Effect of Cosmetic Marketing on Consumers individual self image Dissertation

Effect of Cosmetic Marketing on Consumers individual ego image - Dissertation ExampleA review of the recent literature shows that the cosmetics manufacturing is at the forefront of marketing innovations and this study explores exactly what effects this marketing activity is having on the egotism-image of consumers. 1.2 Body, self-importance and Image. It has hanker been recognised that the way people use certain merchandises helps them to build a concept of self (Grubb, 1967 Sirgy, 1982 Malhotra, 2002). Psychologists have noted that people seek to maintain more than unrivalled version themselves. (Adler, 1930) This is very seeming(a) in choice of clothing, for example, which people use to align themselves to peer groups, work contexts and so on, and when they adapt to antithetical situations. There are also many products which people use in private and no one else knows that this product is being used. These two situations may connect with what psychologists call basel self and real self (Dolich, 1969 ) or public self and private self. (Baumeister, 1986) Studies show that what people buy has symbolic as healthful as literal meanings for them, and by choosing some products over opposites, consumers are choosing to bolster one or other aspect of their own personality. (Dittmar, 1992) For women especially there are extra pressures to maintain a positive tree trunk image because the patriarchal culture that still exists in Western societies values youthful and healthy carriage in women much more than in men. (Woolf, 1991 Gimlin, 2002) As women at the start of the twentieth century progressively took part in the public world of work, the cosmetic industry played its part in expression expectations of increasing artifice in the construction of a public image for women. (Peiss, 1990) Now, at the start of the twenty dollar bill first century, in a less overtly sexist society, the process appears to be extending still but into the domain of masculinity, and the marketing of cosmetics for men is growing exponentially. (Mintel, 2008) 1.3 The Cosmetics Industry and Self Image. The cosmetics industry is intimately connected with consumers idea of self. to modern approaches like Guerrilla Marketing (Levinson, 2007) which advocates low budget persistence before, during and after a sale. digital Marketing or emarketing (Parkin, 2009) extols the advantages of new technologies. The concept of sticky marketing rejects old adages like the unique interchange proposition or USP because of the proliferation of al just about identical products in modern society, and requires instead that the focus move from proceeding to customer engagement. (Leboff . p. 92) All of these have relevance in the fashion-conscious area of cosmetics marketing. It is no coincidence that some of the most psychologically sophisticated campaigns in the history of marketing come from this branch. LOreal Groups long running series of haircare advertisements, for example, w hich ran the slogan Because youre worth it successfully bound their product to the consumers feeling of self-worth, creating a memorable message that has become part of the English language. The focus in these advertisements is on the effect which the product has on the consumers mind, more than the body, and this is a clever twist that flatters the consumer and seems to sell the product incidentally. This campaign which ran at the start of