetic industry discussed?

The study provides an overview of the German cosmetic market, breaking it down into key segments: skincare, color cosmetics, and the natural cosmetics market. This analysis provides context for the study's focus on color cosmetics.

What are the key findings and methods of brain research discussed?

The study explores various brain research methods used to understand emotional responses and their role in decision-making. This includes a detailed examination of the limbic system (amygdala, hippocampus, hypothalamus) and how it influences emotional processing.

What is the overall structure of the study?

The study follows a structured approach, beginning with an introduction to neuromarketing and the Lipstick Effect, followed by an overview of the German cosmetic industry. It then delves into the theoretical framework of neuromarketing and the Limbic® model, before applying this model to analyze the positioning of various cosmetic brands and their consumer motivations. Finally, the study provides a summary of its findings and conclusions.