| Summary: | This study explores consumer behavior in the Icelandic skincare market. As the global cosmetic industry continues to grow, with skincare being a significant branch of the cosmetic industry, understanding regional consumer behavior becomes crucial for both local and international stakeholders aiming to establish or expand their market presence. Utilizing a mixed methods approach, this research combined quantitative survey with qualitative interviews to delve into the motivations, preferences, and values of Icelandic skincare consumers. Our findings indicate a knowledgeable and evolving skincare market in Iceland, guided by scientific evidence, environmental consciousness, and individual skin health needs. The insight provided from the study offers valuable implications for businesses seeking to tailor their products and marketing strategies to meet the needs of the Icelandic market.
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