Ανάλυση του κλάδου των καλλυντικών στην Ελλάδα : μελέτη εισόδου νέου προϊόντος
KeywordsΚαλλυντικά ; Κλάδος καλλυντικών ; Ελλάδα ; Καινοτομία ; Ανταγωνιστικό περιβάλλον ; Καταναλωτικές τάσεις
The area of beauty products has always (since antiquity) been a need of particular value for humans. Personal care in order to look and smell beautiful was the driving force for the manufacture of millions of products and devices that would serve this purpose. In the current thesis the main purpose of the author was study thoroughly the cosmetics industry in the Greek modern reality in order to capture the full picture of the cosmetics industry in the midst of both the economic crisis and the current pandemic crisis of Covid-19. Subsequently, and after the current trends in the consumption of cosmetic products both at international and national level have been examined, a case study will be presented, which will consist of the study of the entry of an innovative cosmetic product in the Greek cosmetics market and the identification of the challenges and the comparative advantages that it will potentially face and will have respectively.