Abstract
The relevance of cosmetics advertising rises as the number of people concerned with their appearance grows and as those with disposable income spend more on skin care goods. This study's goals are to (1) identify the most widely marketed cosmetics companies and (2) characterize the degree to which cosmetics advertising in magazines in Taiwan and the United States conforms to national standards. Vogue and Cosmopolitan, two publications aimed towards women, were used to compile a representative cross-section of magazines and advertising from September 2004 to February 2005. The results show that multinational cosmetics companies need to adapt their advertising methods to match the rising demand in Asia, notably China.
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