Impact of personal beauty values on brand preference: an international market segmentation approach

Purpose This study aims to examine the applicability of a consumer segmentation framework that integrates domain-specific personal beauty values and evaluative beliefs about beauty brands for international market segmentation, targeting and positioning. Grounded in self-congruity theory, the study also investigates how self-brand congruity corresponds to the three stages of the brand resonance model and whether brand preferences are country-specific or universal within a given segment. Design/methodology/approach Survey data were collected from 940 women and men in France, Japan and the USA. Using biclustering, the study identifies consumer segments based on shared beauty value profiles and brand evaluations and analyzes segment-specific imagery, attitudes and purchase intentions toward five cosmetics brands. Findings Consumers who prioritize authentic beauty values emphasize functional brand attributes and exhibit stronger purchase intentions for brands aligned with their self-image, supporting a global marketing strategy. In contrast, consumers who conform to societal appearance norms demonstrate culture-specific brand preferences, indicating the need for localized strategies. Originality/value This study develops a framework integrating self-concept, self-brand congruity, beauty values and attitudes. Methodologically, it demonstrates the value of biclustering for international consumer segmentation, offering novel insights into self-brand congruence and customer-based brand equity.