Library:
Madrid
London
Turin
Paris Champerret
Paris Montparnasse
This thesis investigates the evolving trend of ‘Clean Beauty’ and its impact on consumer behavior and
marketing strategies in the beauty industry, aiming to understand the key drivers influencing consumer
inclination for ‘Clean Beauty’ products and examines how brands can adapt to these evolving
demands. Using a mixed methods approach of netnography (qualitative) and consumer survey
(quantitative) research allows for a more comprehensive picture of the whole phenomenon, including
preferences, motivations, expectations, and purchasing behaviors of customers while exploring the
marketing strategies of beauty brands and providing actionable suggestions to successfully navigate
and capitalize on the 'Clean Beauty' concept. Both findings confirm that personal health and
environmental sustainability are predominant motivators for ‘Clean Beauty’ purchases, with the
majority of consumers expressing a willingness to pay a premium price for these products. However,
high costs and concerns regarding product performance remain barriers to full consumer satisfaction to
some. Furthermore, social media has been found as a fundamental tool in raising awareness and
purchasing behavior, with platforms such as Instagram and TikTok playing key roles in consumer
engagement. Some of the implications for ‘Clean Beauty’ brands include enhancing and promoting
transparency in an authentic way, leveraging social media for community-building, and justifying
premium pricing through clear value communication, among others. This thesis contributes to the
underdeveloped understanding of ‘Clean Beauty' and its influence on consumer behavior and
marketing, offering both managerial and theoretical insights for brands navigating this trend that will
continue to grow in the future even further.
