Analysis of post-demographic changes that affect consumption of luxury cosmetic products

Nowadays, in the Luxury Cosmetics sector, there is an increasing momentum in the sales of luxury cosmetics products. This situation is causing intense competition among the brands operating in these sectors. The intense competitive environment causes brands to re-examine their own dynamics, target market selection strategies, and to change these strategies. Markets operating in the luxury cosmetics sector are taking advantage of the new trends in order to increase their market share and to maintain the sustainability of their activities. In this context, "Post-demographic change" which is a new concept that emerged today is one of these new trends used in target market selection. This new field of study has been identified as a thesis topic, as the concept of "post-demographic change" is both a new trend and there is no literature or research on the subject before, especially in our country. In the first part of our thesis study carried out in this context, the concept of market segmentation, target market selection and target market selection criteria are discussed. In the second part, the concept of "post-demographic change" emerged as a new trend, and the post-demographic changes in the luxury cosmetics sector were taken into consideration. In the third and final section, an applied analysis of post-demographic changes affecting the consumption of skin care products of the X brand, operating in the luxury cosmetics market, has been conducted. It has been revealed that consumption of X-skin care products has been positively influenced by post-demographic changes in the result of this work for consumers who use skin care products of X brand with different demographic characteristics in the airports of three different countries. This study, which is regarded as the starting point, will be a guide for future studies due to the fact that there is no work in our country related to this subject.