Date of Award

3-2-2020

Document Type

Thesis

Degree Name

Bachelor of Science (B.S.) in Business Administration: Marketing and University Honors

Department

Business Administration

First Advisor

Jacob Suher

Subjects

Psychographics, Cosmetics industry -- Marketing -- Social aspects, Ethnicity in mass media

DOI

0.15760/honors.846

Abstract

Consumers are more sensitive than ever to a brand that has contrived messaging. Despite brands like Maybeline and Covergirl featuring famous women of color in their ads, there has never been a reaction to their brand like there has been for Fenty Beauty. This is because of Fenty Beauty’s authentic mission to fulfill a need for consumers. This is a level of authenticity that cannot be matched by simply show-casing women of various skin tones and proceeding to provide a limited amount of products. Is brand authenticity the key to winning over consumers and significant enough for consumers’ ability to form a connection with a brand?

Persistent Identifier

https://archives.pdx.edu/ds/psu/32555

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