THE CONTRIBUTION OF PHYSICAL APPEARANCE AND INSTAGRAM TO THE GROWING INTEREST FOR ANTI-AGING PRODUCTS AMONG YOUNG WOMEN / Honorine DIEPPE / 2023

Titre : THE CONTRIBUTION OF PHYSICAL APPEARANCE AND INSTAGRAM TO THE GROWING INTEREST FOR ANTI-AGING PRODUCTS AMONG YOUNG WOMEN Type de document : Mémoire Auteurs : Honorine DIEPPE, Auteur Année de publication : 2023 Importance : 29p. 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 page. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management MARKETING ACHAT ; COSMETIQUE ET PARFUMERIE SECTEUR ; PRODUIT D'HYGIENE SECTEUR Résumé : Youth and beauty have been an important concern for women for a long time (Berry, 2021). Indeed, taking care of one’s appearance and apply substances to the skin are habits shared by many women. Nowadays, middle-aged, and old women are not the only concerned about wrinkles and skin damage, young women in particular start using anti-aging products at a younger age than the previous generations. While there are several reasons for the increasing interest for anti-aging products, social media, and physical appearance play a crucial role in shaping young women’s attitudes towards aging and skin. Social media has become a dominant force for the beauty industry, with the possibility to reach million users turning to platforms such as Instagram. Cosmetics brands may take advantage of this phenomenon to target a young audience. According to a study from Hootsuite in 2022, 61% of Instagram’s advertising audience is aged 18 to 34, which can be an opportunity for these brands, and which corresponds to the target we are interested in. Numerous studies have examined the relationship between physical appearance and anti-aging products, revealing a strong correlation between the two.This paper explores how we can explain the growing interest for anti-aging products among young women. This study will focus on Instagram and Physical appearance, that are likely to contribute to this interest. It will help understanding young women’s behaviour towards anti-aging products and could serve as a recommendation to beauty brands. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581959