Body inclusivity: myth or reality? / Eugénie GUIMIER / 2022

Titre : Body inclusivity: myth or reality? Type de document : Mémoire Auteurs : Eugénie GUIMIER, Auteur Année de publication : 2022 Importance : 30 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management BEAUTE ; CODE ; COSMETIQUE ET PARFUMERIE SECTEUR ; IMAGE ; INDUSTRIE DU LUXE SECTEUR ; MARQUE ; TEXTILE SECTEUR Résumé : As body inclusivity promoted by brands has become an increasingly controversial topic, especially by underrepresented consumers, this study aims to better understand how cosmetics and lingerie brands communicate about diversity and inclusivity, whether this is only a "myth" or if it is indeed a reality. To investigate this topic, a qualitative approach was made, and 12 women were interviewed to share their relationship with cosmetics and lingerie, and their opinion on beauty codes put forward by brands for decades. During the interviews, a netnographic study was conducted: two examples of cosmetic brands and two examples of lingerie brands, more or less inclusive, were given to the respondents in order to help them express their point of view and better understand their position. Three main findings have emerged from this study. The first one indicates that consumers motivations for buying cosmetics and lingerie are different between the two sectors, cosmetics creating more pleasure to the consumer, who is more attentive and influenced by the advertisements she sees daily compared to lingerie, which women often feel they have to buy out of need rather than want for pleasure. This is mainly due to the way companies communicate to consumers about women's beauty and bodies through their advertising. The second finding highlights that no matter the industry, women are looking for more authenticity and more engagement from cosmetics and lingerie brands, even if some are still looking for campaigns that make them dream, not because they trust them but more because they find it beautiful, as they have become distant enough to know these ads don’t always reflect the reality. Therefore, the last finding helps to understand that even though consumers generally agree on beauty codes that are often put forward by brands and from which they want to break away, it is often more difficult for them to do so in lingerie than in cosmetics, especially because of the intimacy of the revealed body. Consequently, women's positive thinking about inclusivity is not always reflected in their purchasing decisions, perhaps because brands do not yet go far enough to break these beauty codes and embrace inclusivity. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564583