Consumer perceptions and promotional strategies of South African branded skincare products

Abstract

This study investigates consumer perceptions and purchasing behaviour in South Africa’s skincare market, where international brands continue to dominate despite maturing local capability. The study asks: how consumers perceive local versus international brands; which factors shape trust and purchase intention; and what promotional strategies most effectively influence perceptions and loyalty. Grounded in the Theory of Reasoned Action (TRA) and Customer Perceived Value (CPV), a qualitative, interpretivist design was used. Thirteen semi-structured interviews were thematically analysed to surface cognitive, affective, and social drivers of choice. The findings show local brands are appreciated for authenticity, affordability, and indigenous ingredients, yet are disadvantaged by weaker signals of professionalism, consistency, and scientific credibility. Trust emerged as a distinct, central dimension of perceived value, extending CPV and illustrating that TRA’s attitudes and subjective norms are amplified by competence and social validation in high-risk beauty categories. The study proposes a five-pillar strategy, product credibility, perceptual design, transparency, authentic storytelling, and social proof, to build loyalty and narrow the global–local gap. The research contributes an integrated model of value formation for emerging-market skincare and offers actionable guidance to manufacturers seeking to enhance visibility, trust, and market share.