Date of Award
Bachelor of Science (B.S.) in Business Administration: Marketing and University Honors
Psychographics, Cosmetics industry -- Marketing -- Social aspects, Ethnicity in mass media
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?
Hickman, Johnny A., "Exploring Consumer Psychographics of Ethnic Representation within the Cosmetic Industry" (2020). University Honors Theses. Paper 827.