BRAND ANALYSIS ON THE PREPARATIVE COSMETICS MARKET

Završni rad bavi se teoretskom i praktičnom analizom današnje kozmetičke industrije. Estetika i izgled oduvijek su predstavljali izvor izražaja, kulture, podrijetla i ponosa. Kao posljedica toga nastala je industrija koja predstavlja dugo prisutan globalni fenomen, a danas čini golemo tržište i izuzetno značajnu gospodarsku granu koja ima visok utjecaj na globalnu svjetsku ekonomiju. Nove promjene u trendovima i potrošačkim zahtjevima pružile su priliku novim tržišnim konkurentima, a tržište postaje sve masovnije. Iako tržištem još uvijek dominira nekolicina velikih korporacija, visoka konkurencija izaziva sve jaču borbu za zadržavanjem tržišne moći, a potražnja diktira budućnost tržišta.This final paper deals with the theoretical and practical analysis of today's cosmetics industry. Aesthetics and appearance have always been a source of expression, culture, origin and pride. As a result, an industry has emerged that represents a long-present global phenomenon, which today constitutes a huge market and an extremely significant industry that has a high impact on the global world economy. New changes in trends and consumer demands have provided an opportunity for new market competitors, and the market is becoming increasingly massive. Although the market is still dominated by a few large corporations, high competition is provoking an increasing struggle to retain market power, while the demand dictates its future