What are the key factors that motivate taiwanese female consumers to choose french beauty products over local or other asian alternatives?

Abstract

This thesis is written in English. This thesis explores the motivations and perceptions driving Taiwanese women’s preferences for French cosmetic products, with a specific focus on the country-of-origin (COO) effect, brand visibility, perceived product efficacy, and sustainability. Drawing from in-depth qualitative research including eight individual interviews, a focus group, and an expert interview with the Taiwan CEO of a leader in the cosmetics industry, this study uncovers the complex interplay of cultural identity, consumer behavior, and symbolic branding within the Taiwanese beauty market. Findings reveal that while French brands benefit from a strong heritage-based prestige and are favored for skincare due to their perceived efficacy and safety, Asian brands (particularly Korean and Japanese) are preferred for makeup because of better aesthetic compatibility. Brand visibility across online and offline touchpoints, especially on platforms like Dcard, PTT, and Instagram, significantly impacts consumer trust and decision-making. Surprisingly, sustainability concerns (though central to global branding discourse) were not consistently a priority among younger consumers, contrasting with the expectations of industry leaders. By integrating thematic insights with existing literature on symbolic consumption, omnichannel strategies, and values-based branding, this thesis contributes to a deeper understanding of how Taiwanese consumers navigate between rational evaluation and emotional resonance when choosing cosmetic products. Managerially, the study offers actionable recommendations for French brands to enhance local relevance while leveraging their global reputation.