Mémoire-projet

Abstract

The cosmetics market presents a dynamic and competitive panorama, marked by sustained growth and a diversification of offerings. Companies must therefore adopt innovative and differentiated approaches to succeed. One of the most promising strategies is the creation and development of brand communities. This thesis focuses on the practical case of FORMY, a young Belgian cosmetic brand wishing to make a sustainable place on this market, and aims to guide it in its development. After a detailed presentation of the context and the company, a literature review explores key concepts such as customer engagement, loyalty, and the benefits of a brand community for companies. The research aims to provide concrete recommendations for optimising FORMY's community practices and strengthening its market position. The methodology adopted is based on an internal analysis and a two-stage approach. The first stage involved benchmarking communities according to predefined criteria. The results suggest that a thoughtful and relevant distribution of the content offered to members is essential to stimulate engagement. The second stage involved focus groups to identify the needs of FORMY's target customers. The analysis reveals that, although expectations vary considerably depending on the age of the participants, the main finding is that members of this community are primarily motivated by personal relationships. In addition, this stage includes specific observations for each age group surveyed, providing a detailed understanding of the specific expectations of each group. Finally, this work provides conclusions for increasing the engagement and loyalty of FORMY's customers through its community. Practical implications for the brand include developing its community by strengthening engagement strategies tailored to each age group. The managerial recommendations therefore highlight the importance of considering different consumer profiles and understanding how these can influence engagement and be an asset to community development.