Effect of Cosmetic Marketing on Consumers individual self image Dissertation

Effect of Cosmetic Marketing on Consumers individual self image - Dissertation Example A review of the recent literature shows that the cosmetics industry is at the forefront of marketing innovations and this study explores exactly what effects this marketing activity is having on the self-image of consumers. 1.2 Body, Self and Image. It has long been recognised that the way people use certain products helps them to build a concept of self (Grubb, 1967; Sirgy, 1982; Malhotra, 2002). Psychologists have noted that people seek to maintain more than one version themselves. (Adler, 1930) This is very evident 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 different 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 â€Å"ideal self† and â€Å"real self† (Dolich, 1969 ) or â€Å"public self† and â€Å"private self.† (Baumeister , 1986) Studies show that what people buy has symbolic as well as literal meanings for them, and by choosing some products over others, 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 body image because the patriarchal culture that still exists in Western societies values youthful and healthy appearance in women much more than in men. (Woolf, 1991; Gimlin, 2002) As women at the start of the twentieth century increasingly took part in the public world of work, the cosmetic industry played its part in building expectations of increasing artifice in the construction of a public image for women. (Peiss, 1990) Now, at the start of the twenty first century, in a less overtly sexist society, the process appears to be extending still further into the domain of masculinity, and the marketing of cosmetics for men is growing exponentially. (Mintel, 2008) 1.3 The Cosmetics Indus try and Self Image. The cosmetics industry is intimately connected with consumers’ idea of self. to modern approaches like â€Å"Guerrilla Marketing† (Levinson, 2007) which advocates low budget persistence before, during and after a sale. â€Å"Digital Marketing† or â€Å"emarketing† (Parkin, 2009) extols the advantages of new technologies. The concept of â€Å"sticky marketing† rejects old adages like the unique selling proposition or USP because of the proliferation of almost identical products in modern society, and requires instead that â€Å"the focus move from transactions 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. L’Oreal Group’s long running series of haircare advertisements, for example, which ran the sloga n â€Å"Because you’re worth it† successfully bound their product to the consumer’s 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 consumer’s 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