Little Emperors grown up: a case study of cosmetic usage

Abstract

PurposeThe purpose of this paper is to explore how the pressures of being a Little Emperor in a rapidly changing society are reflected in consumer experiences, particularly in the meanings attached to products and brands. The paper aims to focus on young adults in urban China, specifically young professional women.Design/methodology/approachThe subject was shadowed at work for two weeks during the Spring of 2007 and for an additional two weeks during the Spring of 2008. Social interactions and purchasing behavior were carefully observed, as well as conducting a series of informal interviews. During the Summer of 2008, a formal, in‐depth interview was conducted with an informant in the USA.FindingsThe unique pressures of growing up as a Little Emperor in a changing society are widely reflected in product usage and are ways in which to ease the tension and anxiety associated with the pressure of maintaining expectations from friends, family, and society.Research limitations/implicationsThe study focused on a single informant who, while on the surface appearing to represent adult Little Emperors, may in fact have different attitudes from her contemporaries. It would be interesting to investigate the degree to which parallel themes occur in the male market, namely what categories young urban professional men who were raised as Little Emperors use to express themselves.Practical implicationsThe research provides insights into some of the conflicting expectations derived directly from the experience of growing up as a Little Emperor. It translates these insights into practical recommendations for various aspects of marketing and advertising cosmetic products in China, thus allowing multinationals to build successful marketing campaigns that appeal to managing these conflicting expectations.Originality/valueThe paper is the first work on the consumer experiences of urban young adult Little Emperors, specifically young professional women.