Abstract:

The necessity of establishing deep relationships with consumers in terms of today's marketing approaches has made experiential marketing, which can be expressed as positive experiences between consumers and brands, increasingly important. Concepts such as virtual reality and augmented reality, which have entered our lives with the effect of technological developments, have been among the effective tools used within the scope of experiential marketing. In this way, brand-consumer experiences become more fascinating, and it is ensured that the emotional connections of consumers with the brand are deeper and permanent than ever before. In this study, virtual make-up applications belonging to 4 brands in the cosmetics sector were evaluated in terms of experiential marketing, and it was tried to determine how they were experienced and perceived by consumers. First of all, the brands' virtual make-up application categories were compared in terms of product diversity and virtual experience differences. Then, in line with the virtual service offered, consumer experiences, perceptions and impressions were evaluated with focus group interviews. The findings prove a system in which the concepts of beauty and make-up, which are symbols of consumption culture, are produced by re-consumption.

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