FINAL PROJECT

Course Name: Consumer Behaviour.

Course Code: MRKT-305.

Year Number: Academic Year (4) 2024-

2025.

Instructor Name: Rawiah Alshemeri.

Group Number: Group (6)

Section Number: Section (4203).

1- The chosen product, and why.

The Chosen Product is NYX Fat Oil Lip Drip Gloss in the shade “Livin the Cream” -
Creamy Dusty Brown.

1- Why was it selected?

• In style: Lip oils are very popular lately due to their glossy shine and hydrating
properties.
• Affordable: NYX is known for providing inclusive, reasonably priced beauty
goods, which maintains the Fat Oil Lip Gloss appeal to customers.
• Unique Features: It combines the restorative qualities of lip oil with the glossy
appearance of lip gloss. (Whitbread, 2024)

2- Product description?

• Color: A deep brown gloss that goes well with a variety of skin tones.
• Structure: Features a large doe-foot applicator for easy application and a stylish
tube package.
• Formula: Contains nourishing oils such as avocado and jojoba oil, which provide
hydration and a non-sticky finish. (NYX, 2024)

3- Why Is It Unique?

• Inclusivity: NYX's inclusive brand image is reinforced by its design, which is

suitable for all skin tones.
• Practicality: A product that looks natural and is ideal for daily use.
• Trendy Appeal: Shows the trend toward multipurpose, glossy lip cosmetics. (NYX,
2024)

2- Product information (type, history of development -if

applicable-, origin markets).

NYX Fat Oil Lip Drip Gloss is under the convenience product category. It is low-cost,
widely available, and regularly consumed, and it falls within the make-up and lip care
sector of the beauty and cosmetics business.
 1- Why is it popular?
Because of its price and ease of use, this everyday beauty item falls under the category of
"quick decision purchases," which are frequently made without much thought. (Statista,
n.d.).

2- Brand History:
Toni Ko founded NYX Professional Makeup in 1999 in Los Angeles, California. The goal
of the brand was to make professional-caliber makeup accessible to more people by
offering it at drugstore costs. As time went on, NYX emerged as a pioneer in the
development of daring, inventive, and inclusive goods.
The Fat Oil Lip Drip Gloss was introduced in response to the increasing demand from
consumers for lip oil products that combine skincare and makeup. In the mid-2010s, lip
oils began to gain popularity as people looked for solutions that would moisturize their
lips while also adding color and gloss. NYX, which is famous for being ahead of trends,
launched the product as a cost-effective substitute for expensive lip oils that nonetheless
maintained inclusivity, boldness, and affordability (Kovack, 2018).

3- Main origin market:

• United States: NYX's primary market, where its quality and affordability appeal to
the country's youthful, diversified populace.
• Europe: Strongest in France and the UK, where customers value inclusiveness and
cutting-edge cosmetics.
• Asia: Expanding quickly in places like South Korea and India, where there is a
strong need for portable, multipurpose beauty items.
• Middle East: Young customers' desire for reasonably priced, fashionable
international cosmetics brands is growing.

3- Product competitors (direct and indirect).

Direct competitors:

1- Fenty Beauty

Fenty Beauty, founded by music icon Rihanna in 2017, is a revolutionary cosmetic

brand known for its inclusivity and diversity. The brand launched with an extensive
range of foundation shades, catering to a wide spectrum of skin tones, which set a
new standard in the beauty industry. Fenty Beauty emphasizes high-quality formulas,
innovative products, and a focus on self-expression, making it a favorite among
makeup enthusiasts. With its stylish packaging and commitment to representation,
Fenty Beauty celebrates individuality and empowers people to embrace their unique
beauty (Beauty, 2024).

Product:
Fenty Beauty Gloss Bomb Universal Lip Luminizer in the shade “Hot Chocolit” -
shimmering rich brown (Beauty, 2024).

Description:
The ultimate gotta-have-it lip gloss, offering addictive shine and nourishing wear.
This luxurious brown gloss delivers an explosive shine with a non-sticky formula that
makes lips look instantly fuller. Infused with conditioning shea butter, it glides on
effortlessly with one swipe from the XXL wand. With its irresistible peach-vanilla
scent and universal shade, “Hot Chocolit” is the essential finishing touch to elevate
any look. (Beauty, 2024).

Price:
125 SR (Beauty, 2024).

2- MAYBELLINE New York

Maybelline New York is a globally recognized cosmetics brand known for its
innovative and accessible makeup products. Founded in 1915, the brand has a rich
history of delivering quality beauty solutions at affordable prices. Maybelline offers a
wide range of products, including foundations, mascaras, lipsticks, and eye shadows,
catering to diverse skin tones and styles. With a focus on modern trends and cutting-
edge formulas, Maybelline inspires self-expression and confidence, making it a
favorite among makeup enthusiasts and everyday users alike. (Maybelline, 2024).

Product:
Lifter Gloss Lip Gloss with Hyaluronic Acid in the shade
"Crystal" (Maybelline, 2024).

Description:
This Lifter Gloss offers a breakthrough formula that combines hydration and high
shine for a fuller lip look. Infused with Hyaluronic Acid, this gloss visibly smooths
the lip surface and enhances contour with just one swipe from its XL wand. Available
in a wide range of modern shades, “Crystal” delivers a glossy, radiant finish, making
it the perfect choice for hydrated, stunning lips. (Maybelline, 2024).
 Price:
50.31 SR (Maybelline, 2024).

Indirect competitors:

1- L’Oréal Paris

L’Oréal Paris is a leading global beauty brand known for its innovative and diverse
range of cosmetics, skincare, haircare, and fragrance products. Founded in 1909, the
brand combines scientific research with cutting-edge beauty trends to create high-
quality products accessible to all. L’Oréal Paris is committed to inclusiveness,
offering a wide array of shades and formulations that cater to various skin tones and
types. With a focus on empowering individuals to express their beauty, the brand has
become a trusted name in the beauty industry, celebrated for its effectiveness and
elegance. (Paris, 2024).

Product:
Colour Riche Lip Liner in the shade " Nudes for Life" (Paris, 2024).

Description:
This is a creamy lip liner designed to perfectly define and contour your lips. Infused
with Omega 3 and Vitamin E, it provides rich color while preventing feathering. Use
it to create fuller lips, fill in for a beautiful standalone look, or layer with Colour
Riche Lipstick for added boldness. This versatile liner is essential for achieving a
polished, defined lip look. (Paris, 2024).

Price:
36.50 SA (Paris, 2024).

2- Rare beauty

Rare Beauty, founded by singer and actress Selena Gomez in 2020, is a cosmetic
brand dedicated to promoting self-acceptance and natural beauty. The brand
emphasizes inclusivity with a diverse range of shades and products designed to
enhance rather than mask one's features. Rare Beauty focuses on high-quality,
innovative formulas that prioritize skin health and comfort, offering a variety of
makeup essentials, including foundations, blushes, and lip products. With a mission to
redefine beauty standards and encourage self-love, Rare Beauty aims to empower
 individuals to embrace their uniqueness and feel confident in their skin (Beauty,
2024).

Product:
Kind Words Matte Lipstick in the shade “Worthy” - muted Mauve. (Beauty, 2024).

Description:
This is a buttery, pigment-rich formula that delivers a soft matte color with pure
comfort. Designed to cushion lips in one swipe, this innovative lipstick features a
flexible formula that adapts to the lip shape for a plush, weightless finish. Long-
lasting and non-drying, it keeps lips soft, nourished, and moisturized throughout the
day. (Beauty, 2024).

Price:
125 SA (Beauty, 2024).

4- Provide detailed information about the target consumers of the

chosen product (anthropology and demography aspect).

Information About the Target Consumers of NYX Fat Oil Lip Gloss:

1- Demographics:

• Age: Primarily aimed at younger consumers, typically ranging from (18 to 35

years old). This age group is often more experimental with makeup and seeks
trendy products (WWD, 2024).
• Gender: exclusively marketed towards women who enjoy makeup and beauty
products (WWD, 2024).
• Income: Targeted at middle to lower-middle-income consumers. NYX is known
for its affordable pricing, making it accessible to college students and young
professionals (WWD, 2024).

Anthropology:

• Culture:
- inclusivity and Diversity: NYX emphasizes inclusivity in its marketing,
appealing to individuals from diverse backgrounds. This is reflected in their wide
range of shades and products that cater to various skin tones (America, 2024).
 - Trend-Driven: The brand resonates with consumers who follow beauty trends
and are influenced by social media platforms like Instagram and TikTok. Many
consumers are part of a culture that values self-expression through makeup
(America, 2024).

• Lifestyle:
- Urban and Social: Target consumers often live in urban areas and are active on
social media. They enjoy sharing their beauty looks and engaging with beauty
communities online (America, 2024).
- Experimentation: These consumers are typically open to trying new products
and styles, valuing creativity, and personal expression (America, 2024).
- Health-conscious: Many are increasingly interested in products that are cruelty-
free and vegan, aligning with a lifestyle that prioritizes ethical consumption
(America, 2024).

The target consumers of NYX’s Fat Oil Lip Gloss are predominantly young, diverse individuals
who value affordability and inclusivity in beauty products. They lead urban lifestyles, are
heavily influenced by social media trends, and prioritize self-expression and ethical
considerations in their purchasing decisions.

5- Fill the consumer decision-making model according to the

previous and collective information.

Inputs / External Factors:

NYX’s branding highlights its diversity and affordability, letting it easily enter consumers'
minds. Their social media campaigns as well as their beauty influencers show off the
product’s distinctive features like their glossy appearance. It is a trend among the young,
thanks to the influence of Instagram and TikTok spreading and promoting looks where
natural beauty with gloss is heavily saturated and favored. NYX’s products are also
recommended and compared to similar products found in Fenty Beauty, and Maybelline their
direct competitors. NYX has been growing its focus on making sure to be more inclusive and
diverse when it comes to its beauty products. Such as offering different skin tones can finding
shades within their product line. Their cruelty-free and vegan products follow the new trends
within society and resonate with their audience's ideals.

Process / Internal Factors:

NYX's positive image and reputation as well as its trendy designs and nourishing oils
enhance their attractiveness within the consumers’ minds. Motivation for them to purchase
products from NYX comes from its functionality combined with its affordability and quality
causing it to scale high on the consumers who are cost-conscious and the general public.
Their innovative style and that they are close to their market lifestyle give their customers a
positive outlook towards them and lastly thanks to the spread of technology everyone can
learn more about whatever it is they want to buy through a variety of channels, they can look
at other people thoughts and experiences through reviews, shorts, blogs, and videos. Compare
with competitors, look up what is in the product, and more.

Outputs:
When purchasing NYX’s Fat Oil Lip Drip Gloss it is usually done without much thought put
behind it, one can say it is bought impulsively thanks to its affordable price and features, as it
is reliable and can be used in a variety of situations through the day it should count as a
beauty essential, it speaks to those looking for value without losing quality or style. After
purchasing it is when customers feel great satisfaction with their product features,
effectiveness, and quality. If with continued use the products continue to show their value it
will lead to repeat purchases as well as having their consumers promoting it to their
surroundings generating positive feedback and strengthening the reputation of the product as
well as impacting its popularity. NYX's brand has committed to its affordability, inclusivity,
and trendy innovation leading its consumers to trust and prefer NYX’s products as well these
qualities resonate with the audience causing them to become loyal to the brand.

6- According to consumer perception, illustrate the absolute

threshold concept to the chosen product by providing a real
example.

1- Vision
• Shine Perception: The absolute threshold for the shine occurs when the consumer
first notices the high-shine finish of the gloss after a light application.
• Colour Visibility: For the shade “livin the Cream” - Dusty Brown the absolute
threshold for colour is the minimum amount of product applied before the colour
becomes visible on the lips.

2- Touch
• Hydration Effect: The gloss promises 12-hour hydration because of its
ingredients like cloudberry oil, raspberry oil, and squalane. The absolute
threshold for hydration is the point at which the user first perceives their lips
feeling moisturized.
 • Texture Perception: Since the gloss has a non-sticky texture, the absolute
threshold is reached when the user can first perceive the non-sticky feeling
after applying the gloss.

7- According to consumer attitude, choose one of the multi-

attribute models and apply it to the chosen product.

1- Attitude-Toward-Object Model
Key Product Attributes for NYX Fat Oil Lip Drip Gloss:
1. Hydration: The gloss offers 12-hour hydration which appeals to consumers looking
for lasting moisture without the need for frequent reapplication
2. Non-Sticky Texture: Many consumers dislike sticky lip glosses. The feature of the
comfortable and non-sticky texture encourages positive attitudes making it more
likely want consumers will prefer this gloss over other lip glosses.
3. High-Shine Finish: The glossy and high-shine finish adds to the product’s appeal,
especially for people who want their lips to stand out and look fresh throughout the
day.
4. Color Payoff (livin the cream - Dusty Brown Shade): The Dusty Brown colour
offers a versatile shade that suits a range of skin tones and that makes it appealing to
consumers looking for an everyday gloss.
5. Vegan and Cruelty-Free: Ethical considerations are increasingly important to many
consumers and the fact that the product is vegan and cruelty-free enhances its appeal.

Consumers are likely to have a favorable attitude toward NYX Fat Oil Lip Drip Gloss
because it combines comfort performance and ethical attributes. So, the Marketing
strategy should:

1. Highlight Key Benefits: Focus on the long-lasting hydration and non-sticky texture
in advertising to align with consumer’s needs.
2. Emphasize Ethical Appeal: Promote the vegan and cruelty-free aspects to attract
ethically conscious customers.
3. Visual Appeal: Showcase the high-shine finish and the” livin the cream” Dusty
Brown color on promotional materials to reinforce the product’s aesthetic benefits.
2- Theory of Trying-to-Consume:
1- Personal Impediments:
• Lack of Time: I do not have enough time to reapply gloss throughout the day.
• Preference for Low-Maintenance Products: I prefer products that do not
require frequent touch-ups.
• Uncertainty About Colour Suitability: I am not sure if the “livin the cream”
Dusty Brown colour suits my skin tone.

2- Environmental Impediments
• Product Availability: The shade I want is out of stock at my local store.
• Delivery Delays: Online delivery is delayed due to high demand.
• Climate Impact: Hot weather might cause my gloss to wear off faster.

3- Address Personal Impediments:

• Promote the gloss’s long-lasting hydration and non-sticky texture to appeal to
busy consumers.
• Offer virtual try-on tools to help consumers find their perfect shade.

4- Overcome Environmental Impediments

• Ensure widespread availability through online and in-store channels.
• Highlight the product’s durability in various climates.

8- Reverence

• America, G. M., 2024. NYX's Lip Oil is a Top New Beauty Release. [Online]
Available at: https://beta.goodmorningamerica.com/shop/story/nyxs-lip-oil-top-
new-beauty-release-10-98800063
[Accessed 10 Dec 2024].
• Beauty, F., 2024. About the Brands. [Online]
Available at: https://fentybeauty.com/en-sa/pages/about-the-brands
[Accessed 10 Dec 2024].
• Beauty, F., 2024. Gloss Bomb Universal Lip Luminizer - Hot Chocolit. [Online]
Available at: https://fentybeauty.com/en-sa/products/gloss-bomb-universal-lip-
 luminizer-hot-chocolit?variant=35110458851373
[Accessed 10 Dec 2024].
• Beauty, R., 2024. About Rare Beauty. [Online]
Available at: https://www.rarebeauty.com/pages/about
[Accessed 10 Dec 2024].
• Beauty, R., 2024. Kind Words Matte Lipstick. [Online]
Available at: https://www.rarebeauty.com/products/kind-words-matte-
lipstick?variant=39918802894983
[Accessed 10 Dec 2024].
• Kovack, K., 2018. Timeline: The story of NYX. [Online]
Available at: https://beautymatter.com/articles/timeline-the-story-of-nyx
[Accessed 27 11 2024].
• Maybelline, 2024. About Maybelline. [Online]
Available at: https://www.maybelline.com/about-maybelline
[Accessed 10 Dec 2024].
• Maybelline, 2024. Lifter Gloss Lip Gloss Makeup with Hyaluronic Acid. [Online]
Available at: https://www.maybelline.com/lip-makeup/lip-gloss/lifter-gloss-lip-
gloss-makeup-with-hyaluronic-acid?variant=Crystal
[Accessed 10 Dec 2024].
• NYX, 2024. Fat Oil Lip Drip. [Online]
Available at: https://www.nyxcosmetics.com/lip/lip-gloss/fat-oil-lip-
drip/NYX_1054.html
[Accessed 27 11 2024].
• Paris, L., 2024. About Us. [Online]
Available at: https://www.lorealparisusa.com/about-us
[Accessed 10 Dec 2024].
• Paris, L., 2024. Colour Riche Lip Liner - Nudes for Life. [Online]
Available at: https://www.lorealparisusa.com/makeup/lip-color/lip-liner/colour-
riche-lip-liner-nudes-for-life
[Accessed 10 Dec 2024].
• Statista, n.d. NYX brand awareness, usage, popularity, loyalty, and buzz among
cosmetics and make-up users in the United States in 2022. [Online]
Available at: https://www.statista.com/forecasts/1340113/nyx-cosmetics-and-
make-up-brand-profile-in-the-united-states
[Accessed 28 11 2024].
• Whitbread, L., 2024. Lip oil is a summer must-have – and this is one of the best
I’ve ever tried. [Online]
Available at: https://www.independent.co.uk/extras/indybest/fashion-
beauty/make-up/nyx-lip-oil-review-b2564080.html
[Accessed 28 11 2024].
• WWD, 2024. NYX Fat Oil Lip Drip Review 2023. [Online]
Available at: https://wwd.com/shop/shop-beauty/nyx-fat-oil-lip-drip-
1235610685/
[Accessed 10 Dec 2024].
 Name ID Assigned Question

Yara Al-Asmari 2210004628 1&2

Maysam Al-Zahrani 2210003325 3&4

Alaa Al-Zahrani 2200001823 5

Shaden Al-Omair 2210002572 6&7