THE ROLE OF DESIGN AND AESTHETIC ELEMENTS ON THE DERMATOCOSMETIC PRODUCTS MARKET

Design and aesthetic elements are increasingly important in a company's marketing policy, as they significantly influence how consumers perceive and interact with products. These elements contribute to creating the first image of the product, which is essential in shaping the purchase decision. In the highly competitive dermatocosmetic sector, visual identity, packaging design, and overall product aesthetics can differentiate a brand and build consumer trust. As product functionality and quality have become increasingly similar across competitors, companies are shifting their focus toward intangible features such as design and aesthetic appeal. In this context, design is not merely a visual component but a strategic one, reflecting brand values, evoking emotional responses, and contributing to customer loyalty. This article aims to identify the role of design and aesthetic elements in the Romanian dermatocosmetic products market. To achieve this objective, the authors conducted quantitative market research on a relevant sample of consumers. The results reveal that design elements play an essential role in the dermatocosmetic product market, directly influencing how consumers perceive the product, the emotional connection they develop with it, and, ultimately, their purchase decisions.