Abstract:
Many industries including the education, technology, and fashion ones have recognized the particular needs of consumers with physical disabilities, providing them with tailored services and products. The beauty industry in particular has been creating new offerings to assist this specific consumer segment. This study aims to examine the psychologically-driven needs and behaviors that people with disability have when using beauty products and explore the ensuing relationship with beauty brands. The study follows an exploratory qualitative approach based on consumer online reviews and in-depth consumer and expert interviews. The findings indicate that physically disabled consumers’ psychological well-being is the main driver behind using beauty products. Nonetheless, the study shows that with time, a strong emotional bond develops with such brands, which might lead to addictive consumption behaviors. Accordingly, in order to prevent the development of brand addiction that could have negative impact on their well-being, beauty companies should further understand their customers, especially those who fall in vulnerable categories, and place a higher priority on developing effective marketing and advertising campaigns to raise awareness among consumers.
