Beauty Consumer Research Articles

Dreams for Sale: Ideal Beauty in the Eyes of the Advertiser

Dreams for Sale: Ideal Beauty in the Eyes of the Advertiser

Jordanian Beauty Influencers and their Effect on Consumers

This paper will investigate the beauty influencers on social media platforms, their behaviours and attributes, and most importantly their effect on consumers. Our hypothesis is that the future of advertisement is social media, the traditional ways are fading, and this shift is facing resistance from the older generations. And with the appearance of advertisement through social media, influential users arose, creating this new phenomenon called 'influencers'. This research aims to investigate the dynamic relationship between the consumers and influencers, and how to control and maintain an ethical relation between any of the two parties most importantly, the influencer's effect on consumers and their behaviour. This study will be carried out through the use of primary research, where a questionnaires been distributed to as many Jordanian beauty consumers to see which influencers attract them the most, the level on influence they are under, and their behaviour in response to this influence.

Vlogging and the discursive co‐construction of ethnicity and beauty

AbstractTaking as its data set beauty tutorials on YouTube, considered to be audio‐visual discursive products that combine speech, body performance, and text (posted comments) to relay specific meanings (Bhatia, 2018), this paper investigates both production of text on part of the sender (vlogger) and interpretation of the text on part of the recipient (viewers) in the joint creation of identity. I analyze the data by employing van Dijk's (2015) socio‐cognitive approach to critical discourse analysis, which emphasizes that the relationship between discourse and society is ‘cognitively mediated’ (p. 64), and aspects of Gee and Green's (1998) MASS System in treatment of discourse as social practice. More specifically, this paper focuses on how British‐Indian vlogger Kaushal discursively constructs the role of expert YouTuber and Indian diaspora in her tutorials to attract a niche viewership within the mass audience of beauty consumers to boost both her unique and conforming identities.

패션ᆞ뷰티 소비에서 비거니즘의 확산 : 의미네트워크분석

Veganism derives from the diet of vegetarians, and currently has an important influence on numerous industries, such as fashion and beauty. Vegan fashion means that animal nature products are not used, and vegan beauty does not use animal ingredients or animal testing. This study aims to investigate the meaning of veganism as recognized by fashion and beauty consumers through semantic network analysis. The data collection period was from 2013 to 2015 and from 2016 to 2018, and was analyzed using a text mining program. First, the comparison of past and present recognition in vegan fashion, the veganism keyword and recognition of related keyword such as fashion item and materials. Second, in both the past and present, the keyword veganism philosophy, eco-friendly, and philanthropic appeared as ethical consumption aspect. In both vegan fashion and beauty, the materials and ingredients keyword mainly appeared in the past, but in the present the brands keyword has appeared more. Third, to compare the current consumer perceptions of vegan fashion and beauty, non-animal ingredients, ethical keyword, and philanthropic keyword appeared. Fourth, as the result of big data analysis, nine vegan fashion brands and twenty-six vegan beauty brands appeared in the present.

뷰티상담전문가의 전문성 인식에 관한 고찰

This presentation collected and reviewed a survey of beauty consultants to study the professionalism of beauty consumers and the professionalism of consulting professionals. Based on the results, we examined and studied consumer awareness, awareness and expertise of beauty consultants, and satisfaction with counseling when purchasing cosmetics. According to the survey, consumers were highly aware of beauty consultants, but found that their satisfaction with cosmetics products was declining. Most customers needed professional and systematic counseling from beauty consultants when purchasing cosmetics. Therefore, it is urgently needed to develop a professional education system to secure the professional expertise of beauty consultants. In the future, beauty consultants are required to develop a comprehensive knowledge of skin, understand the efficacy and harmful ingredients of cosmetics, understand custom cosmetics, and improve the prescription of cosmetics according to consumers' skin types through accurate skin diagnosis.

헤어 미용 소비자의 소비유형이 사회적 · 감정적 소비가치에 미치는 영향

현대의 소비자들은 과거에 비해 다변화된 가치와 다양한 욕구를 가지고 있기 때문에 단순한 저가 마케팅만으로는 소비자를 만족시키는데 한계가 있음을 인지하고 있으며 이에 따라 차별화된 마케팅과 서비스 전략이 대두되고 있다. 이에 본 연구에서는 헤어 미용소비자의 소비유형과 소비가치를 연구하고 분석하여 그에 따른 마케팅 전략을 마련하고 제안함으로써 신규고객을 유치하고 기존고객을 유지하여 치열한 경쟁속에서 우위를 점함과 동시에 학문적 기초 자료를 제공하고자 한다.BR 본 연구에서는 미용실을 이용하는 성인남녀를 대상으로 2017년 1월 2일부터 2017년 2월 3일까지 321부의 설문지를 수집하고 SPSS 21.0을 사용하여 분석하였다. 사용된 분석방법은 빈도분석, 요인분석, t-test, 일원변량분석, 다중회귀분석을 사용하였다.BR 본 연구 결과 소비유형의 차원은 과시우선 소비유형, 합리우선 소비유형, 가치우선 소비유형으로 나타났으며, 소비가치의 차원은 감정적 가치와 사회적 가치로 나타났다.BR 인구통계학적 특성에 따른 소비유형의 차이는 50대에 비해 20대가 가치우선 소비유형이 높게 나타났고 미용실 방문횟수가 많을수록 과시우선 소비유형과 가치우선 소비유형이 높게 나타났으며 400-500만원의 고소득 소비자가 과시소비유형과 합리소비유형이 높게 나타났다.BR 소비유형의 모든 요인이 사회적 · 감정적 소비가치에 유의미한 영향을 나타냈으며 특히 과시우선 소비유형이 사회적 소비가치에, 가치우선 소비유형이 감정적 소비가치에 가장 큰 영향을 미치는 것으로 나타났다.BR 이에 본 연구결과를 바탕으로 지속적으로 변화하는 소비행동에 대해 연구하고, 소비유형에 따른 마케팅과 서비스 매뉴얼을 개발하는 특화된 마케팅 전략을 통해 경쟁우위를 점하는 혁신적인 기업이 될 수 있을 것으로 사료된다.

Makeup Shake-Up: The Challenge of Multichannel Marketing

Multichannel retail shopping is quickly becoming the norm for consumers in many industries. Multichannel shopping, however, has the potential to frustrate the historical house of strategies that companies such as L'Oreal have implemented successfully for decades. Instead of a neat hierarchy of brands available at specific retailers, from class to mass, companies need to integrate an in-depth understanding of how consumers shop across channels to rethink marketing tactics and strategies that are appropriate for the new environment. L'Oreal USA had to adjust its marketing approach to respond to changes in beauty shoppers' path to purchase. The company developed beauty-shopper personas to derive insights for developing multi- or omnichannel marketing strategies. This case describes how the beauty-retail environment has changed, how consumers have changed their path to purchase and the implications for channel- and chain-specific strategies. The results of in-depth consumer interviews and tracking research designed to produce useful insights into consumer behavior are included. Excerpt UVA-M-0865 Rev. May 20, 2014 MakeUp Shake-Up: The Challenge of Multichannel Marketing It was late on a Monday night in February 2013, and James Black, associate vice president for Shopper Insights and Innovation at L'Oreal USA, was still in his office digesting the latest information from his consumer-insights team. The American female beauty consumer and her path to purchase were becoming increasingly complex. She was growing more and more channel agnostic. For instance, the same consumer who was buying Lancome mascara at Sephora was picking up her Garnier shampoo at CVS. The new “multichannel shopper” was becoming the standard, not the outlier. The assumption that customers shopped in one specific channel for one type of product or brand—the foundation of L'Oreal USA's marketing approach—was quickly becoming irrelevant. L'Oreal USA needed to better understand the multichannel shopper to better align its marketing strategy and tactics with the reality of 2013's beauty consumer. Black needed insights, not just data. He needed to know “why,” not just “what.” L'Oreal's Background . . .

Buying Beauty: Female Beauty Consumption in the Modern British World

AbstractIn recent years, historians of American, French, and global beauty consumption have charted the rich relationship linking beautifying goods to self‐fashioning and the body, historical subjectivities, and the construction of gender and racial identities. Yet, despite productive attention to male beauty in Britain and its relationship to masculinity and the history of sexuality, little attention has been devoted to women's beauty consumption in modern British history. This article surveys literature on U.S., French, and global female beauty consumption to argue for further study of beauty commodities and their production by historians of modern Britain and its empire. The history of British women's beauty consumption intersects with important historical developments that make it worthy of exploration, most notably the use of beautifying and grooming goods as tools for self‐fashioning in the British imperial context. Ultimately, a focus on female beauty consumers and producers positions women as key figures in the formation of or resistance to the British imperial project.

A Study on Media Characteristic for Acquisition of Brand Design Information Targeting Male Beauty Consumer Market

A Study on Media Characteristic for Acquisition of Brand Design Information Targeting Male Beauty Consumer Market

Effects of Consumption Values, Service Quality, and Consumer Satisfaction on Store Loyalty for Beauty Consumers

The purpose of this study was to examine the effects of consumption value, service quality, and customer satisfaction on store loyalty of beauty consumers. Using a questionnaire developed from previous studies, data were collected from 319 females at beauty stores located in Busan. They were analyzed by factor analysis, cluster analysis, ANOVA, and path analysis using SPSS 14.0 Program. Results showed that beauty consumers were classified into three groups by their consumption values; Subjective group, Practical group, and Epistemic group. There were a little differences among three consumer groups in the influence of perceived service qualities on consumer satisfaction. They suggest that the more satisfied with store services, consumers were the greater loyalty of beauty stores. Additionally, satisfaction of beauty consumers was a very important variable to develop the store loyalty. These findings would provide retailers and marketers related to beauty stores the informations encouraging consumer satisfactions and developing strategies of beauty stores.