Methods of Assessing the Image of Cosmetics Industry Retailers

Abstract

Image elements have an extremely important role in differentiating the company in a market, especially from the competing firms, being essential to render the identity and uniqueness of a brand. Even more so for the companies in the cosmetics and personal care industry, where, currently, it is difficult to bring a novelty item and generate public interest. In this paper I had in mind to study the assessment ways of the image of retailers in the cosmetics industry, taking as an example the Sephora company. This is one of the most popular companies in the cosmetics market, with a strong and well-devised image, both globally and nationally.