What are young women perceptions of cosmetic advertisements?

• Autor(a) principal: Machado, Maria Inês Maurício
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/107356
• topic: Young portuguese females; Cosmetic industry; Cosmetic advertisements; Beauty ideal; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This paper examines how young Portuguese women between 18 and 30 years old are influenced by cosmetic advertisements. Firstly, literature is reviewed to understand how society has evolved. Subsequently, the factors that influence consumers’behaviourare discussed with special attention toadvertisements. After this analysis, a focus group with 16 womenand a questionnaire with 215 responses aim to explore consumers’ attitudes and perceptions towards cosmetic brands andthe effect of cosmetic ads on the consumers’ purchasing behaviour. Data suggested that, contrary to what was expected, cosmetic advertisements don’t have an influence on the purchasing decision but, never the less, have an effect on young women's self-evaluation. Further more, data also indicated that the concept of “ideal beauty” is still present in the adverts and still generates dissatisfaction but in a less significant way than found in previous literature.