This dissertation concludes a fair argument on the pros and cons brand loyalty impacts on the beauty industry in the UK.

Dissertation: What are the causes of attachment to products and brand loyalty within the beauty industry? 

The beauty sector has a strong stability in the cosmetic industry. During the financial crisis of 2008 the beauty industry remained stable, even through the economic downfall in one of the worlds most financially powerful countries, the UK: this suggests the enormity of the beauty culture. 

A person who returns in store on several occasions to repeat purchase with either the same product or equivalent is known as a brand loyal consumer. The dissertation examines the physical effects by brand-loyalty in the beauty industry, which includes make-up and cosmetics. The negotiation concludes a statement of positive and negative outcomes by the effects of brand loyalty and targets impacts that may have on the industry. Without the impact of brand loyalty, brands would struggle in making sales. 

Marketing in this industry is mainly focused on the brand loyal consumer as well as targeting competitors consumers in attempt to rise in popularity and sales with engaging advertisements and promotions. 

This dissertation demonstrates the factors that affect consumer buying, including key-drivers such as whether physical makeovers change customer buying patterns and if the beauty industry using social media could affect brand loyalty. By looking at social media platforms, innovations and physical demonstrations this particular research will provide a variety of outcomes in relation to the subject as they have direct correlation to consumer buying and brand loyalty.