Sviderska S. Managing the Process of Bringing New Cosmetic Products into the Market

The thesis is devoted to the generalising of theoretical foundations and the improvement of applied tools for the process of bringing new cosmetic products into the market, on the basis of using modern digital tools. The thesis reveals the essence and evolution of the approaches to managing the process of bringing new cosmetic products into the market and simultaneously emphasises the need for a modern understanding of these processes, which would integrate such factors as the nature of the product, business features and technological progress. The thesis improves the model for managing the development and launch of new cosmetic products, which reveals and details each component of the product development process, reflecting the stage-by-stage control points and features of management communication at each stage. As a result of the analysing of global and local factors influencing the effectiveness of managing the processes of launching new cosmetic products, the need to adapt approaches to changing consumer demands and integrate technologies was emphasised. The importance of an integrated and structural approach to a holistic assessment of the factors influencing the focus of consumer behavior is shown. Thus, the algorithm of interaction with the consumer of new cosmetic products is improved, taking into account the omnichannel approach. It ensures adequate implementation of the personalized consumer experience, integrates online and offline efforts of companies and, in particular, contributes to increasing customer satisfaction, loyalty and engagement.