L'impact de l'avènement des médias digitaux sur la stratégie de communication du secteur de la beauté - Etude de cas

Abstract

The advent of the Internet has significantly changed the way we communicate. Digital media are an integral part of everyone's life and the medium they embody involves all strata of society, from households to businesses. The technologies by which these media exist are constantly evolving. The innovation to which the Internet is subjected every day accentuates again and again the disruption it represents in the world of communication. Digital media personalize, socialize, and energize the hitherto massive, one-sided, and static communication offered by traditional media. The algorithmic precision, the social platforms and the increasingly global use of this channel makes the Internet a fertile ground for marketing communications for companies. While some sectors are resisting digitalization, some have fully started their transition and others have even born from it. The beauty industry is particularly affected by the digital revolution. The cosmetics sector, rich in both traditional companies and young digital companies, offers a particularly interesting environment to analyse. The disruptive business model of young companies fully embraces the technologies and means of communication offered by the Internet and creates a new division of a market originally closed to new entrants. Communication seems to correspond so much to the market that traditional companies also adopt digital communication, sometimes to the point of transforming themselves strategically. For Di and Planet Parfum, two Belgian retailers, the challenge of digital communication is real. How do the companies approach digital marketing? To what extent do their behaviour replicate that of the market and why? The companies face a growing sector for which communication is evolving rapidly and this thesis aims to analyse this industry and Di and Planet Parfum’s perspective in relation to it.