| Titre : |
A study of the impact of endorsement in the cosmetic industry on women’s behavior and self-perception |
| Type de document : |
Mémoire |
| Auteurs : |
Tiphaine BILLARD, Auteur |
| Année de publication : |
2023 |
| Importance : |
41p. |
| Note générale : |
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| Langues : |
Français (fre) Langues originales : Anglais (eng) |
| Mots-clés : |
Management
MARKETING ACHAT ; BEAUTE ; CONSOMMATEUR ; COMPORTEMENT DU CONSOMMATEUR
|
| Résumé : |
Celebrity endorsement, namely the use of famous ambassadors to promote a brand or a product is considered as one of the most known marketing tools in the cosmetics industry. It is a prolific and winning strategy to reinforce the brand identity, widespread the brand message and ease the recall process. Several factors must be taken into account to be sure to choose the right celebrity. Nevertheless, some brands choose to put the spotlight on anonymous people as endorsers on cosmetic ads for example. Women are facing strong beauty standards today and those cosmetic endorsers may be one mean to convey these stereotypes. Thus, the main objective of this study is to explore the relationship between cosmetic endorsers and beauty stereotypes, to find out if and to what extend it impacts on women’sbehavior and self-perception whereas positively or negatively. To find out this impact on women, a qualitative study has been done with nine female individuals of all ages. It appeared that women’s behavior and self-perception are strongly affected by cosmetic products endorsement. Indeed, the ambassador correspond mostly to the unreachable standards of beauty expected in our society. It highlights also how difficult it is to go against well-established complexes as well as the fact that the younger women are, the more likely they are to develop complexes after watching a cosmetic advertising. This study also analyses the impact of famous and anonymous endorsers on the audience, how it changes or not their behavior and self-esteem. |
| Programme : |
MSc International Marketing & Brand Management |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581947 |
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A study of the impact of endorsement in the cosmetic industry on women’s behavior and self-perception / 2023 
