business plan for a korean cosmetic products webstore
TRANSCRIPT
Thu Nguyen
Business plan for a Korean cosmetic products webstore based in Finland
Thesis
Spring 2019
School of Business and Culture
Degree Programme in International Business
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SEINÄJOKI UNIVERSITY OF APPLIED SCIENCES
Thesis abstract
Faculty: School of Business and Culture
Degree Programme: Bachelor of Business Administration
Specialisation: E-business
Author(s): Thu Nguyen
Title of thesis: Business plan for a Korean cosmetic products webstore based in Finland
Supervisor(s): Miia Koski
Year: 2019 Number of pages: 53 Number of appendices: 6
The thesis focuses on assessing the possibility to establish a South Korean cos-metic product webstore based in Finland and finding out the necessary compo-nents of the business plan for it. The study provides knowledge and information related to creating an e-commerce business in Finland and insightful details relat-ed to business plans for a start-up company.
The theoretical framework includes understanding about entrepreneurship and how an entrepreneur acts, behaves and needs in order to start up a business. Ad-ditionally, Finnish start-up conditions are being discussed and described in order to see the challenges and opportunities. It also provides the knowledge concerning the detailed elements of a concrete business plan.
The empirical section provides the results from a study conducted by the author using mixed method. The study’s aim was to find out consumers’ attitudes towards South Korean cosmetic products and their purchasing patterns. The section also includes the detailed business plan for the webstore.
Through the findings and analyses, it is feasible to establish the business idea in real life based on the different aspects of the business environment. In order to overcome the challenges, it is essential to conduct a proper plan with careful con-siderations and calculations.
Keywords: ebusiness, ecommerce, webstore, cosmetic, South Korean, startup, entrepreneurship
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TABLE OF CONTENTS
Thesis abstract .................................................................................... 2
TABLE OF CONTENTS ...................................................................... 3
Terms and Abbreviations ..................................................................... 5
Tables, Figures and Pictures ............................................................... 6
1 INTRODUCTION ............................................................................ 8
1.1 Topic justification ......................................................................................... 8
1.2 The aim of the thesis ................................................................................... 9
1.3 Limitations of the thesis ............................................................................... 9
1.4 Research methods ...................................................................................... 9
1.4.1 Research sources ............................................................................. 9
1.4.2 Justification ..................................................................................... 10
1.5 Thesis layout ............................................................................................. 10
2 THEORETICAL FRAMEWORK .................................................... 12
2.1 Entrepreneurship ....................................................................................... 12
2.1.1 E-commerce entrepreneurship ....................................................... 13
2.2 Consumers’ attitudes ................................................................................ 15
2.3 Business plan ............................................................................................ 16
2.3.1 Definition ......................................................................................... 17
2.3.2 Purpose .......................................................................................... 17
2.3.3 Contents ......................................................................................... 18
3 EMPIRICIAL STUDY ..................................................................... 22
3.1 Base population generation ...................................................................... 22
3.2 Sampling method ...................................................................................... 22
3.3 Sample design .......................................................................................... 23
3.4 Questionnaire design and method ............................................................ 23
3.5 Questionnaire content ............................................................................... 24
3.6 Results ...................................................................................................... 24
3.6.1 Genders of the respondents ........................................................... 24
3.6.2 Age groups of the respondents ....................................................... 25
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3.6.3 Employment status of respondents ................................................. 25
3.6.4 Respondents’ frequency of using skincare cosmetic products ........ 26
3.6.5 Respondents’ frequency of using make-up cosmetic products ....... 27
3.6.6 The amount of money that consumers are willing to spend on
cosmetic products monthly .............................................................. 27
3.6.7 Respondents’ awareness of South Korean cosmetic products ....... 28
3.6.8 Respondents' use and attitudes of South Korean cosmetic products
........................................................................................................ 29
3.6.9 Reasons why respondents were hesitant to incorporate South
Korean cosmetic products into their routines .................................. 29
3.6.10 Respondents’ general opinions about Korean cosmetic products .. 31
3.6.11 Aspects of a cosmetic product that respondents care about ........... 33
4 BUSINESS PLAN ......................................................................... 35
4.1 Executive summary ................................................................................... 35
4.2 General company description.................................................................... 35
4.3 Establishment and legal responsibilities .................................................... 36
4.4 Management and organisation .................................................................. 37
4.5 Products and services ............................................................................... 38
4.6 Market and competition ............................................................................. 39
4.7 Marketing and sales .................................................................................. 41
4.8 Research and development ...................................................................... 43
4.9 Purchase and logistics .............................................................................. 43
4.10 Financial plan .................................................................................. 45
4.10.1 Financial requirements and funding sources .................................. 45
4.10.2 Sales estimate ................................................................................ 46
5 CONCLUSION .............................................................................. 47
5.1 The possibility of establishing the business .............................................. 47
5.2 The necessary resources .......................................................................... 48
BIBLIOGRAPHY ................................................................................ 49
APPENDICES ................................................................................... 53
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Terms and Abbreviations
Base population The entire group of individuals that the author is interest-
ed in the study
Bot An Internet robot or software application
Cosmetic Relating to treatment with the intention to restore or im-
prove a person’s appearance
Delivered at place All charges as well as delivery to the buyer facilities will
be arranged by the seller. Customers clearance cost can
be taken care of either the buyer or the seller based on
the agreement. Import duty and taxes will be paid by the
buyer at the destination
E-commerce The activity of buying or selling of products on online ser-
vices or over the Internet
Make-up Coloured cosmetics applied to face in order to enhance or
alter appearance
Sample A smaller, manageable version of a larger group contain-
ing the characteristics of the base population
Skincare The use of cosmetics to care for the skin
Start-up A newly emerged business venture
YEL insurance The pension insurance for self-employed people in Fin-
land
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Tables, Figures and Pictures
Figure 1. A simple model of the relationship between attitudes and behaviour.
(Nair 2008, 119) .................................................................................................... 16
Figure 2. The gender proportion of the respondents. ............................................ 24
Figure 3. Age of the respondents. ......................................................................... 25
Figure 4. The employment status of the respondents. .......................................... 26
Figure 5. Respondents’ frequency of using skincare products. ............................. 26
Figure 6. Respondents’ frequency of using make-up products. ............................ 27
Figure 7. The amount of money that consumers are willing to spend on cosmetic
products monthly. .................................................................................................. 28
Figure 8. Respondents’ awareness of South Korean cosmetic products. ............. 28
Figure 9. Respondents’ use and attitudes towards South Korean cosmetic
products. ............................................................................................................... 29
Figure 10. Reasons why respondents were hesitant to incorporate South Korean
cosmetic products into their routines. .................................................................... 30
Figure 11. Aspects of a cosmetic product that respondents care about the most. 34
Figure 12. Company’s structure ............................................................................ 37
Figure 13. The price of the Snail Bee High Content Skin Toner 150 ml on their
official eBay selling site. ........................................................................................ 41
Table 14. Comparison of selling price and price mark-up of the three competitors
of the Snail Bee High Content Skin Toner 150 ml (VAT 24%) .............................. 42
Table 15. The required expenditure to start running the business. ....................... 45
Table 16. The sources of the funding for the company’s establishment. .............. 45
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Table 17. The sales estimate of the company from year 2019 to 2021. ................ 46
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1 INTRODUCTION
The section introduces the readers to the topic, the topic justification, the aims, the
limitations as well as the research methods of the thesis. After that, the thesis lay-
out will be presented. In addition, the section also gives the readers some infor-
mation related to the background of the thesis.
1.1 Topic justification
Skincare, haircare, fragrances, soaps or shower gels – the products which appear
in the bathroom cabinet of almost every household – are just a few of the many
products belong to the global cosmetic industry which was estimated to worth
more than five hundred billion dollars (Reuters, 2018) and this figure is predicted
to grow furthermore by 2023. Playing a great role in contributing to the growth is
the South Korean cosmetic industry, which possesses the solid foundation for
functional cosmetics development. The industry’s today aim is to spread its reputa-
tion and innovation across the globe, specifically to Europe.
Besides, according to Export.gov (2018), e-commerce channel in South Korea will
continue to improve its great influence on how companies reach its consumers.
Additionally, recent technology advancement in the mobile industry will surely in-
crease online mobile shopping experience to meet customers’ rising demands.
Another remark is the fact that Finland is steadily introducing a new scheme to
promote entrepreneur activity to make the country become a more competitive
destination for innovative firms to set up their foundation to grow (Yle, 2018).
Therefore, it is the perfect environment for fresh start-ups to test their products and
abilities.
As for the author, being a young and energetic female individual of the twenty-first
century makes herself see personal health and beauty care as a field of interest.
As a cosmetic enthusiast, it is purely the author’s nature to profoundly find joy in
researching different beauty products and their effects on enhancing the condition
and appearance of the skin.
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1.2 The aim of the thesis
The main goal to be achieved in this thesis is to investigate the process of building
up the business along with the essential elements for a success web-store. In ad-
dition to that, the author wishes to examine the challenges and evaluate the oppor-
tunities of entrepreneurship in Finland concerning the e-commerce cosmetic in-
dustry.
Furthermore, the research, hopefully, will bring about a concrete business plan
with detailed explanation and analyzation of different components. Throughout the
investigation and research, the author can finally evaluate the possibility as well as
the financial feasibility of the business idea in a reality scenario.
1.3 Limitations of the thesis
Due to the fact that the economy and the industry experience constant adjust-
ments, the information and data collected and given in the thesis should never be
assessed to be absolute.
In addition, since the plan is written to be used for starting up the business in Fin-
land, the focus of the background for different elements lies within the Finnish en-
vironment and market only.
1.4 Research methods
The section describes the types of sources used for the research, their benefits
and the justification for the author’s choice.
1.4.1 Research sources
In the theoretical part, several literatures and secondary data about entrepreneur-
ship, e-commerce, business plan and business model will be collected and re-
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viewed. Data and knowledge are then processed and analysed to establish the
business plan for the creation of the webstore.
In the empirical study, the primary data is mainly used in the analysis of the con-
sumers’ attitudes towards South Korean cosmetic productions. The data is collect-
ed through a questionnaire conducted from November 15th to 18th, 2018 in Finland
via Webropol service.
By and large, the types of sources used for the thesis consist of:
– Electronic and physical literatures, publications and articles related to the
theoretical frameworks.
– Inspections and examinations from existing companies in the same field.
– The questionnaire’s results conducted in the empirical study.
1.4.2 Justification
Research of this type is closely associated with the urge to explore and elevate the
existing knowledge in the field. Because of that, the findings from the secondary
sources might not provide enough knowledge and facts about the actual situation
of the industry and the market. In order to overcome that problem, observations
from existing competitors and a questionnaire were conducted with the aim to
substantially clarify the authenticity of the thesis.
1.5 Thesis layout
The layout of the thesis includes three main parts which are: Theoretical frame-
work, Empirical study and Business plan.
The theoretical framework familiarises the audience to the background of the
study, introduces the related literature reviews, illustrates the concrete base to
show the insightful knowledge and theories related to the creation of a standard-
ised business plan. Additionally, the part investigates associated issues and ele-
ments about entrepreneurship and e-business.
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After that, the empirical study is revealed to present the questionnaire and the pri-
mary data collected from respondents. Along with that will come the analysis of the
processed information about the current situation of the market.
After combining the knowledge consumed from the theoretical framework and the
analysis of the empirical study, the finished business plan to establish the web-
store with essential elements will be presented.
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2 THEORETICAL FRAMEWORK
The section describes the concepts and theories which are used as the foundation
for a healthy business. The section also familiarises the readers with the defini-
tions of entrepreneurship and how it is perceived in e-commerce sector. After that,
the core components of the business plan as well as the other essential require-
ments are introduced and explained.
2.1 Entrepreneurship
Uncertainty is something that is now officially taken for granted by everybody as
the humanity continues to write their story of the 21st century. Global warming has
shifted the way climate functions, trade wars will potentially change the way a
household allocate their spending budgets while human rights related issues are
discussed on the conference table across the world and so on.
However, in Eurozone, Bowman (2017) points out unemployment has showed
signs of recovery though the numbers still display some negatives. Together with
that, Maulani (2018) reports that Europe has been an attractive destination to-
wards talents and entrepreneurs who wish to explore what it has to offer them to
grow: Migration of talents and increasing competitions.
Thus, within that unstable scenery lights up the ideal opportunity for entrepreneurs
to evolve and prove their abilities. As Bolton and Thompson (2013, 72) point out,
entrepreneur is “a person who habitually creates and innovates to build something
of recognised value around perceived opportunities” as if their exploit of opportuni-
ties comes purely from the way they are naturally characterized.
They also emphasize that entrepreneurs should not be seen as businessmen or
owners as entrepreneurs commonly do not put high earnings or social statuses as
the motives of their creativity and creation; instead they value the joy of “starting
from scratch” and then develop the idea furthermore. It is indeed that sometimes,
an entrepreneur chooses to put the economic aspects aside and focuses more on
generating recognized contribution to the society.
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Note that in the definition above, the authors used the term “a person”; in order to
illustrate this point further, Casson (2003, 20) argues that an entrepreneur has the
ability to make decisions which affect the course of the business and the whole
entrepreneurship process. Hence, a group of people may be able to bring about
strategic tactics which affects how other people think and act. He also noted that it
does not mean that the role of a team in a business should be banished.
On another note, Cantillon (2010, 73) introduced his theory of entrepreneurship by
discussing the case of a farmer running his farm. It involves renting the property,
employs the workers for the farm, deciding on what types of products to grow,
marking the price tag of products based on different aspects and so on. And alt-
hough having to go through with all of those, he is still uncertain of the profit he will
gain afterwards or clueless about whether tomorrow he would go bankrupt. Cantil-
lon (2010, 76) also claimed that entrepreneurs see the uncertainty as their living
habitat as none of them can say for sure the picture of the market would look like
the next day. That business operation of the farmer has summed up the way en-
trepreneurs behave, they seize opportunities, establish businesses, operate the
businesses, calculate risks and monitor the business and they are creative.
According to Kuratko (2008, 30-31), a set of characteristics have been identified
as they depicts closely entrepreneurs. Some of the things are the same with the
behaviours mentioned above, apart from that, the list also mentions:
– Entrepreneurs are committed, determined and perseverant
– They strive to accomplish and develop
– They act initiatively and responsibly
– They look forward to being better from comments they receive
– They hardly have interest in status, fame or power
2.1.1 E-commerce entrepreneurship
Finland’s start-up condition. According to Paytrail (2018, 4), the Finnish e-
commerce saw a dramatic growth and companies who know to utilize the digitali-
zation opportunities will be the leaders of the game in the long run. Meanwhile,
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according to Turula (2018), Finnish start-up scene showed positive movements
when in 2017, the venture capital of the Finnish start-ups and growth companies
was € 349 million. Besides, Finland is the birth place of about 4000 start-up com-
panies each year while Helsinki ranks the first place in the world as it does the
best job in connecting founders, investors and experts (Business Finland).
Trends. Rich (2005, 25) assessed that we are living in an amazing era where the
power of Internet has reached another level and it determines the way businesses
operate.
The general trend is said to be optimizing digitalization as in making online buying
as a must-have option; the lack of online services can cause the firms to lose a
large proportion of customers (Paytrail 2018, 10). Such trend includes the increas-
ing popularity of mobile purchasing, utilization of voice searching and easy pay-
ment experiences for customers (Delmore 2019). As people nowadays spend
more time and time being on their mobile phone and the fast development of mo-
bile technology, offering smooth and effortless online shopping experience will in-
crease customer satisfaction furthermore.
Challenges. Almost industries face challenges these days, whether those relate to
technical difficulties or financial security. Captivating challenges of e-commerce
that entrepreneurs have to face will help the company come up with the suitable
strategy to combat the issues.
Doing e-commerce means that operating the company on an Internet-based plat-
form where technology standards vary geographically. Therefore, it is easy to see
how companies face the challenge of working with partners around the world ex-
periencing differences in cultures, time zones and technical infrastructure. Mean-
while, it is extremely important for companies to build up a strong technical system
for the business. May (2000, 227-238) discusses that e-commerce involves a lot of
issues in which include platform risks, communication disconnection and lack of
skills.
Another issue is how to retain customers and increase customer loyalty. Butscher
(2016, 111) claims that the Internet gives the consumers a chance to improve their
knowledge about the products while the Internet also gives the companies the
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tools to increase their customer assistance. Customers always look for the best
purchasing experience which is fitting to their needs and demands, hence, earning
their trust and loyalty is important in order ensure the health of the online busi-
nesses.
2.2 Consumers’ attitudes
Structure of attitudes. According to Solomon et al. (2006, 138), an attitude is
formed based on a general opinion which has been existed over time. At the same
time, an attitude can help build up a portrait of a person, from the way they act,
their preferences, their ways of choosing things and so on.
Meanwhile, Jansson-Boyd (2010, 83) explained that the structure of attitudes in-
cludes affective, cognitive and behavioural components. With that said, if attitudes
are heavily formed based on facts, they are called cognitively based. This type of
attitude can be seen when a person decides to purchase a lightbulb, they base
their evaluation on how much electricity it consumes and/or the longevity of the
bulb.
According to Maio and Haddock (2009, 25), affectively (emotionally) based atti-
tudes, on the other hand, are mainly based on emotions and feelings and the
characteristic of the affective response towards an object will likely be the charac-
teristic of the attitude towards that object (negative response leads to negative atti-
tude). Jansson-Boyd (2010, 83) claims that it is sometimes hard to explain why a
person favours a certain product as his attitude can be formed by the affecting
sources such as other people’s values, opinions and beliefs.
Behaviourally based attitudes base on people’s observations of how they tend to
behave towards an object (Jansson-Boyd 2010, 83) and these attitudes may be
the results of a sequels of their past behaviours.
Benefits of understanding consumers’ attitudes. According to Foxall, Gold-
smith and Brown (1998, 102), understanding the attitudes of consumers gives the
marketers the resources to bring about the products that favoured by the custom-
ers, to develop successful promotion plans and evaluate their practices. As in
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marketing, attitudes usually refer to likes and dislikes, positives or negatives to-
wards an advertisement, a slogan, a product, a brand representative, a store and
so on, being able to acquire, access and process the data containing that infor-
mation will help companies improve their knowledge about the market and brain-
storm the suitable plans for their products.
Relationship between attitudes and behaviours. According to Foxall et al.
(1998, 109), attitudes have effects upon behaviours. Nair (2008, 119) also shows
the same opinion which can be seen in the following figure.
Figure 1. A simple model of the relationship between attitudes and behaviour. (Nair 2008, 119)
However, many authors including Solomon et al. (2006, 155) claim that attitude is
a poor predictor of behaviour. In other words, one’s attitudes towards something
will not likely reflect how the person will behave towards it. O'Shaughnessy (1992,
68) explains that attitudes cannot predict behaviours unless the goals of those two
things are in agreement with each other. Nair (2008, 120) summarises that exter-
nal influences including unexpected situations, time gap, situational matters and
so on can be the reasons why people do not behave in correlation with their atti-
tudes.
2.3 Business plan
The section gives the readers the definition of the business plan and explains the
reason why a business plan is needed when establishing a new company. After
that, the elements of a business plan are presented together with their meanings
and functions in a business plan.
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2.3.1 Definition
Ekanem (2017, 1) defines a business plan as a detailed statement that illustrates
the business, its purposes and the way those purposes can be accomplished.
While McKeever (2007, 8) adds that the plan must also contain the financial activi-
ties involved in the business. In other words, the business plan contains different
elements that are essential to the creation and the development of a business in
all aspects so that it can produce the promised values to different subjects in the
society.
2.3.2 Purpose
There are many important things associated with the creation of a business plan in
any business establishments.
Set particular goals for the business owners. Berry (2006) points out that set-
ting detailed objectives and concrete checking up on the goals are crucial in order
to have a good management system. When the goals are set to be clear, the busi-
ness owners can always rely on those to develop their business on the correct
track. Keeping the motives in mind also means that the business will be able to
create the values for the society that it meant to create at the first place.
Assess the feasibility of the business establishment. Even though the idea of
the business seems to be realistic and clear, there can be some obstacles or prob-
lems that can only be checked through a business plan. After all the imperfections
get unfold, the analysis should be able to tell if the concept is feasible or not,
therefore, give the business entrepreneur the chance to correct the flaws to pro-
ceed or terminate the idea (McKeever 2007, 8).
Determine key strategic partners. Being a loner is never an easy way to start a
game. Therefore, in order to make the business grow firmly since the first day, the
business plan should be able to identify the potential alliances that offer multiple
benefits for both parties. Išoraitė (2009, 42) claims that the merits of cooperating
with a partner in business includes helping the companies to enter the market at a
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lower cost, supporting firms to control their risks, accessing the knowledge and
expertise in the area that the companies do not have and accomplishing a synergy
and competitive advantage.
Evaluate financial ability. Doing business, big or small, always involves financial
activities. The business plan will draw out the financial health that the business
needs to acquire or help the investors to determine if they can make some good
use out of their funds (Fontinelle).
2.3.3 Contents
Executive summary. The motive of this part is to capture the reader’s focus by
introducing them to the main sections in order to get a quick view of the whole
business plan (Schwetje & Vaseghi 2007, 28). It is advised that it should be written
after the business plan has been finished. The summary should contain all of the
issues such as what the product is, who will buy the product, who owns the busi-
ness and the general picture of how business functions in the industry.
General company description. The main goal of the part is to provide the gen-
eral knowledge about the company to the audience, hence, help them to be more
familiarised with what the business is all about. The section (Ford, Bornstein &
Pruitt 2007, 79) will include information about the type of business of the company,
the target groups of customers that it wants to reach, the location of the business
as well as the scope of activity that the company are active. In addition, certain
level of the latest updates can be found in the section to keep the readers well in-
formed of the stage that the company is at. It is highly important to include the ob-
jectives that the company is aiming at in a certain timeline. A mission statement
should be added to help identify the aims that they are striving for as well as the
target to keep them on track. As a consequence, the tone of the mission statement
should be clear, succinct and meaningful.
Establishment and legal responsibilities. Setting out the necessary steps to
make the establishment of the company legal is essential. Legal procedures for
19
the company registration as well as other responsibilities should be discussed and
reviewed.
Management and organisation. In this section, it is important to define the struc-
ture of the company. Additionally, information related to the company’s policies,
standards for personnel management should be addressed thoroughly (Griffin
2015, 5). By doing this, readers have a clearer view of what organisational activi-
ties the company does, what kinds of human resources are required. A descriptive
list of tasks and responsibility of the human resources is needed in order to clarify
the strengths, weaknesses of the team in order to run the company. Another point
to be discussed in the section is the selection of the legal form of the company.
Product and services. The section acts as an in-depth explanation on what prod-
ucts the company sells. The description must be clear, well-written and informative
so that all the product features are presented. Schwetje et al (2007, 59-63) sug-
gest that the benefit, quality, price point, technological characteristics, design,
brand and other unique selling points have to be displayed thoroughly to build up
the detailed description of the product. At the same time, auxiliary services can be
addressed if there is any. Product plan and portfolio should be included so that
readers can be aware of the potential corresponding market growth, stages of de-
velopment, opportunities and risks associated with the product.
Market and competition. The section focuses on analysing the market and its
players in the field. Investors are curious to know all the data related to the target
customers such as their demographic statistics, purchasing behaviours and pat-
terns (Hormozi et al. 2002, 756). By mentioning the data, the level of attractive-
ness can be determined, accessed in order to build up a suitable strategy which is
tailored to the situation of the company.
Bhusry (2005, 38) defines market segmentation as the process of classifying con-
sumers into different groups according to geography, demographics, psycho-
graphics or behaviours. Determining the features of each group can help the com-
pany to come up with suitable marketing strategies.
Competitors are a part of the market; therefore, it is important to find out how they
are doing in the market. Identify the characteristics of each opponent gives the
20
chance for the company to prioritize key strategies to reach its goals in the most
time-saving way as possible. Categorizing opponents according to their behaviour
or market share will give the company the solution on how to penetrate itself into
the market safely and effectively.
Marketing and sales. One of the most important aspects of the business plan is
the marketing and sales plan in which tactics and strategies to capture the sales
opportunities and market situations in order to attract customers and generate
profits are explained (Ford et al 2007, 91). Therefore, in this section, pricing policy
is discussed so that it perfectly represents the values that customers expect to
receive. In the part, price mark-up of competitors can be discussed in order to de-
fend the pricing policy chosen. Pride and Ferrell (2008, A-23) show the formula for
calculating the mark-up percentage on the selling price as:
𝑀𝑎𝑟𝑘𝑢𝑝 𝑎𝑠 𝑃𝑒𝑟𝑐𝑒𝑛𝑡𝑎𝑔𝑒 𝑜𝑓 𝑆𝑒𝑙𝑙𝑖𝑛𝑔 𝑃𝑟𝑖𝑐𝑒 =𝐴𝑚𝑜𝑢𝑛𝑡 𝐴𝑑𝑑𝑒𝑑 𝑡𝑜 𝐶𝑜𝑠𝑡
𝑆𝑒𝑙𝑙𝑖𝑛𝑔 𝑃𝑟𝑖𝑐𝑒 (1)
Next, promotional plan should be able to tell how the chosen marketing activities
will be able to manipulate the market while successfully attracting and retaining the
customers. At the end, a list of complete activities related to marketing and sales is
presented to conclude the important tasks and action steps to achieve the market-
ing goals.
Research and development. No products or services can run away from obso-
lescence; therefore, it is important to build up a research and development plan to
make sure that the business strives to create values to the society in the future.
The section also defines how company identifies new trends occurring in the mar-
ket and its strategy to utilize or cope with them.
Purchase and logistics. It is highly important to display the way the purchase
process operates without bumping into any problems. The purchase and logistics
plan should mention different factors which associate with the acquire and the ne-
gotiation of products from the suppliers together with the delivery to the final con-
sumers. Those factors include the purchasing volume, quality control strategy, the
process, storage, logistics and the needed human resources.
21
Financial plan. Finances is the part that business creators usually have to work
on by facing the facts, no matter if they are positive or negative. As Hormozi et al
(2002, 758-759) mention, key figures must be presented. Moreover, analysis and
forecast should be logically based on the financial performance of the company in
order to deliver a realistic picture. There are some key financial documents: Ex-
penditure requirements, funding resources and sale estimation. According to Mo-
rah (2017), the expenditure requirements document depicts the costs associated
with the establishment of the new business such as employee expenses, market-
ing investment, premise costs and so on. Hence, in order to find the funding to
cover those costs, a funding sources plan has to be drawn up. Meanwhile, the sale
estimate provides information about the company’s sales, operating expenses and
potential profit for different operating years.
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3 EMPIRICIAL STUDY
3.1 Base population generation
First of all, in order to find out the base population of the study, a certain number of
literatures were reviewed and processed. According to Audience Project (2017, 9),
all age groups are participating in online shopping monthly, however, the percent-
age may differ due to their financial strength and demand. In Finland, 67% of peo-
ple aged 15 to 25 years old use a proportion of their money to shop online on a
monthly basis. Meanwhile, they main customers of online commerce are those
whose age is from 26 to 35 years old as 70% of the population in the age group
purchase online products each month. Last but not least, during the same time,
66% of people from 36 to 45 years old and 58% of people from 46 to 54 years old
also allocate some of their spending on online shopping.
From the study of Audience Project, it can be seen clearly that, in Finland, con-
sumers aged 15 to 54 years old are the main demographic consumers of online
retailers, hence they are the base population of the study.
3.2 Sampling method
According to Black (2011, 230-231), purposive sampling or non-random sampling
is a technique to generate the sample for the research based on the judgement of
the researcher. In other words, the researcher sets out criteria for choosing the
informant of the research based on her own requirement and common sense.
Due to the nature of purposive sampling which is non-probability, it is often seen
as a bias method. However, because of the characteristic of the questionnaire, this
method will save more time in the process of designing the sample. Additionally,
the method helps to generate a suitable sample to participate in the questionnaire
and thus, increase the responding rate. As the sample meets the criteria of the
researcher, their high interest in the study will result in a greater data generated
from the qualitative part of the questionnaire.
23
3.3 Sample design
5382 email addresses of students of Seinäjoki University of Applied Sciences were
chosen to be the sample of the questionnaire.
Since in most cases, consumers under the age of 18 need the consent of parents
or guardians to purchase goods, they are excluded from the sample. Meanwhile,
the students, to an extent, represents the age group of the base population. In ad-
dition to that, according to Statistics Finland (2012), young people and young
adults are the most avid users when it comes to Internet usage, thus, that makes
them more trustworthy to talk about online shopping experiences. At the same
time, University of Missouri-Columbia (2012) claimed that college students are
more conscious about their appearance than they care about their health. As a
result, the sample will be able to deliver the detailed information as the question-
naire reflects their interests in their lives.
3.4 Questionnaire design and method
The questionnaire was activated and sent on Thursday, November 15th, 2018 and
then deactivated on Saturday, November 17th, 2018. An introduction letter which
contained the link directing recipients to the questionnaire on Webropol was sent
to 5382 students of Seinäjoki University of Applied Sciences. The exact number of
the recipients was taken from the administrator of the Outlook mailing system. Re-
cipients were asked to answer the questionnaire called “Consumers’ attitudes to-
wards South Korean cosmetic products”. Anonymity was assured as publishing
survey as a public link on Webropol will automatically make the correspondents
anonymous unless there are questions asking about their identities. Question-
naire’s languages were English and Finnish. There were 11 questions in total in
which 10 were mandatory and 1 was an optional free-text question.
Data collected were then sent to Webropol interface. The report was conducted
and written in a power point slide.
24
3.5 Questionnaire content
The full content of the questionnaire can be found in the appendix.
3.6 Results
Out of all more than 5300 recipients, 427 people (about 7,9%) replied, including
141 (33%) that had been finished completely. Most of the incomplete responses
was because people chose to skip the optional questions which required a free-
text answer, indicating that they might have no interest in the study or simply did
not have enough knowledge and experiences to provide their opinions. Since the
age of the sample has been set to be from 18 to 54 years old, 3 answers were ex-
cluded from the responses.
3.6.1 Genders of the respondents
The aim of the question was to find out if there is any differences or patterns in-
volving with the genders of the respondents. 15% of the respondents were men
and 85% of them were women.
Figure 2. The gender proportion of the respondents.
15%
85%
Male Female
25
3.6.2 Age groups of the respondents
The aim of the question was to identify the age of the respondents. The majority
(53%) of the informants were people from 18 to 24 years old. 30% of the respond-
ents were from 25 to 34 years old. People aged from 35 to 44 years old accounted
for 12% of all the informants. Lastly, there were only 21 (5%) people aged from 45
to 54 years old.
Figure 3. Age of the respondents.
3.6.3 Employment status of respondents
The aim of the question was to find out the employment status of the informants.
19% of the answers was employed. The majority (79%) of the correspondents said
that they were currently studying. While the number of self-employed and un-
employed people were the same which was 5 people, each accounted for 5% of
the correspondents.
53%30%
12%
5%
18 - 24 25 - 34 35 - 44 45-54
26
Figure 4. The employment status of the respondents.
3.6.4 Respondents’ frequency of using skincare cosmetic products
This question helped to illustrate consumers’ skincare routines. 4% of people
asked answered that they never use skincare products. 9% of the people said that
they only use skincare products on special occasions. Only 4 people (1%) used
skincare products only on the weekend. 13% of the informants said that they use
the skincare products rarely. The rest of the correspondents (73%) use skincare
products daily in the morning and/or at night.
Figure 5. Respondents’ frequency of using skincare products.
19%
5%
5%
79%
0%
Employed
Self-employed
Unemployed
Student
Retired
4%
9% 1%
13%
73%
Never
Special occasions
Weekends only
Rarely
Everyday/ Every night
27
3.6.5 Respondents’ frequency of using make-up cosmetic products
The question clarified the frequency of using make-up products of the informants.
14% of the answers was never, indicating no usage of make-up products ever.
11% of the correspondents do their make-up on special occasions only. The pro-
portion of respondents who use do their make-up only on the weekend was 2%.
14% of the people asked rarely do their make-up. Meanwhile, 59% of the inform-
ants answered everyday/ every night.
Figure 6. Respondents’ frequency of using make-up products.
3.6.6 The amount of money that consumers are willing to spend on
cosmetic products monthly
The question aimed to identify the amount of money that the informants were will-
ing to spend on buying cosmetic products monthly. The answer varies by the
amount. 11% of the respondents were willing to spend up to € 4,99 per month on
cosmetic products. The proportion of people spent maximum € 9,99 monthly was
17%. 23% of the informants answered that € 14,99 is the biggest amount they
were willing to use to purchase products in the same category. With the maximum
amount of €19,99, € 24,99 and more than euros per month, the percentage of the
informants were relatively the same at about 14 to 15%. 6% of the people could
not estimate the amount of money.
14%
11%
2%
14%
59%
Never
Special occasions
Weekends only
Rarely
Everyday/ Every night
28
Figure 7. The amount of money that consumers are willing to spend on cosmetic products monthly.
3.6.7 Respondents’ awareness of South Korean cosmetic products
This question helped to determine the informants’ awareness of South Korean
cosmetic products. 54% of the respondents (228 people) said that they have never
heard of them. 37% of the people answered that they have heard of them once in
while. Only 9% of the people are very knowledgeable of cosmetic products from
South Korea.
Figure 8. Respondents’ awareness of South Korean cosmetic products.
11%
17%
23%
14%
15%
14%
6%
€ 0,00—€ 4,99
€ 5,00—€ 9,99
€ 10,00—€ 14,99
€ 15,00—€ 19,99
€ 20,00—€ 24,99
€ 25,00 or more
Cannot say
0% 5% 10% 15% 20% 25%
54%
37%
9%
No, I have never heard of them
Yes, I have heard of them sometimes
Yes, I am very knowledgable about them
29
3.6.8 Respondents' use and attitudes of South Korean cosmetic products
This question was not showed to the correspondents who have answered “No, I
have never heard of them” in question 7. The question helped to show if Korean
cosmetic products have spread their visibilities to the Finnish market. That left only
196 answers to this question.
Out of 196 informants, 18% of them have incorporated the Korean products into
their routine. 70% of them (137 people) have not used any products but they are
interested in trying. 12% of the informants (23 people) have not tried any products
and they also show no interest in trying.
Figure 9. Respondents’ use and attitudes towards South Korean cosmetic prod-ucts.
3.6.9 Reasons why respondents were hesitant to incorporate South Korean
cosmetic products into their routines
This question was open to three categories of informants including 228 people
who answered “No, I have never heard of them” in question 7, 137 people who
answered “No, but I am interested in trying” and 23 people who answered “No,
and I am not interested in trying”. Since 338 informants have not been exposed to
the products or have the intention to try, it is crucial to understand the reasons
18%
70%
12%
Yes,I do use some Korean cosmetic products in myroutine
No, but I am interested in trying
No, and I am not interested in trying
30
why. As correspondent could choose more than 1 answer, the percentage indi-
cates the commonness of the reason.
It can be seen clearly that the main reason was because the respondents did not
know where to buy the products. The next two common reasons were due to in-
formants’ lack of trust of the quality of foreign products and their strong beliefs in
the effect of the current products they are using. The price tag seems to have low
effect on the decision of choosing to use the products. Other reasons were then
specified by the informants.
The report containing the full comments of the informants for other reasons can be
found in the appendix.
After analysing the results from the specified answers, the common reasons given
by the informants varied. Most consumers want to support the Finnish cosmetic
industry by purchasing “made in Finland” products. At the same time, they feel that
using domestic products will help them to prevent any chances of using cosmetic
products with toxic ingredients or unsafe materials. Another big issue mentioned
was the correspondents wanted to use products which were test ethically, indicat-
ing cruelty-freeness is a very important aspect in their criteria. Other reasons
mainly dealt with product origin transparency, product availability and personal
preference.
Figure 10. Reasons why respondents were hesitant to incorporate South Korean cosmetic products into their routines.
23%
7%
39%
55%
43%
Other, please specify
I want to try but the price is a bit too high for me
I want to stick to my current trustworthy products
I don't know where to buy Korean products
I am not sure about the quality of foreign products
31
3.6.10 Respondents’ general opinions about Korean cosmetic products
This question was only available to the respondent if they chose “Yes, I do use
some Korean cosmetic products in my routine” in question 9. The question was
optional; therefore, informant could choose to skip the question. The motive of the
question was to find out respondents’ general opinions towards South Korean
cosmetic products. There were 141 submissions in total. The full comments can
be found in the appendix.
Even though each of the 141 comments was completely different, after processing
the comments, several repeated points were drawn up. In each point, a comment
from the survey result is presented.
Overall quality. The most common issue posed in the comments was the fact that
most consumers have heard a very good reputation of South Korean products,
whether through self knowledge, social media channels or words of mouth.
In my view, the South Korean cosmetic products are good quality and really popular worldwide. Korean women see a lot of trouble of their appearance, so their products cannot be very bad.1
Both respondents who have tried or have not used the products mostly claim that
the quality seems to be good, trustworthy and effective and innovative. In most
cases, they claim that they have perceived of a positive image of the South Kore-
an industry that is leading the world with their functional and interesting products.
At the same time, there are comments depicting the opposite, claiming South Ko-
rean cosmetic products to be low quality. Some respondents showed concerns
because they do not think products made outside Europe can have a good quality
or can be tested in accordance to European cosmetic safety standards. Others
showed knowledge about the long ingredient list indicating “toxic components”
might be included in the formula:
1 Original text: “Käsitykseni mukaan Etelä-Korealaiset kosmetiikkatuotteet ovat hyvälaatuisia ja maailmalla todella suosittuja. Korealaiset naiset näkevät paljon vaivaa ulkonäkönsä vuoksi, joten heidän tuotteensa eivät voi olla kovin huonoja.”
32
The ingredients of products ordered from outside Europe cannot be assured and I have heard horror stories about Asian cosmetic prod-ucts that contain, for example, lead and other toxics. I could try the products if they were found to be safe by local authorities and the product ingredients would be clearly displayed.2
Interest. The second most common point that informants mentioned was about
their interests in trying the products.
Although another question in the questionnaire has identified this issue, informants
still expressed their willingness to try out South Korean cosmetic products. It can
be understood that consumers want to try out some of the products so that they
can develop their own judgement and experiences themselves. At the same time,
correspondents shared main reasons holding them back from testing the products
were product unavailability, lack of knowledge, bad access to the products, skin
and allergy concerns and the high prices of Korean products in Finland.
There is not much to say because I do not know how to use them. I just heard they are very good quality and I would be interested to try them.3
Products’ aspects. The third most common issue posed in the answers of re-
spondents was about the different aspects of the South Korean cosmetic products.
First of all, respondents showed their concerns about the ingredients of the prod-
ucts. Doubts about the quality as well as the function of the ingredients were the
main concerns. Additionally, respondents also make a claim that they would be
more willing to use the products contain natural-derived and/or organic ingredients
(such as Whamisa) or the sources of the ingredients are well-inspected by the au-
thorities.
Secondly, cosmetic consumers in Finland are highly aware of animal right move-
ment associated with their choice of products. Many shared the reason why they
2 Original text:” Euroopan ulkopuolelta tilattujen tuotteiden sisällöstä ei voi olla varma ja olenkin kuullut kauhutarinoita aasialaisista kosmetiikkatuotteista, joissa on esimerkiksi lyijyä ja muita myrkkyjä. Voisin kokeilla tuotteita, jos ne olisi todettu paikallisten viranomaisten toimesta turvallisiksi ja tuotesisältö olisi selkeästi esillä.” 3 Original text: “Ei ole paljon sanomista, koska en ole tietääkseni käyttänyt niitä. Olen vain kuullut, että ne ovat erittäin hyvälaatuisia ja minua kiinnostaisi kokeilla niitä.”
33
hesitate to use products from South Korea or other foreign countries was due to
the fact that the products were tested on animals:
I have not tried it myself because I doubt their functionality. I support organic and non-animal-tested cosmetics.4
Thirdly, an aspect that received a lot of mixed comments on was regarding the
price of South Korean cosmetic products. Answers were either tell the products
are cheap to buy or too expensive to purchase. However, the comments telling the
South Korean products are too expensive mainly associate with the high price of
them in the Finnish retailing stores.
Lastly, packaging of the South Korean cosmetic products was being discussed by
the informants. Most comments showed positive judgement towards the packag-
ing, claiming them to be nice, eye-pleasing and inviting:
(The texture is) thinner than that of Western products. They are not for example dry as much. The packaging is more pleasing to the eye. I like more of South Korean cosmetics than Western ones.5
3.6.11 Aspects of a cosmetic product that respondents care about
The aim of the question is to find out the aspects that the respondents look at the
most when they use or purchase any cosmetic products. Since the correspondents
could choose multiple options, the percentage depicts the commonness of the as-
pects.
Overall, it can be clearly seen that quality, ingredients and price were amongst the
most concerned aspects when choosing a product. The origin, packaging, brand
name and the popularity of the product were considered less important to the in-
formants. In addition, informants got the chance to specify their own thoughts.
4 Original text: “En ole itse kokeillut, sillä epäilen niiden toimivuutta. Kannatan luonnonmukaisia ja eläimillä
testaamatonta kosmetiikkaa.” 5 Original text: “Hellävaraisempia iholle kuin länsimaalaiset tuotteet. Eivät esim. kuivata yhtä paljon. Pakkaukset ovat silmälle miellyttävämpiä. Pidän enemmän Etelä-Korealaisesta kosmetiikasta kuin länsimaalaisesta.”
34
Those aspects were cruelty-freeness, environmental-friendliness, whether the
product is vegan and/ or is fitting to their skins.
Figure 11. Aspects of a cosmetic product that respondents care about the most.
13%
11%
75%
14%
20%
63%
14%
90%
Other, please specify
The popularity of the product
Price
Brand name
Country of manufacturing
Ingredients and formulas
Packaging
Quality
35
4 BUSINESS PLAN
4.1 Executive summary
Blaf Oy is a webstore based in Finland focusing on selling cosmetic products from
South Korea. The main objectives of the store do not include traditional selling mo-
tives but also giving the Finnish consumers an access to high quality cosmetic
products from other countries, raising their voices as the customers by providing
them with a community to express their wishes.
The founder is a cosmetic enthusiast who have been studying about e-commerce
and has personal interests in establishing a different retailing platform where cus-
tomers are the centre of the emphasis.
The company is going to be registered on December 1st, 2018 and officially starts
operation in January 2019 in Helsinki, Finland.
Expected gross sales of the company is about 130,000 euros in the first year.
4.2 General company description
Founding. The company is founded in order to make Korean cosmetic products
more accessible to consumers in Finland. It works as the bridge to introduce func-
tional, affordable, high quality and beneficial products to the Finnish markets with
the belief that Asian cosmetic products deserve a chance to impress the users and
prove their functionality. The line of business is Other retail sale via mail order
houses and net commerce (47919). The company is based in Helsinki, Finland.
Missions. It is the company’s aim to provide accessibility to Korean cosmetic
products to consumers in Finland without them worrying about the cost, quality
and availability of the products. The idea behind the company is the fact that per-
sonal beauty care can cross the geographical boundaries. With that said, if a
product is truly serving the customer well enough, it should deserve the chance to
be used and tested by anyone who are interested.
36
As a result, the company is created to be a webstore based in Finland focusing on
importing and representing Korean cosmetic products and brands. The company
does not only focus on selling and introducing products, it also works as a mutual
environment for cosmetic users and enthusiasts to express their judgements, feel-
ings and wishes towards the personal and beauty care related issues.
Objectives. The main objectives of the company are addressed as follows:
– Achieve 25% of the market share of online Korean cosmetics retailing in
Finland within the first three years.
– Sales...
– Becoming a transparent sale channel where consumers can shop for
products with trust and certainty.
– Building a community where consumers have the rights to share their
opinions, feelings and requests upon Korean cosmetic products specifi-
cally and the personal and beauty care industry in general.
4.3 Establishment and legal responsibilities
Legal form. The legal form of the company is a private limited company. As it is
required, at least one founder must possess the permanent residency in the Euro-
pean Economic Area. The founder is also the only shareholder at the present of
the company. The founder welcomes all potential shareholders who possess the
mutual interest in the development of the business at any time in the future.
Establishment registration. According to the Finnish Business Information Sys-
tem (BIS), the company is required to be registered in the Trade Register main-
tained by the Finnish Patent and Registration office (PRH). Along with that, a start-
up notification must be submitted to the Tax Administration’s system. However,
only a single notification must be sent to BIS. After that, the company should be
able to acquire a business ID.
Finnish Tax Administration (2019) advices that the company register in the pre-
payment register so that future procedures are easy to be proceeded.
37
Since the company plans on employ at least 2 employees permanently, it is
obliged to be a regular employer, hence, it is required that the company register in
the employer register.
After verifying using the Business start-up wizard service of Suomi.fi, it is said that
the company does not have to obtain any permits nor professional qualifications
for the industries selected.
Insurance responsibilities. According to Varma, the Finnish laws require that the
employers provide insurances for the employees in the following categories:
– Pension
– Occupational accident and disease
– Group life insurance
– Unemployment and health
Specifically, in the case of this business, the founder is also the Chief Executive
Officer and hence, she is required to take a pension insurance under the Self-
employed Persons’ Pensions Act (Elo 2018, 3). Additionally, since the company
has plans to employ at least two employees permanently with the salary for each
employee is at least € 59,36 per month, the company is required to insure its em-
ployees with the pension provisions under the Employee’s Pension Act.
4.4 Management and organisation
Company structure.
Figure 12. Company’s structure
Board of directors
ManagerPurchase and
Logistics
ManagerMarketing and
Sales
ManagerResearch and Development
ManagerAdministration
and Finance
Managing director
38
4.5 Products and services
Cosmetic product online retailing. The company is an online retailer that offers
a wide range of cosmetic products imported from South Korean manufacturers.
Additionally, the company also acts as an official distributor of their products in
Finland. Customers get a quick access to Korean cosmetic products at a reasona-
ble price without having to worry about the authenticity or product quality regarding
European standards. Product categories include:
– Facial and body skincare products
– Make-up products
– Cosmetic accessories products
Besides being an electronic market, the webstore presents itself as a community
where consumers can express their opinions, wishes and feelings about beauty
care, cosmetic products and other related issues.
Community. Most of the stores these days try to build up a community work as a
part of customer loyalty program. The meaning of the community is to retain cus-
tomers as well as provide them with a place to raise their voice. The community
can be a great platform to collect customer’s demands, wishes, complaints and
purchasing pattern. Since a part of the marketing plan is not focusing too much on
showing off the store but more on customers’ own willingness to introduce one and
another to the webstore (word of mouth), marketing investment will be used mostly
for the IT development and maintenance of the online community.
Customers who sign up for a membership are entitled to have an account which
can be used to perform different tasks on the community including commenting on
products, sharing reviews and provide wishes on certain products or features that
they want.
Advertisement services for brands and companies. Owning a community
means that the company gets access to a concrete number of audiences. This
provides the chance for the company to run advertisements freely on the web-
store, hence, gain customers’ awareness towards marketed products. These ser-
vices also gain the company’s connections towards the brands and cosmetic
39
manufacturers who wish to introduce their products to Finnish customers. Adver-
tisements can come in different forms, from company’s commercials to blog posts
about featured products. The advertisements are customized according to the
company’s wishes. Advertisement services work mainly as the cost securing man-
agement driver for the operation of the company.
4.6 Market and competition
Market description. According to the Finnish Cosmetic, Toiletry and Detergent
Association (2017), the market size of the Finnish cosmetics market is about 900
million euros. Market trends are reported to be natural-sourced beauty products,
personalized experience and digital engagement. From the report of Nielsen and
the empirical study, it can be seen that customers are now more and more con-
cerned about how they can utilize the products to reveal their beauty rather than
using products to fake the unauthentic flawlessness. Significantly, they show an
increase interest in products marked with organic-sourced or natural-derived in-
gredients. As a result, they shift their focus on products’ transparency by spending
time reading and educating themselves to be more familiarized with the ingredient
list or products’ implications. In addition to that, customers value the quality and
the effectiveness of the products on themselves more than the products’ virality.
As a consequence, digital engagement is expected to play a great role in shifting
the way consumers purchase cosmetic products. Buying cosmetic products online
means that consumers have more time to research the products, evaluate their
transparency in order to find the precise products faster for their needs and condi-
tions.
Target customers. The target customers of our company, according to the empir-
ical study, would be consumers who:
– Are women aged 18 to 45 years old
– Live in Finland
– Have access to the Internet
– Are currently studying or working
– Are willing to spend at least 100 euros on cosmetics product annually
40
– Have some or intensive knowledge about beauty care in general and Ko-
rean beauty care specifically.
Target partners. The target partners that the company wishes to work with in-
cludes South Korean cosmetic manufacturers and suppliers all over the world who
have planned on introducing and featuring their products in the Finnish cosmetic
market. They are also companies and research companies who want to test their
product awareness in the European consumer market or export their products to
the potential target customers.
The target partners are essentially required to be honest and clear in doing busi-
ness in an international environment. Their aims and missions in the cosmetic in-
dustry must meet the company’s general ideas and beliefs. It is the company’s
hopes to be able to build a highly effective and trustworthy retail environment
which provides the customers with what they truly look for and trust to use without
damaging the environment or natural resources.
Unique selling point. The unique selling point of the company is not making Ko-
rean cosmetic products look like as if they are too expensive to afford. From the
questionnaire, it can be seen that Korean cosmetic products have existed in Fin-
land. However, due to the high price tag of the products, many consumers cannot
get access to them, hence, build up a bias towards Korean cosmetic products as
expensive and luxurious while they are actually not. The concept of introducing the
products to the consumers is through acquiring a distribution right from the original
manufacturers. As a result, we are able to control the sources and origins of the
selections of the products. At the same time, we can assure the products imported
satisfy the European safety regulation standards, hence, the customers can pur-
chase the products with the peace in mind.
Competitors. At the moment, in the Finnish market, there exist some players such
as Beautyko, Bearel and Kokoskin. These are all webstores based in Finland, fo-
cusing on selling Korean cosmetic products only. The webstores are not old play-
ers in the market as they are recently founded in Finland. None of them has been
an official distributor of any Korean cosmetic brands. Each store carry from 15 to
20 brands, which is very subtle since there are a lot of other brands. All three
41
stores assure the customers by claiming they only carry high quality products reg-
istered in Cosmetic Products Notification Portal and expressing their mission of
helping customers gain access to K-beauty.
4.7 Marketing and sales
Pricing strategy. A quick comparison of the opponents’ price mark-up strategy is
described by comparing the price of the product Benton Snail Bee High Content
Skin Toner 150 ml manufactured in Korea by Benton Cosmetics.
Figure 13. The price of the Snail Bee High Content Skin Toner 150 ml on their offi-cial eBay selling site.
Benton distributes their products via eBay to individual customers at € 17,60 in-
cluding worldwide free shipping. Meanwhile, the mark-ups as percentage of selling
price of the same product in the three mentioned webstores is calculated using
formulae (1), where the cost is set to be € 17,60. The results are showed as fol-
lows:
42
Table 14. Comparison of selling price and price mark-up of the three competitors of the Snail Bee High Content Skin Toner 150 ml (VAT 24%)
It can be clearly seen that, if an individual customer makes an order on Benton
Cosmetics’ official eBay, he or she will save at least € 11,25 for the same product.
If they purchase from one of those three webstores, the benefits gained are the
fact that the product has passed through European standards control system and
they might be able to receive the product sooner. However, consumers’ attitudes
may change if they do a little bit of research and find out how much more they
have to pay for the same product. As mentioned in the empirical study, corre-
spondents express the interests in using Korean cosmetic products, however, the
high mark-up of these products confuses them, making them believe that Korean
cosmetic products are expensive and inaccessible from Finland.
Therefore, in order to compete fiercely on price, the company sets its price mark-
up at 45% at the beginning. However, in order to serve the mission of the web-
store as a bridge to connect Finnish consumers to the Korean cosmetic products,
we offer a competitive edge of free shipping for all orders.
Another tactic is including customer loyalty into the pricing strategy by giving back
credits to the customers. The tactic is called conventional loyalty programme by
Butscher (2016, 111) as it lays focus on the target groups and their online activi-
ties. This means that with every purchase, customer will receive 5% of the value of
the whole purchase under the form of credits. These credit points can be used for
the next purchase. The tactic gives the customers the sense that they always re-
ceive something extra in return when they buy and hence, it improves customer
loyalty level of our store.
Additionally, the credits can only be earned if the customer signs up to be a mem-
ber without any fee. Allowing the customer to obtain a membership enables them
ResellerSales
price
Price
without VAT
Shipping
fee
Price
mark-up
Profit
margin
Total
price
Beautyko € 23,95 € 18,20 € 4,90 36,07 % 26,51 % € 28,85
Bearel € 27,80 € 21,13 € 4,49 57,95 % 36,69 % € 32,29
Kokoskin € 24,95 € 18,96 € 4,95 41,76 % 29,45 % € 29,90
43
to collect their credits and use them for any later purchases. Members can also
obtain credits by reviewing only products they have purchased directly on the
webstore to the community. Therefore, customers receive something in return for
their review; at the same time, other consumers receive honest reviews and real
feedbacks to help them make the buying decision on certain products.
4.8 Research and development
Since the operation of the company does not include any direct production of
goods, research and development on product is not the company’s main concerns.
However, working as an online retail platform, it is essential to develop a better
webstore with a set of functions to execute customers’ requests and perform buy-
ing activities.
Research process will be executed concerning the development of an automated
customer services. The service includes a live chat bot which can detects custom-
er’s problems with the purchasing process or after-purchase process and assists
them to solve the problems. The merits of the chat bot are that it reduces the need
of human resources for customer service and it allows customers to contact the
store for help at any time of the day. Because the foundation of the live chat bot is
based on artificial intelligence, it takes time and a lot of informative technology
knowledge in order to develop and finalise the final system for use.
4.9 Purchase and logistics
As the cosmetic products that the company sells are the goods imported from the
foreign manufacturers, it is extremely important to take into account the purchase
and logistics process.
As for the purchase process, prior discussions related to the types, quantities and
costs of the imported goods must be made with the Korean manufacturers. Since
the office of the company is also used as the storage of the products, the company
44
has to keep track of the stock before purchasing to make sure that there is enough
space in the office to store the goods.
In order to make the purchase process become an effective strategy supporting
the sales of the company, some certain products will be purchased only when
there are enough interests from the customers. Therefore, those products will be
presented on the website, customers (only members) can vote for the products
and hence pre-order the products. If the quantity shows potential to be sold in the
market, the order to the manufacture will be made. If there is not enough demand
for the product, the purchased amounts will then be refunded to the members.
This tactic allows the company to prevent ineffective purchases and at the same
time, measures and determines trendy products and customers’ demands.
Between the company and the Korean manufacturers, the company has fewer
human resources, therefore, in order to make the transporting process of the
goods fast, safe and effective, the incoterm chosen is Delivered At Place. With this
method, the seller takes care of the delivery responsibilities of the goods and
makes sure that the goods arrive at the agreed location in Finland. At the same
time, they will be responsible for the risks and the costs associated with the
transport of the goods. Costs, taxes, other official charges and custom formalities
will be taken care of by the company (the buyer).
45
4.10 Financial plan
4.10.1 Financial requirements and funding sources
Table 15. The required expenditure to start running the business.
Table 16. The sources of the funding for the company’s establishment.
Expenditure requirements cost per month EUR
Registration fee in the Trade Register 380,00
Deposit for the office 1 000,00
Marketing investment 300,00
Advanced stock purchases 2 000,00
Working capital (for 2 months) 9 620,00
Wages 2 550,00
Social cost 1 020,00
YEL-insurance 423,00
Other indirect employee cost 38,25
Other staff costs 54,17
Costs associated with the office 555,42
Marketing costs 58,33
Administrative services 40,00
Communication and banking services 30,00
Office supplies 16,67
Other costs 24,16
Total 13 300,00
EUR
7 300,00
6 000,00
13 300,00
Funding sources
Capital investment from the angle investors
Capital investment from the owner
Total
46
4.10.2 Sales estimate
Table 17. The sales estimate of the company from year 2019 to 2021.
The sale estimate is drawn up using sales forecast. The percentage of price
change is set to be 3% each year. According to Työeläke.fi (2019), the YEL-
percentage for the employer is 24,1% as she is 21 years old at the time the busi-
ness is established. However, since she is a new employer, the founder is quali-
fied to receive a 22% discount for 48 months, thus, the YEL percentage will be
only 18,8%. Therefore, the YEL insurance is € 5076 calculated from a confirmed
income from self-employment of € 27,000 annually.
Particulars Year 2019 Year 2020 Year 2021
1. Revenue from operation
Gross sale of cosmetic products 132 704,00 136 685,12 140 785,67
Discount 2 552,00 2 628,56 2 707,42
Cost of goods sold 91 520,00 94 265,60 97 093,57
Profit of cosmetic products 38 632,00 39 790,96 40 984,69
Sale of advertisment services 32 258,00 33 225,74 34 222,51
Net sales (turnover/total revenue) 70 890,00 73 016,70 75 207,20
2. Expenses
Cost of premise 6 665,00 6 864,95 7 070,90
wages 30 600,00 31 518,00 32 463,54
Social costs 12 240,00 12 607,20 12 985,42
YEL insurance 5 076,00 5 228,28 5 385,13
Other indirect employee cost 459,00 472,77 486,95
Other staff cost 650,00 669,50 689,59
marketing cost 700,00 721,00 742,63
Administrative services 480,00 494,40 509,23
Communication and banking services 360,00 370,80 381,92
Office supplies 200,00 206,00 212,18
Total expenses 57 430,00 59 152,90 60 927,49
Earning before tax 13 460,00 13 863,80 14 279,71
Tax (20% of profit) 3 202,40 3 298,47 3 397,43
Net income 10 257,60 10 565,33 10 882,29
47
5 CONCLUSION
5.1 The possibility of establishing the business
Through out the research and analysis of the findings, it is highly likely that the
establishment of the business is possible due to several reasons.
Supportive environment and condition. The Finnish government as well as oth-
er associations have been providing entrepreneurs and foreign entrepreneurs with
multiple tools and guidance in order to make doing business in Finland become a
fascinating challenge. The nature of the business environment is honest, support-
ive and encouraging while offering opportunities to grow based on its drastic e-
commerce growth utilizing digitalization achievements.
Consumers’ attitudes and buying intentions. From what the correspondents
addressed, it can be seen that the attitudes towards South Korean cosmetic prod-
ucts are moderately positive. Positive attitudes mainly derive from consumers’ own
information researching and retrieving process. Negative concerns are mostly de-
veloped from personal affection or beliefs. A negative attitude stands out from the
comments is Finnish consumers’ belief in moral practices in product testing proce-
dures of companies, hence, they show a strong objection to products that have
been tested on animal. From the survey, it does show that some purchasing pat-
terns of cosmetic products of Finnish consumers are the result of their behaviour-
ally based attitudes, indicating that, their attitudes towards cosmetic products at
the beginning are weak and undetermined. As a result, some consumers express
hesitation for foreign products as they have always been purchasing made-in-
Finland products for a long period of time.
It is hard to say if consumers will purchase any of the South Korean cosmetic
products in the future as attitudes do not give information to predict consumers’
behaviours. However, correspondents have expressed directly their interests and
buying intentions for the products in the future provided that access to them is
available through out different distribution channels.
48
After all, it can be seen that the demand for South Korean cosmetic products is
rising significantly as consumers are more open towards different product selec-
tions on the market. The market is highly educated and they themselves are more
and more aware of different aspects of the products, hence, they consider thor-
ough before making the purchase decision. Specifically, in the Finnish market,
consumers are highly responsible of what they use and their potential damage to
the environment and its habitants including animals and other creatures. On the
other hand, Finnish consumers are also smart spenders, favouring products which
put foremost the values they create in the long term.
5.2 The necessary resources
Establishing a business in Finland, despite of the incentives and the ideal business
environment given, still requires proper planning. In order to create a good busi-
ness that focuses on creating values to the society, different issues have to be
taken into account concerning the essential elements of a business plan.
Establishing a business that sells and markets cosmetic products requires the en-
trepreneur’s sensitivity, knowledge and creativity to understand what the trends
are, the attitudes of customers and the changing elements within the industry.
Making a profit should never be the priority but generating valuable shopping ex-
perience for customers from learning about their needs, wishes and beliefs. Apart
from that, it is very important to implement an advanced information technology
system in order to utilize the digitalization movement of global trades so that each
purchase is delivered with trust, personal information protection and harmless
footprints.
49
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53
APPENDICES
APPENDIX 1. The content of the online questionnaire
APPENDIX 2. Correspondents’ answers given into free text field for question 9
APPENDIX 3. Correspondents’ answers to question 10
APPENDIX 4. Correspondents’ answers given into free text field for question 11
APPENDIX 5. Author’s letter to the correspondents
APPENDIX 6. Email to Jelppari to confirm the number of receivers of the email
sent by the author
1(27)
APPENDIX 1. The content of the online questionnaire
2(27)
3(27)
4(27)
5(27)
APPENDIX 2. Correspondents’ answers given into free text field for question 9
Option
names Text
Other,
please
specify
En ole koskaan kuullut Etelä-Korealaisista kosmetiikkatuotteista.
Other,
please
specify
En käytä
Other,
please
specify
Herkkä iho, enkä tiedä saisinko tuotteista allergista rektiota
Other,
please
specify
En ole kuullut niistä
Other,
please
specify
Suosin luonnonkosmetiikkaa ihonhoidossa, enkä tiedä onko korealainen
kosmetiikka sitä.
Other,
please
specify
Suosin kotimaista
Other,
please
specify
they are not as simple as i wouls like them to be.
Other,
please
specify
Olen mies
Other,
please
specify
Paikallisissa kaupoissa ei tietääkseni ole Etelä-Korealaisia tuotteita
Other,
please Eivät ole tuttuja minulle
6(27)
specify
Other,
please
specify
Haluan olla varma, ettei tuotetta ole testattu eläimillä. Myös eettisyys ja
ekologisuus on minulle tärkeää. Mielestäni ei ole kauhean ympäristöystävällistä
kuljettaa kosmetiikkaa Suomeen toiselta puolelta maapalloa.
Other,
please
specify
Kotimaisuus, ekologisuus, eettisyys ja eläimillä testaamattomuus ovat minulle
tärkeitä. Haluan tietää, mistä tuote on lähtöisin.
Other,
please
specify
I don’t know much about them so I don’t really know
what’s good and what is not
Other,
please
specify
Suosin kotimaisia ja turvallisia, sekä luonnonkosmetiikkaa olevia tuotteita. Olen
myös aika herkkä hajusteille ja esim. Whamisan tuotteissa liian voimakas
tuoksu.
Other,
please
specify
Availability in Finnish shops
Other,
please
specify
En käytä ihonhoitoon muuta kuin aurinkorasvaa kesäisin
Other,
please
specify
En käytä
Other,
please
specify
ei ole vain tullut ostaneeksi
Other,
please
specify
Käytän harvoin niin asiaan panostaminen vaikuttaa kaukaa haetulta
Other,
please
specify
En tunne kyseisiä tuotteita
Other,
please En tiedä tuotteita
7(27)
specify
Other,
please
specify
Eivät taida olla cruelty free? Se ois tärkeetä.
Other,
please
specify
Suosin suomalaista
Other,
please
specify
itselle oikeanlaisten tuotteiden valinta vaikeaa
Other,
please
specify
Tuotteet eivät ole minulle tuttuja ja en tiedä sopivatko ne iholleni. En tiedä ovatko
tuotteet allergistestatuja.
Other,
please
specify
En tiedä mitä Etelä-Korealsisia tuotteita on olemassa
Other,
please
specify
Pyrin suosimaan kotimaista kosmetiikkaa
Other,
please
specify
Haluan ostaa kotimaisia tuotteita
Other,
please
specify
Tuotteiden turvallisuus epäilyttää
Other,
please
specify
Haluan tukea paikallisia luomuyrityksiä
Other,
please
specify
Tarvitsisin suosituksia, mitä tuotteita kannattaisi ostaa.
Other,
please Omat allergiat
8(27)
specify
Other,
please
specify
En pidä E-Korealaisuutta tärkeänä
Other,
please
specify
En käytä kosmetiikkaa
Other,
please
specify
en käytä kosmetiikkaa muutenkaan
Other,
please
specify
Käytän vain apteekin kasvovoiteita
Other,
please
specify
En käytä mitään tuotteita
Other,
please
specify
Olen niin herkkä hajusteille ja eri aineille, etten uskalla kokeilla uusia asioita
Other,
please
specify
Tuotteiden alkuperämaalla ei ole minulle juurikaan väliä. Mieluiten ostaisin
kuitenkin kotimaista ja eettistä.
Other,
please
specify
En osaa valita oikeita tuotteita tarpeisiini
Other,
please
specify
En käytä meikkejä muutenkaan
Other,
please
specify
Haluan tukea myös suomalaista kosmetiikkateollisuutta
Other,
please En tunne niitä tarpeeksi hyvin, että tietäisin mitä ostaa
9(27)
specify
Other,
please
specify
suosin suomalaista kosmetiikkaa
Other,
please
specify
En käytä mitään tuotteita
Other,
please
specify
En tiedä niiden olemassaolosta
Other,
please
specify
en käytä
Other,
please
specify
I have not been in need to search for cosmetic products
Other,
please
specify
Hieman huonompi saatavuus Suomessa
Other,
please
specify
Ne ovat epäillyttäviä
Other,
please
specify
En ole varma onko tuotteet testattu eettisesti oikein
Other,
please
specify
En käytä kuin käsirasvaa tai kasvojenhoitoainetta silloin tällöin.
Other,
please
specify
Jos tuotteet eivät ole vegaanisia tai ne ovat testattuja eläimillä.
Other,
please Eläinkokeet
10(27)
specify
Other,
please
specify
Tuotteiden saatavuus paikkakunnalla on huono
Other,
please
specify
Suosin kotimaista
Other,
please
specify
Haluan myös suosia suomalaista.
Other,
please
specify
olen löytänyt itselleni sopivat tuotteet, joten miksi vaihtaa.
Other,
please
specify
En käytä juuri mitään kosmetiikkatuotteita.
Other,
please
specify
En ole vielä ostanut
Other,
please
specify
käytän ylensäkin vähän
Other,
please
specify
Olen epävarma eläinten käyttämisestä testeissä. En hyväksy sitä.
Other,
please
specify
En käytä mitään
Other,
please
specify
Saatavuus Suomeen vielä huono
Other,
please Uudet tuotteet saattavat ärsyttää ihoa
11(27)
specify
Other,
please
specify
Hajusteyliherkkyys
Other,
please
specify
Epäilen, että niitä saatetaan testata eläinkokeilla.
Other,
please
specify
I have to buy these product on webstores or go to bigger City to find these prod-
uct.
Other,
please
specify
En ole huomannut niitä missään olevan
Other,
please
specify
Eläimillä testaus
Other,
please
specify
Euroopassa ja Suomessa myytävät tuotteet on testattu ja niiden sisältö on
varmasti turvallinen. Euroopan ulkopuolelta tilattujen tuotteiden sisällöstä ei voi
olla varma ja olenkin kuullut kauhutarinoita aasialaisista kosmetiikkatuotteista,
joissa on esimerkiksi lyijyä ja muita myrkkyjä.
Other,
please
specify
pyrin valitsemaan kotimaisen tuotteen ja tarvitsen hajuttomat tuotteet
homesairastumisen vuoksi
Other,
please
specify
Suosin kotimaisia tuotteita
Other,
please
specify
en tiedä korealaisia tuotteita.
Other,
please
specify
En välitä kosmetiikkatuotteista ylipäätään, ihan sama mistä ne ovat
Other, Käytän kosmetiikkatuotteita vain erittäin harvoin, ja en tiennyt, että korealaisia
12(27)
please
specify
tuotteita myydään Suomessa.
Other,
please
specify
markkinointi ja mainonta eivät ole saavuttaneet minua. jos luotettava taho myisi,
voisin ostaa.
Other,
please
specify
Suomessa on anime/manga coneissa ollut myynnissä korealaista kosmetiikkaa,
mutta en ole vielä päässyt kokeilemaan
Other,
please
specify
en tiedä mitkä tuotteet ovat minkäkin maalaisia, koska valitsen tuotteet muilla
perusteilla
Other,
please
specify
Käytän, mitä tyttöystävä suosittelee. Ei ole tullut kyseisiä tuotteita vastaan.
Other,
please
specify
Suosin lähituotantoa, eli nyt suomalaista kosmetiikkaa.
Other,
please
specify
Pyrin käyttämään ainoastaan Vegan ja Cruelty free merkattuja tuotteita, en tiedä
kuin tietyt merkit, enkä ole törmännyt ainakaan tietääkseni(?) Etelä-Korealaisiin
vastaaviin tuotteisiin
Other,
please
specify
en tunne tuotteita tarpeeksi, joten en tiedä mitä ostaa/käyttää
Other,
please
specify
If there are anti-rash skin creams, I'm all for it.
Other,
please
specify
Käytän vain vähän kosmetiikkaa, jonka pitää olla cruelty-free ja valmistus eettistä
sekä ekologista, tuoteketjun pitää olla mahdollisimman läpinäkyvä.
Other,
please
specify
En ole tietoinen käyttämieni tuotteiden valmistusmaasta.
Other, En tiennyt että sellaisia on
13(27)
please
specify
Other,
please
specify
haluan suosia kotimaista ja luomua
14(27)
APPENDIX 3. Correspondents’ answers to question 10
Responses
The Korean skincare is very developed. This I believe it is very effective.
Vaikuttavat mielenkiintoisilta ja hyviltä. Haluaisin kokeilla.
Paljon edellä länsimaalaisia kosmetiikkatuotteita, kiinnostavia ja innovaatisia
Hyvälaatuisia
Kiinnostaa kyllä, mutta olen niitä ihmisiä joiden pitää saada hypistellä ennen ostopäätöstä.
En juurikaan tilaa kosmetiikkaa netistä, jollei tuote ole ennestään tuttu silloinkin vain siinä
tapauksessa että saan sen tilaamalla edullisemmin tai tuotetta ei ole saatavana paikallisesti.
Kuullut siitä pääosin hyvää, mutta en ole sen enempää perehtynyt aiheeseen. Joten
tietoisuuden lisääminen auttaisi asiaan.
The quality is usually good and there are many different brands with various products
En tiedä niistä juuri mitään.
En kauheana itse niistä tiedä, mutta kavereilta olen kuullut hyvää.
i have heard that they work very well. but they are too expencive and there are too many in-
gredients in those products. i prefer really simple natural cosmetic with only natural ingredi-
ents.
Olen kuullut niiden olevan hyviä. Haluaisin ostaa niitä.
Valkaisevat tuotteet. En tiedä miten Koreassa nykyään mut ainakin Thaimaassa mitään
muutakuin valkaisevia tuotteita löydy kaupan hyllyltä. Myös ylellisyys ja kalleus tulee mieleen.
Kuullut paljon hyvää! Haluaisin kokeilla!
Voisin kokeilla niitä, minulla ei ole kauheasti tietoa aiheesta. Aasialaisesta kosmetiikasta
tulee suomalaisille usein mielikuva Kiinan myrkkytehtaista ja siksi olen utelias ja kiinnostunut
kokeilemaan ja saamaan tietoa ”turvallisista” tuotteista.
Olen jo pitkään katsonut päivittäin kosmetiikka-arvosteluja YouTubessa, ja kuullut Etelä-
Korealaisista tuotteista vain hyvää. Olen itse asunut useamman vuoden Japanissa ja pidin
japanilaisia kosmetiikkatuotteita korkealaatuisina, mikä kasvattaa kiinnostustani myös Etelä-
Korealaista kosmetiikkaa kohtaan.
I like them - mostly I’ve only used masks and products from amore pacific for cleaning
Very interesting but not sure how sensitive skin would react to the complicated routine
Niillä on hyvä maine ja ne ovat kiinnostavia. pakkaukset ja lupaukset ovat houkuttelevia.
I've heard that Korean cosmetic products especially the skincare is very high quality and in-
novative.
15(27)
Monet niitä hehkuttaa. Pitäisi itse vielä koittaa, että voisi mielipiteensä sanoa!
Korostavat epäaitoutta, testataan eläimillä, halpoja.
I’m interested in them and they sound very different to what I’m used to but I know too little
about them to buy anything.
Pelkään että ne sisältävät jotain mikä aiheuttaa allergisen reaktion
Sekalainen joukko kaikkea mitä ei tarvitse. Mukana kyllä laadukastakin kosmetiikkaa. Käytän
aika vähän kosmetiikkaa koska vähempi parempi. Arvostan luonnonkosmetiikkaa ja
Whamisa esimerkiksi on hyvin pidetty sarja luonnonkosmetiikkaihmisten parissa.
Positive image. No personal experience
Olen kuullut niistä hyvää
Olen lukenut enemmän niistä kuin käyttänyt. Etelä-Korealainen kosmetiikka on käsitykseni
mukaan maailman parhaita. Ne ovat jokin aika sitten rantautuneet Suomeen, mutta hinnat
ovat tällä hetkellä liian korkeat opiskelijalle. Uskon, että Etelä-Korealaiselle kosmetiikan
nettikaupalle olisi tarvetta ja kiinnostusta.
Todella hyviä tuotteita.
-
Olen kuullut niiden olevan hyviä ja suosittuja.
Etenkin kasvonaamiot on mahtavia
Mielenkiintoisia ja erilaisia
Olen kuullut, että niitä kehutaan paljon. Ymmärtääkseni Etelä-Korealaiset "hallitsevat"
kosmetiikkamarkkinoita.
Ei ole hirveen tuttua, itelle tärkeintä kosmetiikkatuotteita ostaessa on luonnonmukaisuus ja
vegaanius, korealaisella kosmetiikalla aika päinvastainen kaiku omissa mielikuvissa.
osa tuotteita muiden seassa
Ne ovat laadukkaita ja hyviä tuotteita
I was introduced to the Korean cosmetics recently by a friend. I really do find them as high
quality, developed and friendly for a any type of skin
Uskon niiden toimivuuteen, koska Etelä-Korealaiset ovat tunnettuja kauniista ja nuorekkaasta
ihostaan.
Varmasti hyviä ja halpoja mutta tuotteiden laatu mietityttää.
Edullinen hinta, suuret pakkauskoot, suuri määrä vaikuttavia aineita verrattuna länsimaiseen
kosmetiikkaan. Laadukkaampaa. Hienot pakkaukset ja tehokkaat tuotteet.
Hyvälaatuisia, korkea brändi ja luonnollisia
16(27)
Ne vaikuttavat laadukkailta ja niissä on yleensä kivat pakkaukset.
Etenkin luonnonkosmetiikan puolella myytävät ovat erinomaisia.
Ei ole paljon sanomista, koska en ole tietääkseni käyttänyt niitä. Olen vain kuullut, että ne
ovat erittäin hyvälaatuisia ja minua kiinnostaisi kokeilla niitä.
Todella laadukkaita, siskoni tuo niitä minulle kun matkustelee Etelä-Koreaan
Tykkään ainakin tähän mennessä käyttämistäni tuotteista. Ne ovat hinta-laatu suhteeltaan
erinomaisia.
Halpoja ja riittoisia
Melko edullisia tuotteita.
Laadukkaita, toimivia..
En osaa sanoa. Esim. kasvonaamioita on kehuttu ja itsekin niitä kokeillu, mutta en tiedä,
tekeekö se minun iholleni mitään.
Laadukkaita ja lupaukset pitäviä.
I honestly dont get information about them
Tällä hetkellä ne ovat suosittuja ja niistä puhutaan paljon.
They seem like very good and I think many people are intrested in
Todella erilaisia verrattuna suomalaiseen kosmetiikkaan. Olen nähnyt jonkin verran
mainoksia niistä, mutta mielestäni niitä pitäisi tuoda enemmän näkyviin.
Olen saanut sen käsityksen että Etelä-Korealainen kosmetiikka on laadukasta ja toimivaa. En
ole silti koittanut itse kuin muutamia naamioita.
Käsitykseni mukaan Etelä-Korealaiset kosmetiikkatuotteet ovat hyvälaatuisia ja maailmalla
todella suosittuja. Korealaiset naiset näkevät paljon vaivaa ulkonäkönsä vuoksi, joten heidän
tuotteensa eivät voi olla kovin huonoja.
Yleinen mielikuva, että ovat laadukkaita.
Ei selvää mielipidettä, en vain tiedä asiasta
Suhtaudun eteläkorealaisiin ihonhoitotuotteisiin samalla tavalla kuin esimerkiksi ranskalaisiin
tai italialaisiin vastaaviin. Eli positiivisesti. Eteläkorealaisten tuotteiden luonnonmukaisuus
kiinnostaa, ja toivonkin, että alkuperät ilmoitetaan tarkasti ja minulle on tärkeätä myös, että
tuotteita ei testata eläimillä.
En ole itse kokeillut, sillä epäilen niiden toimivuutta. Kannatan luonnonmukaisia ja eläimillä
testaamatonta kosmetiikkaa.
Etelä-Korealaisia kosmetiikkatuotteita en ole nähnyt täälläpäin juurikaan mainostettavan. Sen
jälkeen kun niiden turvallisuus on varmistettu, olisin valmis kokeilemaan,vaikka yleensä
17(27)
suosin kotimaista tai luonnonkosmetiikkaa.
olen kuullut pelkästään hyviä kokemuksia
Mahtavia, Etelä-Koreassa ihmiset todella välittävät ihonhoidosta (sekä naiset että miehet) ja
niistä löytyy monille eri ihotyypeille sopivia tuotteita edullisin hinnoin. Heillä on myös
käytössään kosmetiikka appejä joiden avulla ihmiset pystyvät helposti ja nopeasti näkemään
onko kyseisessä tuotteessa mm. mitään hajusteita tai muita mahdollisesti haitallisia aineita
sekä näkevät kyseisten tuotteiden arvoisteluja joten uskon tämän myös vaikuttavan siihen
että monet kosmetiikka merkit haluavat tuoda markkinoille mahdollisimman hyviä tuotteita ja
tottakai mahdollisimman edullisesti, koska kilpailu Etelä-Koreassa on kovaa. (Löytyy kyllä
myös luksusbrändejä jotka ovat kalliimpia.) Käytän itse ihonhoitorutiinissani vain korealaisia
tuotteita, koska olen huomannut niiden auttavat ihotyyppiäni paremmin ja laajan valikoiman
ansiosta pystyn myös ostamaan edullisesti sellaisia tuotteita mitä
suomalaisista/länsimaalaisista tuotteista ei niitä löydy tai ne ovat todella kalliita.
Ovat hyviä tuotteita. Käyttäisin enemmän, jos olisi paremmin saatavilla.
Tällainen nettikauppa Suomessa tosin oli jo ja meni konkurssiin puolentoista vuoden
toiminnan jälkeen. Asiakaskunta siis on huono Suomessa ja hinnat olivat aika tyyriit.
Mutta jos jotain merkkiä erityisesti haluaisin niin EtudeHouse olisi kiva :)
Olen kokeillu, enkä tykännyt yhtään.
Good, worth to try
Mullistavia, äkkiä paljon Suomeenkin niitä saataville!
Käytettyäni niitä viimeisen 8 vuotta joista 2 asunut koreassa en oikeastaan käytä enään
mitään muuta. Tilaan korealaisten kaverien kautta postista aina lisää kun joku loppuu.
En osaa sanoa
Olen kokeillut vain Whamisaa ja pidän sarjasta kovasti
Mielikuvani tuotteista on, että ne ovat korkealaatuisia ja tehokkaita
Paha sanoa, kun ei tunne niin hyvin
Laadukkaita tuotteita. Hankala tosin saada Suomesta halvalla.
Positiivinen mielikuva
Kiinnostunut
korkealaatuista, suht hintavaa
Epävarmuus niiden laadusta, onko sitä mitä tuoteseloste kertoo.
Olen epävarma niiden laadusta ja olen saanut sen kuvan, ettei ne ole kovin tehokkaita tai
saattavat olla haitallisia.
18(27)
Tyttöystävä pitää niistä.
Good and trustworthy
The appearance of the those products are always cute and cheaper than i.e. western brands.
Since my skin type is typical asian skin type (which is combination skin with dry areas and T-
oily area), the SK products fits my skin better
Pidän Etelä-Korealaisista ihonhoitotuotteista, mutta en ole kovin kiinnostunut meikkituotteista.
Vaikuttaa erittäin laadukkaita tuotteita, joissa käytetään paljon kosmetiikan tehoaineita, hyvä
hinta-laatusuhde.
Hinta-laatusuhde erinomainen ja raaka-aineet huippuja!
I have heard good things about them and in general I've heard of a South Korean skin rou-
tine.
Ne ovat hieman epäillyttäviä. Näin vlogi-videon, jossa sanottiin, että kaikkea kosmetiikkaa
markkinoidaan "maitomaisena". En halua tietää, mitä ne sisältävät, sillä Aasiassa on usein
eurooppalaisille liian radikaaleja raaka-aineratkaisuja.
Ihan hyvä, en hirveästi ole perehtynyt. Itselläni käytössä yksi meikkivoide.
Korean cosmetic products are good and suited for my skin
Olen kuullut niiden olevan todella laadukkaita
En osaa sanoa. En ole käyttänyt niitä tarpeeksi, että osaisin muodostaa oman mielipiteeni.
I have heard many good things about face masks and such, but the make up has a stigma of
being like poison or being fake. So I would like to use something natural and cruelty free ofc
Hyvä laatuisia, mutta käyttöohjeet eivät kuulemani mukaan ole aina englanniksi mikä voi
tehdä käytöstä hankalaa.
Olen saanut käsityksen, että tuotteet olisivat "luonnollisempia" tai niissä olisi enemmän
suoraa luonnosta otettuja ainesosia ja ne olisi pyritty tekemään "puhtaammin" kuin monet
perus länsimaisten markettien tuotteet. Olen kiinnostunut tuotteista ja kokeilen niitä mielelläni
En usko laadun olevan hyvä, enkä myöskään haluaisi käyttää muuta kuin suomalaisia
tuotteita
Minulla ei oikeastaan ole mielipidettä niistä, sillä minulla ei ole juurikaan niistä tietoa
Ei mielipidettä, sillä en varmaan ole koskaan päässyt kokeilemaan
Hellävaraisempia iholle kuin länsimaalaiset tuotteet. Eivät esim. kuivata yhtä paljon.
Pakkaukset ovat silmälle miellyttävämpiä. Pidän enemmän Etelä-Korealaisesta kosmetiikasta
kuin länsimaalaisesta.
Kuulin että se on laadukasta ja sopii euroopalaisille ihmisille. Voi tulla allegria esim. etana-
19(27)
tuotteille.
8-tasoiten hoito joka ei sovi minulle, mutta jotakin haluaisin kokeilla ostamatta 8 tuotteita.
Ne vaikuttavat kiinnostavilta ja erilaisilta. Pakkaukset ovat usein kauniita.
Ihan positiivinen yleinen mielipide. Paljon niitä on ainakin kehuttu lehdissä yms. vastaavissa.
Olen kuullut niistä paljon ja olisin kiinnostunut kokeilemaan. Ymmärtääkseni hyviä ja timivia
tuotteita.
Olen hyvin kiinnostunut. Seuraan Ostolakossa blogia, jossa paljon asiaa Korealaisesta
ihonhoidosta
Ne ovat arvostettuja ja sanotaan että ne ovat aikaansa edellä. Tiedän 10 step skincare
metodin.
En kovin hyvin tunne tuotteita, mutta kasvomaskit ovat osoittautuneet eriomaisiksi omalle
iholle. Harmillisesti niiden käyttö osana arkirutiineja tulee liian kalliksi.
Halpaa
Jotkut huonolaatuisia
Turvallisuus?
Ovat varmasti laadukkaita. Uudet kosmetiikkatuotteet ovat ensin Aasian markkinoilla ja
leviävät sitten muualle. Ajattelen kuitenkin, että ne ovat suunniteltu enemmän Etelä-
Korealaisten ihotyypille ja tarpeisiin. Söpöt kosmetiikkapakkaukset ovat normaaleja Aasiassa,
mutta suomalainen aikuinen ei välttämättä pidä niitä itselleen sopivina.
Great designs and high quality, various ranges with resonable price
Moni käyttää niitä ja uskon että ne ovat hyviä. Rutiinit tuntuvat vain kovin pitkiltä.
Olen kuullut, että ne ovat hyviä
I have heard only good things about Korea cosmetics. People who live in Korea they have so
good skin.
Mielenkiintoisia, en keksi tämänhetkisen tiedon perusteella mitään huonoa sanottavaa.
I have heard that Korean cosmetic products are good and many people recommend them. I
think the quality is pretty good. Would really like to try them out.
Mielenkiintoisia ja ylellisiä
Euroopan ulkopuolelta tilattujen tuotteiden sisällöstä ei voi olla varma ja olenkin kuullut
kauhutarinoita aasialaisista kosmetiikkatuotteista, joissa on esimerkiksi lyijyä ja muita
myrkkyjä. Voisin kokeilla tuotteita, jos ne olisi todettu paikallisten viranomaisten toimesta
turvallisiksi ja tuotesisältö olisi selkeästi esillä.
High quality
20(27)
Should be nice, but when i visited Korea it was quite expensive in my opinion, but maybe its
not, i don't really understand anything about pricing in cosmetic products.
Laadukkaita
Laadukkaita
Ne ovat laadukkaita ja halpoja.
Monet merkit etenkin hintaansa nähden hyvin laadukkaita. Eri tehoaineita käytetään paljon
monipuolisemmin kuin esim. eurooppalaisessa kosmetiikassa (tai ainakin eurooppalaiset
vastaavat ovat yleensä huomattavasti kalliimpia).
Kuullut paljon hyvää. Haluaisin kokeilla, mutta myös tietämykseni on aika huono niiden
laadun suhteen. (Minkälainen kannattaisi ostaa)
Halpa ja tehokas
Mielenkiintoisia ja mielestäni tuotteita on alkanut näkyä verkkokaupoissa ja myymälöissä
Suomessa jonkin verran.
Sama kuin kaikessa kosmetiikassa, osa tuotteista on hyviä ja osa ei. Itse olen kiinnostunut
enemmän inci-listasta ja oikeasti hyödyllisistä raaka-aineista, kuin mainospuheista.
Olen kuullut, että ne ovat laadukkaita. Ostaisin niitä mielelläni, jos tietäisin missä niitä
myydään.
En tunne etelä-korealaista kosmetiikkaa, mutta kokeilen mielelläni uutta.
Minulla ei ole kokemusta kyseisistä tuotteista, mutta kokeilisin mielelläni jos tietäisin mitkä
tuotteet ovat hyviä ja mistä niitä saa.
ne ovat hyvin laadukkaita, ja tehokkaita
Olen kuullut Suomessa ihmisiltä hyvää palautetta niistä ja ne ovat noissa coneissa todella
suosittuja
Suits asian skin the best, cheap, good face mask
Se on ollut nyt pinnalla sekä suomalaisessa että amerikkalaisessa kosmetiikkauutisoinnissa
jo hetken aikaa
Laadukkaita, luonnon kosmetiikkaa.
En itse alkaisi käyttämään. Minulle riittää suomalaiset tuotteet.
Ne on hyviä ja innovaatisia. Hauskoja ja mielikuvituksellisia. Erikoisia ja erilaisia verrattuna
muiden maiden kosmetiikkaan, joista monet ottavat vain mallia Etelä-Korealaisista
kosmetiikkatuotteista, koska ne on nyt tällä hetkellä trendikkäitä.
Suhtaudun niihi positiivisesti ja avoimin mielin. Olen halukas kokeilemaan niitä jos tilanne
tulisi esiin.
21(27)
Haluaisin kokeilla niitä ja olen kuullut niistä vain hyvää palautetta
Etelä-Korealaiset kosmetiikka tuotteet ovat olleet erittäin hyviä! Tuotteet ovat hintavia, mutta
hyviä ja luontoa säästäviä.
Epäilen niiden laatua.
En tiedä niistä vielä tarpeeksi hankkiakseni niitä...
Olen kuullut näistä positiivisia kokemuksia, mutta en ole itse vaivautunut perehtymään niin
paljon, että tietäisin mitä ostaa. Kiinnostaisi kyllä jotakin kokeilla, jos saatavuus olisi parempi
ja tutustuminen helpompaa.
Aika tuntemattomia Suomen maaperällä, mutta kai niidenkin laatu on jollain tasolla hyvää.
Riippuu, kuka niitä tekee ja millaisilla raaka-aineilla. Kuluttajana olemme aika kriittisiä siitä,
mitä naamaamme laitamme ja millaista toimintaa haluamme kannattaa.
22(27)
APPENDIX 4. Correspondents’ answers given into free text field for question 11
Option names Text
Other, please
specify Sopivuus itselle
Other, please
specify Luonnontuotteet
Other, please
specify Ei saa olla eläimillä testattu.
Other, please
specify natural cosmetic
Other, please
specify Green values and no animal cruelty
Other, please
specify Testillä, mikä sopii itselle
Other, please
specify että se sopii minulle
Other, please
specify Ympäristöystävällisyys (tuote ja pakkaus)
Other, please
specify Tuotteen toimivuus
Other, please
specify Eläimillä testaamattomuus, ekologisuus, eettisyys
Other, please
specify ekologisuus, luonnonmukaisuus
Other, please
specify Luontoystävällisyys
Other, please
specify Vegaanisuus / Cruelty Free
Other, please
specify Allergia ja astmaliiton suosimat tuotteet. Allergia syiden takia.
Other, please
specify Onko tuotteet allergiatestattuja.
Other, please turvallisuus, ei ole testattu eläimillä
23(27)
specify
Other, please
specify Turvallisuus, eläinkokeettomuus
Other, please
specify Ekologisuus
Other, please
specify sopivuus omalle iholle
Other, please
specify Sensitivy
Other, please
specify Turvallisuus
Other, please
specify sopii ihotyypilleni
Other, please
specify Ekologisuus, eikä testattu eläimillä
Other, please
specify Toimivuus
Other, please
specify käyttötarkoitus
Other, please
specify luonnonmukaisuus ja ekologisuus
Other, please
specify ei ole testattu eläimillä
Other, please
specify herkälle iholle
Other, please
specify Tietenkin itse tuotteen sisältö, mm. väri
Other, please
specify Luonnollisuus
Other, please
specify Ne ovat vegaanisia ja eläintestattomia.
Other, please
specify
Cruelty free ja luonnonmukaisuus. Ekologinen pakkaus, läheltä tulevat
meikit ekologisempia.
24(27)
Other, please
specify Ekologisuus ja miten tuotteet on testattu
Other, please
specify suosin luomukosmetiikkaa
Other, please
specify Tuotteen sopivuus juuri minulle, että se toimii.
Other, please
specify Ekologisuus ja eettisyys
Other, please
specify saan mitä esim. voiden ominaisuudet lupaavat
Other, please
specify Allergiatestattu. Mieluiten ei eläimillä testattu.
Other, please
specify Ekologisuus ja kotimaisuus
Other, please
specify Ympäristö- ja eläinystävällisyys
Other, please
specify Sopivuus omaan ihooni
Other, please
specify Cruelty free/vegaanisuus
Other, please
specify Turvallisuus
Other, please
specify Toimii, kuten haluan
Other, please
specify Tuotteen sopivuus itselle
Other, please
specify ympäristöystävällisyys ja eettisyys
Other, please
specify Ekologisuus
Other, please
specify Tuoksu ja se miltä se tuntuu iholla; ja etenkin miltä iho tuntuu sen jälkeen.
Other, please Tuoksuttomuus
25(27)
specify
Other, please
specify Ei saa olla eläimillä testattuja
Other, please
specify Vegaanisuus, eläinkokeettomuus ja herkälle iholle sopivuus
Other, please
specify ekologisuus
Other, please
specify Tuotteen sopivuus omalle iholleni
Other, please
specify Ekologisuus ja eettisyys kaikessa.
26(27)
APPENDIX 5. Author’s letter to the correspondents
27(27)
APPENDIX 6. Email to Jelppari to confirm the number of receivers of the email sent by the
author