Cosmetic advertising

Cosmetic advertising is the promotion of cosmetics and beauty products by the cosmetics industry through a variety of media. The advertising campaigns are usually aimed at women wishing to improve their appearance, commonly to increase physical attractiveness and reduce the signs of ageing.

The obsession with youth and beauty sends thousands of people to stores searching for a quick fix. Looking into cosmetics retailers, teenagers are trying on makeup to make them look more mature while middle-aged women are sourcing for the best anti-aging cream for her skin. The beauty industry relies on all kinds of persuasion techniques to sell products.Brands like to rely on celebrities to sell their beauty products. “If the product is good enough for her, it’s good enough for me.” This philosophy is often the impetus behind advertisements for makeup, skin products, and hair products.This causes consumers spend extra money on items that might not be suitable or workable on themselves. Celebrities can also help to build brand awareness through promoting products as consumers believe the product is used by the celebrity and this can affect consumer’s decision making.

Beauty product advertising bombard consumers on a daily basis. They create promises to consumers that certain product can make consumers look younger or that foundation can take years off your appearance. Beauty advertising often seek to consumers of the product value or even its necessity for the consumer's well-being and self image.

The effectiveness of the advertisement depends on convincing consumer that the product can improve their appearance. They may use different methods to persuade individuals to make purchases. Association can be a powerful tool. It targets emotional responses when the product is associated with feelings. As many people aware that their personal appearance can have a significant effect on how they are treated by others, advertising can use these concerns by encouraging the target market.

When beauty advertisements make promises that certain product can make consumers look younger. Beauty advertising often has little to do with the product. The product is often dwarfed by a beautiful woman’s image. As beauty advertisement is selling the beauty and also the self-worth. This is also another important reason why celebrities are increasingly appeared on beauty products advertisements. Celebrities represent the best selves, they are beautiful and adored by millions. After consumer review those beauty product campaigns, they will start to concern about their appearance and start to shop before they get ugly.

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Wikipedia