The Experiential Approach in the Cosmetics Industry: The Eva Garden Case Study

Abstract

The work proposes a new management approach to analyzing the management processes of cosmetics companies in the experience logic and tests such a model on Eva Garden Srl, an Italian company specializing in the production and commercialization of makeup, in order to find new ways to create value for its customers, first of all, and for the company itself. We adapt the five-step experiential approach to the cosmetics industry. Starting from the analysis of the customer experience and moving on to the incentivization of employees in the experience marketing logic, we describe five managerial processes that could help marketing managers in the cosmetics industry to understand and improve customer experience: designing the experience; staging the experience; communicating the experience; monitoring the perceived quality of the experiential offer; training and motivating employees in the experiential perspective. We aim to propose a new interpretation of the value creation processes in the cosmetics industry, which is intrinsically experiential (as in cultural or food-related experiences), and describe the peculiarities of the experience logic approach in this industry.